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Monetisation of attention

Have you ever been sucked into the attention vortex?

I have. Many times, in fact. I admit it.

It’s not entirely our fault. World class psychologists are employed to keep us glued to our screens. Does this dilemma sound familiar to you? What can we do about it?

Social media

I enjoy Facebook. Without it, where would I show off my pretty photos? It’s a good way to be salt and light (as a follower of Jesus) amongst my peers who are also on Facebook. Yes, I know, Facebook is becoming a bit of a hangout for middle-aged people. That’s why I am comfortable there.

I’m not on Instagram or Twitter or any other form of social media. I don’t have anything against them, but I don’t want to spend any more time online. In fact, I probably spend too much time on social media as it is. Why do we do it? What keeps us clicking?

I am genuinely interested in my friends’ lives. And enjoy following the adventures of people I don’t know well but who are my ‘Facebook friends’. Part of it, I admit, is the dopamine rush I get from people liking my pretty pictures. A lot of research and effort has gone into keeping us clicking.

You see, we are the product that Facebook and other forms of social media are selling to the advertisers. The longer we stay online, the more targeted advertising we watch and the more likely we are to spend money on the products promoted by these advertisers.

That’s why these companies strive to keep us clicking. Our attention is worth a lot of money.

Who would admire backyard snapshots like this were it not for Facebook?

Television

It’s been a good day but now I’m tired. I settle into my armchair, legs up, the cat snuggling beside my smelly feet. I pick up the remote and flick channels.

Why do I do this? Why do I fill my mind with mindless stuff? It’s restful – yes – but there are other ways to rest, surely? Music, for example, or a relaxing book.

Even when I deliberately choose to watch something particular on catch up TV, I find myself mindlessly watching the advertisements. Why do I watch the advertisements? I’ve seen some of them tens of times – why am I watching them again? Why not mute the TV and do something slightly useful for two minutes – tidy the table or do a round of review items on my language learning app?

Sometimes I do mute the advertisements but not usually. And that’s why the TV shows are free to air – free for us at least. Actually they’re not free at all, for again, our attention is the product which is being sold to advertisers. We pay, but with attention rather than money.

The gadget I use to watch catch-up TV (my iPad) often recommends shows it thinks I would enjoy. Its suggestions are often good. They have algorithms designed to track what we like to watch. That’s clever and that’s the point. The more attention we give to TV stations, the more money is made from advertising.

That’s why these TV stations strive to keep us watching. Our attention is worth a lot of money.

So what?

So what? Does it matter if we choose to pay attention to things such as social media and TV shows?

Choosing – that’s the point. I want to choose where I pay attention.

There are a great many things I want to do, see, read, learn, and even cook. There are things I need to clean too, and projects to complete, administration to plod through and more. My time is limited. Like everybody, I only have 24 hours in a day. How am I going to use my time well? Where am I going to focus my attention?

That’s the point of this blog post. I have been thinking about the monetisation of attention. I am willing to give a little of my attention to the advertisers through the companies providing these so-called ‘free-to-me’ benefits. But I don’t want to be sucked in to the attention vortex of social media or television or anything else.

I need limits, but limits are not encouraged by these companies. You can’t blame them in a way. They exist to make money. That’s the world we live in.

By recognising when I am at risk of being manipulated to pay more attention than I am willing for their services, I am better able to stop.

That’s the point of this blog post. Let us use these tools wisely, but not be unhealthily sucked into the attention vortex.

The final word

Today’s ponderings are contemporary but not new. I shall let the apostle Paul, from a distant land and time, have the final word on this matter.

Be very careful, then, how are you live – not as unwise but as wise, making the most of every opportunity, because the days are evil. Therefore do not be foolish, but understand what the Lord’s will is.

Ephesians 5:15-16 NIV
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The blind shall see (John 9)

God’s word is held as sacred by many of us, myself included. Yet our cultural lenses impact how we understand it. 

How can we make sense of what happened way back in history to people living far away?

A good Bible teacher strives to understand and communicate a passage in light of the context in which the key players lived, as well as the intended original recipients of Scripture. Of course, there are points of connection between these ancient texts and us in our twenty-first century settings all about the globe too.

Last week, in my suburban Australian church, we studied a passage which I have heard passionately presented in an Asian context too. The interpretations were starkly different. I’m not saying that one was right and the other wrong. Not at all. 

