LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 13:12 December 2013
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         S. M. Ravichandran, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
         C. Subburaman, Ph.D. (Economics)
Assistant Managing Editor: Swarna Thirumalai, M.A.

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M. S. Thirumalai
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Contextualization and Business Communication

Steven Eliason

What is Contextualization?

Contextualization generally refers to seeing and doing things in the appropriate context of our conversation, action, etc. Dictionaries often state that it means putting an object or action in a context, appropriate or conducive to that conversation, action, etc. This concept is discussed in great detail in discourses on how to communicate our religious belief in a convincing manner to those who do not share our belief. The concept is also discussed in detail to help the missionaries or visitors to a culture and geographical area other than their own to live in the new environment appropriately. In other words we may broadly say that understanding the concept of contextualization will help adjust ourselves to the new environment or context.

Confluence and Conflict of Several Cultures and Environments

Contextualization - A Theology of Gospel and Culture by Bruce J. Nicholls (Regent Publishing, 2003) identifies that there are four different cultures involved in the process of contextualization when it is applied to the communication of Christian belief: the Culture presented in the Bible, the Culture of the early Western missionary (or any “foreign”/”international” missionary) through whom the belief was originally communicated to the people group, the Culture of the person who presently communicate the message, and the people to whom the beliefs are taken and communicated by the international person or organization. But this listing is not adequate and so Nicholls observes that the process of contextualizing “is further complicated since many people today are the product of several cultures – traditional and modern, religious and secular” (p. 9).

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Steven Eliason
Faculty
Bethany College of Missions
6820 Auto Club Road
Bloomington
MN 55438
USA
stevenjeliason@gmail.com
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