April 16, 1994 RECORD
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",'; • ''"1:4‘"''' EDITORIAL Attention, Please!
cover the whole ground." has there been a way to reach into so ter the Hands up if you had to read the pas- many homes so powerfully. The bot- A irst sage twice. I think Lincoln meant, "I tom line is how we do it. The Adventist hour, the politi- don't have the time to cover as much Media Centre has found that spot cian had hardly ground as Judge Douglas." But the advertising reaches more people more said hello. He point is that audiences weren't both- effectively than a 30-minute religious finally finished ered when speakers consistently used program buried predawn on Sunday his speech after long, complicated arguments and sen- morning. But, who knows, more effec- three hours. The tences. They had no trouble following tive methods may appear. audience then every word. They kept listening. With TV (and radio) we need to find went home to eat their evening meal Things are different today. How what works and what doesn't. We may and returned to listen to a rival politi- would we feel if next Sabbath the need to try approaches that are new cian respond. He spoke for four hours. preacher didn't sit down until after 2 and unfamiliar. It means making mis- The year was 1854. The place, a mid- pm? Would we remain seated and takes and learning. It means seeking western town in the United States. The retain our Christian experience? professional advice. It means prayer. politicians were Stephen Douglas and Our interest runs out quickly. We But we must do something if we're Abraham Lincoln. Both men would don't like wading through long, com- serious about our mission as Seventh- later become presidential candidates. plex arguments, even when we're read- day Adventists. Mr Lincoln, of course, would win. ing. Magazines editors spend half their Having said that, it's easy to place But, at this stage, they weren't even wrong expectations on our TV and candidates for the senate and weren't radio work. Their role is primarily seed well-known. The crowd came only TV is too good an opportu- sowing, not reaping. If we're looking to because they were interested in hearing nity for the church to ignore. persuade viewers about all 27 two people exchange ideas. It was nor- Fundamentals and prepare them for mal at community occasions for speak- immediate baptism, we'll be disappoint- ers to take at least three hours. time cutting. The lengths. Of sentences. ed. That requires personal contact. Anything less and the people felt cheat- Today, attention spans are chronical- Media outreach is effective in the ed. ly short. Just think of the evening TV long term only when it's backed up by There's no doubt these men were news where a story rarely lasts longer loving, dedicated, Spirit-filled intelligent and interesting. And, at than two minutes and the average shot Christians. It's effective only when com- times, their speeches probably soared is 3.5 seconds. The images are forever bined with effective follow-up people, into majestic heights of great pathos moving to keep our attention. programs and materials. The Adventist and beauty. But not all the time. Here's The ultimate failure isn't to misin- Media Centre's public evangelism, Bible a snippet from one of Lincoln's form viewers. The ultimate failure is to Correspondence School and production responses in a presidential debate: bore them. Everything has to entertain. staff are an enthusiastic part of the total "It will readily occur to you that I If it doesn't, nobody watches. church team. The media will only ever cannot, in half an hour, notice all the It's no surprise that TV is a poor be one factor in our combined effort to things that so able a man as Judge medium for properly discussing serious fulfil our mission. Douglas can say in an hour and a half; issues. If anything, it tends to trivialise But it's a vital factor. And it's an and I hope, therefore, if there be any- them. TV wants to cover subjects exciting factor. Thank you for support- thing that he has said upon which you quickly, simply and with good visuals. ing the Adventist Media Centre with would like to hear something from me, TV in Australia and New Zealand isn't your donations, prayers and interest. but which I omit to comment upon, a good place for preaching sermons. Gary Krause you will bear in mind that it would be But TV is too good an opportunity Creative Director expecting an impossibility from me to for the church to ignore. Never before Adventist Media Centre
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