This blog post is my way of exploring this topic. The Bible text is this:

As he went along, he saw a man blind from birth. His disciples asked him, “Rabbi, who sinned, this man or his parents, that he was born blind?”

“Neither this man nor his parents sinned,” said Jesus, “but this happened so that the works of God might be displayed in him….”

John 9:1-3 NIV

Imagine….

Can you imagine being an onlooker casually leaning against a wall that day, almost 2000 years ago, on a dusty street in Israel. I have lots of questions. What was the weather like? What were the people around me wearing? What were the streets like? And the homes? What smells would have wafted my way? And what sort of food was available? It seems strange to imagine a place without tea or coffee.

I wonder who was walking with Jesus that day? His disciples were there, for sure. Were there others? Jesus had just slipped away from a crowd intent on murdering him (as recorded in the section preceding these verses). So it was probably only a small group who walked with him.

Can you imagine the blind man whom the disciples and Jesus discussed? Later in the passage, we learn that he used to beg. Was he begging when Jesus approached him? Or did he approach Jesus? And if he did approach Jesus, was he asking for money? Or did he know that Jesus could do more? (In John 9:11, he refers to his healer as ‘The man they call Jesus….’, so he at least knew of Jesus’ name.)

Actually, it seems that Jesus singled this man out in order to display in him the works of God (John 9:3). What a concept! I wonder if the man knew that? Had he overheard the conversation between Jesus and the disciples?  

The writer of John 9 does not record the man born blind saying a word at the beginning of this tale. Later, the formerly blind beggar had plenty to say, and spoke boldly and without fear of what others might think of him. By the end of this tale, the faith-filled follower worshipped Jesus as having come from God himself. (See John 9:35-38.) 

The events recorded in John 9 turned this man’s world upside down … or, more accurately, the events turned this formerly blind beggar’s world right side up. 

What can we learn from this passage? 

An Asian audience

Karma … this passage is all about karma. That is how some people in Asia might interpret it, anyhow. The concept of karma is an integral part of the very fabric of society in some places. If you do good, in this life or another, then life will be good to you. If you do badly, then life will be bad to you.

Whose fault was it that this man was born blind? Was it his own fault, his blindness the result of actions committed in a former life? Or was it his parents’ fault?  Later in the chapter, the religious leaders of the day stated that he was “steeped in sin at birth” (John 9:34). They clearly connected his blindness with somebody’s sin. 

Did Jesus’ answer shock them? It would certainly shock a listener viewing the world through a lens of karma. “Neither this man nor his parents sinned,” said Jesus, “but this happened so that the works of God might be displayed in him.” (John 9:3 NIV)

The rest of the passage outlines how the One sent from God broke the power of cause and effect – of karma. We are saved by grace. No matter how well we live, we are never good enough. No, only Jesus can save us.

Jesus has power even over karma. All glory be to God.

An Australian audience

“Will you follow Jesus?” the preacher asked, pointing his finger in emphasis. “It’s not for your parents or grandparents or anyone else to decide for you. It’s your choice.” 

Individualism is an integral part of the culture in some parts of the world today. Faith is a personal matter, and often private as well. (This worldview is different to that of the Asian audience in the section above.)

This man’s blindness had nothing to do with his parents. And neither did his healing. No, later in the chapter, when asked about what had happened to their son, the formerly blind man’s parents replied, “He is of age. Ask him.” (See John 9:20-23.)

This man’s healing was not dependent on anyone else but himself. He chose to submit to Jesus’ ‘treatment’ of a mud poultice over his eyes made from saliva and dirt. He chose to obey Jesus’ instructions to go and wash in a particular pool. He chose to trust Jesus, and so he was healed. 

Jesus has power to save you but you must choose to accept his invitation. It’s up to you. 

He is calling you today. If you pass up this opportunity, you may never get another chance to respond. What will be your response? 

Close your eyes. Don’t look about the room. This is between you and God. It is nobody else’s business. Will you turn to Jesus right now?

Onlookers in Israel two millennia ago

Jesus healed a blind man, then slammed Jewish religious leaders for being blind to God’s presence among them. He was the light of the world, and they had missed it. That had done even worse than miss it, actually, for as Jesus said, “If you were blind, you would not be guilty of sin; but now that you claim you can see, your guilt remains” (John 9:41).

Ouch.

