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as an "information theory."

Although, mass media imparts information it cannot impart

the necessary understanding that must accompany a theological message. "Probably the
most distressing aspect of televangelism's faith in technology is its rather naïve
juxtaposition of transmission and communication. Televangelists...characteristically
equate the sheer broadcast of sounds and images with the actual communication of
messages."

Theological and religious teachings are the most difficult to communicate

because of the need for contextualization. One needs faith to understand the gospel and
that cannot be imparted through electronic means, but must be developed over time.
Electronic transmission diminishes the possibility of evangelism by abstracting the gospel
from any social context and objectifies its meaning by transforming it into information.

It is not an accident that TV lends itself to revivalist and emotional persuasions

that often present a simplistic message. "It is difficult to communicate authentic religious
faith through a medium dominated by relatively trivial drama and silly commercials."

The televised format requires ministries to make long impassioned pleas for financial
support even preempting their main goal of evangelism to raise funds. In addition, in
order to attract viewers they must adopt the same marketing strategies and inane
entertainment formats of more successful TV programs. TV presents a good format for
faith healers, and miracle workers already given to sensationalism and surrealism.

Has TV proved itself too limited a medium for the gospel because of the narrow

possibilities it affords? Like much of mass media it must locate its market audience. The
wider the audience the less substantive a message must become expresses the general rule
of mass communication. The more popular the audience the greater the need to find the
common denominator exists. Thus TV and other electronic mass communications will
marginalize the gospel message if they attempt to broaden their scope. The simple fact is
that mass media outlets already minister to people of their own persuasions, which can
have some helpful benefits, but as tools for evangelism they are much too inept. Dubbing
over Pentecostal preachers in French, German or Chinese with little thought given to how
these messages will be received in other cultural contexts creates a surreal and ridiculous
gospel. People watch televangelism because they are already conditioned too surrealism
regular programming offers. People listen to Christian radio because they are already
Christians. But for modern Gnostics transmission is paramount, as if the Truth was
noncontextual and only needs transmission to be effective.

Establishing Boundaries

The essential error in the current Evangelical approach does not lie with

technology, but in our perceptions of technology as divine endowment. This can be
traced to the popular faith most Americans place in technological development, even to
the Evangelical belief that technology has divine origins and serves divine purposes. God
has given humanity authority to rule in the Cultural Mandate (Gen. 1: 26-28).

Harold Bloom, Omens of the Millennium: The Gnosis of Angels, Dreams, and Resurrection (New York:

Riverhead Books, 1996), 28.

Schultze, Televangelism and American Culture, 63.

Ibid., 64.

Ibid., 17.