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The Internet in Mission and Ecumenism ... - Reformiert online

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Critique<br />

In such an <strong>in</strong>strumental perspective, Christian communication is seen as an equivalent of<br />

pass<strong>in</strong>g on <strong>in</strong>formation about God <strong>and</strong> Jesus to all people on earth. Hav<strong>in</strong>g received the message<br />

faithfully from God through Jesus the churches are called to send it to all. <strong>The</strong> media are seen as<br />

mere <strong>in</strong>struments to carry the gospel from the communicator to the audience. This widens the gap<br />

between the communicator <strong>and</strong> the audience <strong>and</strong> places the communicator <strong>in</strong> a superior position<br />

than to the audience. <strong>The</strong> cultural aspects of the media <strong>and</strong> their hermeneutic role have been<br />

neglected. <strong>The</strong> receiv<strong>in</strong>g role of the audience is given more importance than other perspectives.<br />

<strong>The</strong> audience plays a major role <strong>in</strong> the construction of the mean<strong>in</strong>gs of the gospel whereas the<br />

above view devalues the persons <strong>in</strong> favour of the message [Weber 1992]. It emphasises the<br />

powerlessness of the receiver. This traditional model of sender-message-receiver dom<strong>in</strong>ated <strong>in</strong> the<br />

underst<strong>and</strong><strong>in</strong>g of the use of the media <strong>in</strong> mission.<br />

b. Effect-Centred Perspective<br />

<strong>The</strong> churches <strong>and</strong> other <strong>in</strong>stitutions also express concern over the media’s impact on<br />

people <strong>and</strong> particularly on Christians. <strong>The</strong> churches tend to address the ethical <strong>and</strong> social issues<br />

raised by the effect of the media on people. In this effect-centred approach the media are seen as<br />

very powerful <strong>in</strong> reach<strong>in</strong>g the masses with their values <strong>and</strong> even divides people economically. This<br />

is reflected <strong>in</strong> the Canberra Assembly (1991) where it states, “Means of Communication are<br />

powerful tools of hidden control…. <strong>The</strong> truth is not told <strong>and</strong> we cannot exercise free judgement.<br />

<strong>The</strong> mass media are a means of cultural imperialism” [K<strong>in</strong>namon 1991:83]. Even <strong>in</strong> the Harare<br />

Statement media are seen as technological systems that promote consumerist values <strong>and</strong> widens<br />

gap between rich <strong>and</strong> poor, powerful <strong>and</strong> powerless [WCC Web 1999:25].<br />

Critique<br />

<strong>The</strong> effect-centred perspective has a strong assumption that there is a correlation between<br />

some social problems <strong>and</strong> the effect of the media on the audience. This perspective also predicts<br />

cont<strong>in</strong>uation <strong>and</strong> changes <strong>in</strong> the present economic 5 , political 6 <strong>and</strong> cultural 7 systems. By deny<strong>in</strong>g<br />

access <strong>and</strong> divid<strong>in</strong>g people <strong>in</strong>to ‘have’s’ <strong>and</strong> ‘have not’s’ such technology is seen as widen<strong>in</strong>g the<br />

exist<strong>in</strong>g gap between the rich <strong>and</strong> the poor. Be<strong>in</strong>g a critic of this view Hamel<strong>in</strong>k argues that it is not<br />

possible to predict the future social impact of any technology <strong>and</strong> so social choices about the future<br />

can be made under conditions of uncerta<strong>in</strong>ty 8 . One needs to recognise certa<strong>in</strong> variables that are<br />

<strong>in</strong>volved <strong>in</strong> the <strong>in</strong>teraction between the media <strong>and</strong> the audience. It means the observations <strong>in</strong> one<br />

context cannot be generalised to all situations. <strong>The</strong> media alone cannot be blamed for widen<strong>in</strong>g the<br />

divisions between the poor <strong>and</strong> the rich or for the <strong>in</strong>crease <strong>in</strong> violence <strong>in</strong> a society.<br />

5 A perpetuation of the capitalist mode of production, with a further ref<strong>in</strong>ement of managerial control over the<br />

production processes which results massive job displacement <strong>and</strong> de-skill<strong>in</strong>g.<br />

6 A pseudo-democracy will emerge, allow<strong>in</strong>g people to participate <strong>in</strong> marg<strong>in</strong>al decisions only. ICTs will<br />

enable to exercise surveillance over their citizens more effectively than before. <strong>The</strong> proliferation of ICTs <strong>in</strong><br />

the home will <strong>in</strong>dividualise <strong>in</strong>formation consumption to a degree that makes the formation of a democratic,<br />

public op<strong>in</strong>ion no more than an illusion.<br />

7 <strong>The</strong>re are tendencies of forceful cultural “globalization” for example Macdonaldization <strong>and</strong> aggressive<br />

cultural tribalization – fragmentation of cultural communities <strong>in</strong>to fundamentalist cells with little or no<br />

underst<strong>and</strong><strong>in</strong>g of different tribes.<br />

8 Cees Hamel<strong>in</strong>k, “ICTs AND SOCIAL DEVELOPMENT: THE GLOBAL POLICY CONTEXT”, Papers<br />

presented at the UNRISD Conference on Information Technologies <strong>and</strong> Social Development. Geneva, 22-23<br />

June 1998, http://www.unrisd.org/<strong>in</strong>fotech/conferen/icts/toc.htm. P.6<br />

11

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