Imminent judgement, it seems, by One in very essence God, was the main point of the passage for early readers of John’s gospel. It wasn’t all negative, for, in Jesus’ words, “… the blind will see and those who see will become blind” (John 9:39b NIV). Judgement would involve righting wrongs and ushering in justice.

In answer to the disciples’ question about the cause of the man’s blindness, Jesus explained that this had happened that the works of God might be displayed in him. Then he went on to make another point, which doesn’t, on the surface of it, seem to relate to the question. Not at first, anyhow.

As long as it is day, we must do the works of him who sent me. Night is coming, when no one can work. While I am in the world, I am the light of the world.

John 9:4-5 NIV

Cultural insights

Details in this story meant a lot to those who witnessed the account but don’t mean much to us without a cross-cultural guide to fill us in. My knowledge is only gleaned from what historians write and from other parts of the Bible. And it is limited.

Let me touch on a few points as lightly as a dragonfly touches on water – 蜻蜓点水 . (That is a Chinese idiom, obviously.)

1. Light of the world

Jesus claimed to be the ‘light of the world’ (John 9:5).

This isn’t the first time we have come across this claim. Not long before this encounter with a man born blind, Jesus had said to a large crowd which had gathered in the temple, “I am the light of the world. Whoever follows me will never walk in darkness, but will have the light of life” (John 8:12 NIV, and see also John 8:20).

Now we see him give light to one who had only ever experienced darkness.

This concept of ‘light’ was hugely symbolic. In fact, John (who wrote this record) made a huge deal of Jesus being ‘the light of the world’ in his opening chapter. (See John 1:4-9.)

2. Mud made from dirt

Saliva and dirt were mixed to make mud.

God himself created man from dust and breathed life into him at the very beginning of time as we know it. And now the Son of God is restoring our marred broken bodies through dirt.

I wonder if Jesus’ use of dirt brought to mind the creation story to onlookers of the day.

3. Mud made from saliva

Jesus sent the blind man with mud on his eyes, mud made with Jesus’ own saliva, to the pool of Siloam to wash. Back then, priests would ritually collect water from this pool every day during the annual Feast of Tabernacles, and would take it to the temple and pour it out with great pomp and ceremony. On the final day of that feast that particular year, Jesus stood up and offered living water to any who believed in him. “Let anyone who is thirsty come to me and drink,” he said (John 7:37).

Now, just a short time afterwards, this same man who claimed to be the source of Living Water used his own saliva to bring light to a man trapped in darkness. In fact, he sent his own saliva back to the pool from which ritual healing waters came, in the form of mud.

The water originating in Jesus’ body was far more powerful than the water used in rituals. Sending the man with the spit-mud on his eyes to wash in this ritually important pool was not coincidental.

I wonder if onlookers at the time recognised its significance?

4. Prophecies

There are hope-filled prophecies in the Old Testament about the Messiah healing the blind. They’re even richer than physical healing, because they are often linked with judgement and reversal of injustices. See Isaiah 35:4-5 and Psalm 146:8, for example.

Jesus explicitly linked this miracle of giving sight to a man born blind with judgement and reversal of injustices in his explanation later in the chapter (John 9:39). 

Jewish religious leaders would have been well aware of such prophecies. Bringing sight to a man born blind was a powerful statement about the judgement of the ‘Son of Man’ (see Daniel 7:13-14). What they probably did not expect, however, was his declaration of them – the religious leaders – as the object of divine judgement. (See John 9:41.) That they took offence to Jesus’ rebuke is almost understandable … almost … and also serves as a warning to us.

5. Lord of the Sabbath

Jesus healed the blind man on a Sabbath, which was seen as sacrilegious by the religious leaders of the day. Their rigidity on this matter reflected their blindness to God and his heart for his people. Not only was Jesus the Light of the World, the source of Living Water, but he was also Lord of the Sabbath.

In summary, this particular miracle was a powerful statement of Jesus’ deity and the work of God, which he, Jesus, was carrying out. Judgement and salvation were integral parts of that work. The healing displayed God’s work in terms that were hard to miss if you were a first century Jewish scholar of the Scriptures.

Neither this man nor his parents sinned, … but this happened so that the works of God might be displayed in him. As long as it is day, we must do the works of him who sent me. Night is coming, when no one can work. While I am in the world, I am the light of the world.

John 9:3-5 NIV – my emphasis

In conclusion….

