E-Word? McLuhan, Baudrillard, and Verisimilitude in Preaching

Abstract

Electronic communication of the Christian message—online preaching—raises distinct theological challenges. Notwithstanding the undeniable convenience and unlimited geographical reach of “virtual church”, electronic media have the potential to separate preacher from congregants, congregants from one another, and—potentially of greatest concern—the church from God, even while appearing to accomplish the opposite. Communication theorist Marshall McLuhan (1911–1980) argues provocatively that virtual representation is at the cost of authentic human identity (in which case it is inimical to community), while French sociologist and philosopher Jean Baudrillard (1929–2007) warns of substituting representation for reality, especially in matters of theology and the identity of God. The paradigm of Jesus’ Incarnation, by contrast, mandates un-mediated divine-human and human-to-human communication, requiring engagement between persons themselves rather than their avatars or provisional simulacra. With respect to electronically mediated communication itself, acknowledging divine initiative in the formation of identity (as a feature of soteriology) and of understanding (under the category of revelation) countermands the more dehumanizing and anti-theological influences that McLuhan and Baudrillard both identify, encouraging direct engagement with God in the person of the Holy Spirit rather than resorting to technological mediation.