Market segmentation and sociolinguistics as effective tools for intergenerational preaching.

摘要

With the acceleration of technological change, new and distinct generations are created faster than ever before. Generational boundaries become more fluid. Multiple age groups have different generational mindsets, distinct worldviews and varied spiritual needs. How, then, do preachers speak to congregations that comprise roughly four to five separate generations? Many publications in recent years suggest how to communicate or preach individually to different generations, but few address how to effectively and credibly preach to all the generations at the same time in the same setting. This, after all, is the common situation of preachers of every denominational stripe each weekend.;Utilizing communications and marketing theory, this thesis project articulates the contemporary challenge of intergenerational preaching. Intergenerational preaching is defined as "preaching the Gospel message in a culturally relevant and life-giving manner to the arguably four to five generations comprising the Sunday assembly." The intersection of language and culture with generational self-understanding is explored as well as what marketers can teach preachers through a qualified homiletic appropriation of market practices. The contributions and limitations of both communication and marketing theory are then applied to the Catholic sacramental imagination. The goal is an innovative homiletic modality from which to develop a homily effectively targeted for a multi-generational assembly.;Chapter One examines the state of preaching. Chapter Two explores the role culture and language play in generational identity. The relevance of contemporary marketing theory in relationship to homiletics are discussed in Chapter Three. Chapter Four explores the "hub symbol" theory enumerated by Joseph Webb and how the sacramental tradition of Roman Catholicism forms a natural trans-generational "hub symbol" from which to design a multi-generational homiletic. A detailed "test-case" of an actual intergenerational preaching utilizing targeted hub symbols comprises Chapter Five. The practical implications from that homiletic experience and subsequent conclusions about intergenerational preaching are provided in Chapter Six.