Lausanne World Pulse – Overcoming Communication Barriers and Boundaries in Sharing the Gospel
By Andrew Sundar
Content transformers may fill several types of roles:
- Media strategists monitor media laws and regulatory frameworks to inform content creators and field evangelists on content guidelines in local media. They should also conduct on-going media usage research and keep updated on the latest media technology to advise appropriate media platform strategies. The choice of appropriate media should be regularly re-evaluated in order to remain technologically relevant to the audience.
- Field evangelists are the front-line ministers in the process, reinforcing understanding of program content, digging deeper into a listener’s understanding of the message and reporting back to content creators on effective ways of dealing with listeners’ needs.
- Content distributors are the vital conduit through which content is brought from creator to consumer. They are often the technological face of the process, interacting with outlet owners or gatekeepers or obtaining appropriate media devices to supply listeners.
The basic challenges for content creators and transformers are to:
- Develop their knowledge base on the worldview profile of their target audience and
- Establish real-time communication flow to share information between creators, transformers and their audience.
Conclusion
Process evaluation is an absolute necessity in determining the spiritual return on investment requested by so many who generously fund the efforts we are privileged to take part in. However, caution should be exercised in this.
Are there measurable outcomes we can use in declaring what the Lord has done though our efforts? Our analytical mind may think of statistics, and probably look for listener responses that affirm salvation or a significant life change as a result of a radio program. The Nepal media team member mentioned above is an excellent example of a process that is not specifically quantifiable, but shows the positive effect of faithful, multi-generational ministry. His father came to know the Lord through Christian radio programs, and eventually he came to know the Lord as well. Today, he desires to serve the Lord through radio ministry to reach as many people as possible for Christ.
In a long view, this is a good example of lasting fruit. But if this is typical of ministry in this setting, how does it fit into our need to report results? We should take care that the sense of urgency we feel about measuring short-term outcomes does not cloud the importance of a consistent, long-term relevant presentation of the gospel and the fruit that it will bear, even beyond our own participation.
Content creators and transformers must be open to be change agents actively listening to their audience, discovering their worldview and understanding socio-political trends and audience media usage. They should not fear to test new strategies for effective communication. Developing a willingness to take risks and to be innovators of new media approaches will be crucial for overcoming barriers and boundaries to the gospel in the years ahead.
As a final reminder, we should not forget that in spite of our best efforts at planning and carrying out our designs, the results are God’s doing. The entire team must constantly seek the Lord’s guidance and the Holy Spirit’s empowering. We must depend on God and God alone to effectively communicate biblical content through us.
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Andrew Sundar is a communications specialist. He currently serves as director of the Media Resources Group—Asia for Trans World Radio and is based in Singapore. |