Contextualization

Contextualization means, quite simply, communicating the Gospel in understandable terms appropriate to the audience. All Christian communication should be contextualized. A Sunday School teacher using simple language and child-related illustrations, games, and activities, is contextualizing. A pastor sharing a message in a senior citizens home, with appropriate sermon illustrations and an understanding of the unique needs of old people, is using contextualization.

If we are to target other cultures and religious groups, we need a 'contextualized' approach which uses their languages and engages with their concepts. A 'Western' evangelistic style is unlikely to touch them. We must explain the Gospel using their language and concepts.

For instance, sites for Muslims should use Muslim/Arabic words e.g. Isa Masih for Jesus Christ, Injil for Gospel, Miriam for Mary, and prophets' names. In the same way, a site for Jews should refer to Yeshua instead of Jesus, G-d instead of God, and avoid other words which have Christian 'baggage'.

There is a big need for more sites to target other faiths in an appropriate way.

It is important to learn more about other religions and how other cultures. receive information best. Many people online are, at least in part, members of oral communication cultures.

However, the concept of contextualization applies equally whomever we are communicating with. All sites should be contextualized to their target readership. It is essential that we have appropriate strategies to preach the Gospel, and to understand the interests, needs and worldview of those we are trying to communicate with. We can define the level of appropriate contextualization that any Christian website or other communication medium uses, with the X-Spectrum.

Understanding contextualization

• Paul and the contextualization of the Gospel
• Sharing the Gospel in a closed country - Strategic Network article
• Range of contextualization links – from Mission Review
• Translating the Gospel – why contextualization is essential and biblical
• MissLinks – large range of links on this topic

Redemptive analogies

Using appropriate and familiar cultural parallels is a completely biblical approach to evangelism. The use of bridge strategy evangelistic pages is one application of redemptive analogy. Here is a detailed look at the concept.

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