In this blog post, I have looked at a particular Bible passage that can be interpreted in quite different ways in different contexts. 

Is the story of Jesus healing the man born blind a powerful teaching about karma? Does it rock the very fabric of a worldview based on karma? 

Is the story of Jesus healing the man born blind a powerful call to individuals to respond to Jesus’ call and so be saved?

Is the story of Jesus healing the man born blind a powerful illustration of his divinity and of his work of judgement and reversal of the ancient curse? 

I’m not saying that the interpretations described in either modern-day setting are incorrect. God’s word speaks to us in various places and times which are vastly different to those of the original recipients. We need to know God’s mind on matters quite foreign to those of Bible times, and his word is powerful to address such matters.

What I am saying is that our worldview – how we view the world – significantly impacts how we interpret God’s word. That in itself can be a cross-cultural adventure. And like any cross-cultural explorer, we are wise to consider how other people see the world as well as how we experience life.

The Light of the World, the source of Living Water, the Son of Man, the Judge of the World, was born in a particular time, place and culture. But he calls and saves people of many cultures, languages and who view the world in very different ways.

May Australians, Asians and others from around the world and from different eras grow in our understanding of Jesus, just as the man born blind did. May we, too, worship Jesus as Lord, our eyes filled with light and our souls channels of living water. And may we handle God’s word well, with wisdom and diligence, as we apply it to our own lives.

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Values and ‘the why’

Mindless busy work. Meeting after meeting. It feels pointless. And, just sometimes, it IS pointless.

“What’s your why?” the coach asked. I wrinkled my forehead, pursed my lips and cocked my head to the side.

This was part of a short course designed to help us ‘re-set’ as we near the end – please Lord – of this crazy period of closed borders, relentless lockdowns and pirouetting (ie frantic ‘pivoting’).

It was a helpful course and we were given some useful tools. This blog post is my way of processing one particular aspect of the course.As you read along, you may find it stimulates thoughts relevant to your situation too.

Why, how and what

A secular tool which the coach recommended was the ‘Golden Circle’. It basically considers your ‘why, how and what’. Businesses use it to set their compass of what they do, how they do it, and most importantly, why they do it.

Image concept: Simon Sinek; This version of the image comes from a blog – https://commonthreadco.com/blogs/coachs-corner/leveraging-sineks-golden-circle-part-i

The parent company of Facebook, WhatsApp and Instagram, for example, has recently re-branded itself as ‘Meta’. Their ‘why’ drives everything they do and how they do it. The founder of ‘Meta’ put it like this:

“In our DNA, we build technology to bring people together.”

Mark Zuckerberg, https://about.fb.com/news/2021/10/founders-letter/

Their ‘why’ is to bring people together.


Their ‘how’ is to build technology.


Their ‘what’ includes specific forms of technology such as Facebook, WhatsApp, Instagram and possibly, in the future, holograms and more.

That’s Meta. What about Suzanne?

“For God so loved the world….”

That’s my big ‘why’, and it is a good one.

But it’s too big.

The Bible is full of teaching about how God has endowed us with different gifts, skills and abilities for the sake of his community. As the Apostle Paul put it, we all have different roles to play.

For we are God’s handiwork, created in Christ Jesus to do good works, which God prepared in advance for us to do.

Ephesians 2:10 NIV

So what good works has God prepared in advance for us to do?

The Greek for the word translated as ‘to do’ at the end of this verse, περιπατήσωμεν (peripatēsōmen), literally means ‘to walk all around’. ‘Peri’ means ‘around’, as in ‘perimeter’. ‘Patein’ means ‘to tread on’, which creates a ‘path’. The English word, ‘peripatetic’, comes from this Greek word. I have often described my own lifestyle in recent years, when borders are open, as ‘peripatetic’.

περιπατήσωμεν (peripatēsōmen) is the main verb in the second half of this verse, and different to the word, also translated as ‘to do’ in English which precedes ‘good works’, ἐπὶ (epi). That isn’t a verb at all in the original Greek, but is actually a preposition, meaning ‘on the basis of’. The second half of this verse, then, carries more a sense of our good works reflecting the unique natures God has predestined for each of us as we go about our daily lives.

For we are His workmanship, created in Christ Jesus for good works, which God prepared beforehand so that we would walk in them.

Ephesians 2:10 NASB

Why am I best placed to walk in particular good works compared to, say, Gillian from Gulargambone? Gillian has a different set of good works in which to walk.

