A Multimodal Approach to Achieving "Optimal Relevance" of the Scriptures
- Jun 16
- 1 min read
by Margaret Doll
Harnessing Multi-Modal Media for Optimal Impact
Implementing a multi-modal approach through audio, video, and digital media is revolutionary for translation and communication projects, particularly when engaging oral-preference communities. Grounded in Relevance Theory, utilizing audio-visual tools early in a project helps expand the target audience's "cognitive environment" by providing immediate cultural, geographical, and historical context that text alone cannot easily convey. By prioritizing Scripture videos, audio storytelling, and digital apps at the early stages of a project rather than the end, media creators can achieve "optimal relevance"—making complex messages highly accessible, reducing the cognitive effort required by the audience, and preventing critical cross-cultural misinterpretations.
Furthermore, the participatory process of media production—such as community-led video dubbing workshops and interactive Bible Story videos—serves as a powerful catalyst for relationship-building, literacy training, and local language development. Engaging a community to voice characters, select music, and adapt visual templates transforms a project into a collaborative, hands-on experience that fosters immense cultural pride and ownership. This iterative, media-first strategy not only captivates audiences who prefer audio and video over print, but it also allows creators to field-test content and refine text dynamically based on real-world audio feedback and community engagement.
Margaret Doll MDiv, DMin
MD&S Research and Development Consultant
Watch the full video presentation here:
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