As we examine the Scriptures, we repeatedly observe that God’s messengers did what ethnic-specific ministries do. They tailored their message to their target demographic, which led to a greater impact for discipleship. For example, within our accounts of the life, death, and resurrection of Jesus, we have four accounts customized to different target audiences. Jesus and his apostles model for us the approach to reach a particular demographic group: contextualization.
Let’s look at one particular message to see an example of contextualization. In the book of Revelation, the apostle John recounts his experience while exiled on the island of Patmos. He recounts a vision of the risen Christ, a scene so glorious that its written description probably pales in comparison. In fact, it is Jesus Christ who commissions John to write down the revelation to churches in seven cities in Asia Minor. This revelation includes letters to each of the seven churches in Revelation 2-3. We will look at the letter found in Revelation 3:14-22, written to the church in Laodicea:
14 “To the angel of the church in Laodicea write:
These are the words of the Amen, the faithful and true witness, the ruler of God’s creation. 15 I know your deeds, that you are neither cold nor hot. I wish you were either one or the other! 16 So, because you are lukewarm—neither hot nor cold—I am about to spit you out of my mouth. 17 You say, ‘I am rich; I have acquired wealth and do not need a thing.’ But you do not realize that you are wretched, pitiful, poor, blind and naked. 18 I counsel you to buy from me gold refined in the fire, so you can become rich; and white clothes to wear, so you can cover your shameful nakedness; and salve to put on your eyes, so you can see.
19 Those whom I love I rebuke and discipline. So be earnest and repent. 20 Here I am! I stand at the door and knock. If anyone hears my voice and opens the door, I will come in and eat with that person, and they with me.
21 To the one who is victorious, I will give the right to sit with me on my throne, just as I was victorious and sat down with my Father on his throne. 22 Whoever has ears, let them hear what the Spirit says to the churches.”
There is much to unpack in this letter, so let’s focus on Christ’s example of contextualization. Here are three ways we see Jesus modeling a ministry approach to a demographic-specific ministry, especially its application to ethnic-specific ministries.
1. Jesus Used Concepts that Would Resonate with His Particular Audience
In his message to the church in Laodicea, Jesus is laser-focused. He uses terms and imagery that would resonate with his particular audience. Jesus’s choice of words may require some explanation for the modern reader, and the use of a Bible dictionary can help us understand.
First, the city of Laodicea was known for being exceptionally wealthy. Laodiceans had a reputation for being so rich that they rebuilt their city after an earthquake (60 A.D.) without federal government assistance from Rome. Within this context, Jesus chooses to frame his message this way: “You say, ‘I am rich; I have acquired wealth and do not need a thing.’ But you do not realize that you are wretched, pitiful, poor…I counsel you to buy from me gold refined in the fire, so you can become rich.”
Second, while Laodicea was missing a water supply, it was wealthy enough to build a system of pipes (sometimes called aqueducts) to bring water from elsewhere. Nearby Hieropolis was famous for its hot medicinal springs and nearby Colossae was known for its cold and pure water. But Laodicea had piped-in water that was lukewarm. In this context, Jesus chooses to frame his message: “you are neither cold nor hot. I wish you were either one or the other! So, because you are lukewarm—neither hot nor cold—I am about to spit you out of my mouth.”
In addition, Laodicea had a good reputation for both fashion and vision care. Laodicea produced high-quality black wool, which made desirable black clothing. The city also had an advanced medical school that developed an eye salve to help people to see. In this context, Jesus frames his message: “But you do not realize that you are … blind and naked. I counsel you to buy from me…white clothes to wear, so you can cover your shameful nakedness; and salve to put on your eyes, so you can see.”
This is the example that Jesus sets for reaching a particular demographic. He chose words and imagery that would greatly impact on his particular audience. One could imagine that if Jesus were addressing a people known for its architecture, he might frame his message in terms of foundations or building materials. Or, if addressing a particular Asian American audience, he might use illustrations about boba, masala, or adobo. Perhaps he’d hit closer to home by relating his message to more grave topics, like experiencing liminality, being forcibly relocated, or being victims of racist violence.
2. Jesus Models Contextualization Beyond Evangelism
Those who disparage ethnic-specific churches often separate evangelism from discipleship, as if they were two disparate efforts. Sometimes when I discuss ethnic-specific ministries in America and other places, I hear, “Fine, contextualization might be okay for evangelism, but once people hear about Jesus for the first time, ministering that way is unbiblical.”
However, a divorce between evangelism and discipleship is not supported by the Scriptures. Jesus sent his followers to “make disciples…baptizing them…and teaching them to obey everything I have commanded you” (Matthew 28:19-20). The commission to make disciples is a single effort from the start.
Revelation 3:20, where Jesus describes himself knocking at a door, is often used to call people to trust in him for the first time, as if “Jesus is knocking on the door of your heart.” But this usage takes the verse out of context: the call for the Laodiceans to “open the door” is not made to unbelievers but to the church.
In fact, Jesus in Revelation sends messages to seven different churches, each time using particular terms and imagery for each context. This contextualized content informs, encourages, and challenges them, not as potential disciples but as current ones. We see repeated throughout Genesis to Revelation that content is given to people who are already following the Lord, and each time it is contextualized to particular cultures, locations, and groups.
3. The Impact of Contextualized Ministry Goes Beyond the Target Group
The discipleship impact of the messages sent to the churches in Revelation was not meant to be limited to these seven groups. While the messages were contextualized for seven primary audiences (real or not, depending on one’s view of Revelation), Revelation had a wider audience: the church everywhere. Even with the messages being contextualized, others benefited from them. We see this throughout the Scriptures as those in the early church were teaching and exhorting one another.
We in the modern church are deeply shaped by the messages in Scripture. While it is true that we are not the primary audiences for whom the messages were contextualized, we in the modern church benefit from the apostles’ teaching. We see that both the early church and the modern church benefit. Therefore, we see that contextualized messages can and do transform lives, not just of their primary audiences, but also of their secondary audiences. Ethnic minorities can and do benefit from messages that are geared toward the majority culture. In the same way, those who are outside the target demographic of ethnic-specific ministries can and do benefit from their discipleship messages too. Contextualization is not exclusive.
It is simply false that contextualized ministry is an exercise in exclusivity. For those of us who minister and participate in ethnic-specific ministries, our intention is not to “segregate” or divide. Our intention, just like that of Christ and the divinely inspired writers of Scripture, is to have a greater impact on those following the Lord. As Paul wrote in 1 Corinthians 9:19-23, a contextualized message is more effective than a generic one. This is for the sake of the gospel.
Conclusion
In Revelation, the risen Christ models contextualized messages for discipleship. Rather than a generic approach, he chooses words and imagery that resonate with the target audience. These messages still have an impact on discipleship for those outside their primary audience. Leaders in ethnic-specific ministries do not need to fear that contextualization is unbiblical or divisive. As we admire the discipleship approach of Jesus and his apostles, we can appreciate and emulate the process for greater effectiveness.