(I don’t actually know Gillian from Gulargambone. She just represents other people who are somewhat like me but not quite the same.)

“Start with the why.” This is a helpful tip I gleaned from the course. Why I do what I do stems from who God has made me to be.

A Values Assessment

Another helpful tool which I gleaned from the course was the concept of a ‘personal values assessment’.

We were provided with a sheet chock full of words. Each word represented a value. They were all quite good values. It wasn’t a case of right and wrong, but rather a case of identifying which values particularly struck a chord in our hearts.

I did a similar exercise once as part of a team. We were given a table full of words, all on bits of paper, and all with different values. We were asked to take words which we felt represented our our own values. We then had to combine our lists and create one list that represented us as a team. What seemed like a simple activity led to some difficult but exceptionally helpful discussions.

When I did it as a ‘personal values assessment’ exercise, it was subjective, of course. It would be helpful to ask others to frankly explain how they see me. In any case, it served its purpose of helping me identify how I perceive myself to be wired. I’ve done many other work style / personality preference quizzes, but I’ve never before done a personal ‘Values Assessment’.

I skimmed through the list, circling those words which jumped out at me. Then I cut that list down to about 8-10 values. Finally, as per the activity instructions, I drafted a ‘Personal Values Statement’.

This wasn’t exactly the same as the list we were given, but very close, and it was freely available to share on the internet.

A Personal Values Statement

I’m still not 100% sure of my ‘why’, but I was interested to see that ‘reflection’ featured prominently in my short list of values. That’s partly due to training and partly due to personality.

I like to think that I have something to offer to more action-oriented colleagues in this space. It also gives me ‘licence’ to take blocks of time to reflect, journal and blog, though doesn’t excuse inactivity. Inactivity is a real threat to my walking about in the good works that God prepared in advance for me to do.

A draft of my ‘values statement’ is below, but I am aware that it is too wordy and inadequately specific. Still, it is a start.

I yearn to be significant, and try to ensure that by reflecting often on what I observe both around me and within me. This may be aided by learning at times. As a result of such reflecting and learning, I strive for wholeness, contentment and dependability of both myself and the communities of which I am a part.

So what?

It’s all very nice to have a ‘personal values statement’ but what practical difference does it make in life?

First, it helps me prayerfully discern where I pour my resources of time and energy, limited though they be. I can’t be everything to everyone in every place. But there are particular things that I can do, and want to do. Perhaps God has uniquely equipped me to sit back and reflect on specific situations then speak into them from a considered perspective.

Second, it takes the pressure off me being like the Apostle Paul. The good works which he prepared in advance for me to do as I walk about did not … I don’t think … involve passionately pushing on despite challenges such as shipwrecks, beatings and imprisonments. Some of my colleagues may be more like this great apostle, and I admire them greatly, but that’s not me.

Third, it affirms some areas of my current work which I previously viewed almost as ‘optional extras’ rather than ‘the real focus’. I love to spend time with people of a particular background, and don’t plan to stop doing that. How can I reflect and contribute if I am not involved in the action at all. Yet I often find myself building into other workers in various ways, which is a privilege but takes time … time which I sometimes begrudge. Certain writing projects fall into the same category. ‘Indulging in’ spiritual direction and an occasional retreat is perhaps less of a luxury and could be better seen as tools which helps me to fulfil my unique role in my community.

As I look at my ‘values statement’, I realise that, perhaps, I am already where I should be, doing what I should be doing, as one who is God’s handiwork created for good works in Christ Jesus.

In conclusion….

I wonder if you have ever done a ‘personal values assessment’? And if so, I wonder how that affects your ‘why’? I’d love to hear about it if you have.

It wouldn’t surprise me if some of my friends say, “Where does all this thinking get us? There is a job to be done. Just DO it.” And that reflects the good works that God prepared in advance for them to do. Some people are full of action, zeal and purpose. People like that should wholeheartedly leap into action for God’s kingdom.

“What’s your ‘why’?” the coach asked me. “Spend some time on that,” he advised, “and you will have a compass by which to direct your life choices.”

Through doing that little course, I have narrowed down my ‘why’. I remain focused on people of a particular background and those who intentionally intersect with them. In that space, I want to be a reflective cross-cultural worker who strives to see people and communities thrive.

And so, re-focused, I shall carry on walking in the good works that God has prepared in advance for me.