Article by Jackson Wu, referencing John Sanders book “Theology in the Flesh.”

“Cognitive science” and “contextualization” –– two things that sound complicated but shape everything we do in ministry.

In  Theology in the Flesh, John Sanders explains the concept of “framing” with this sentence: “We never open our presents until the morning.” For most Americans, at least, those eight words make complete sense because they evoke a common “frame,” i.e. Christmas. Families have different traditions about when they open their gifts.

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Source: What Cognitive Science Teaches about Contextualization