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The first is a book of Mennonite history and doctrine by Galenus Abrahamsz de Haan given to Jacob Beukenberg, an orphan living in the Weehuis in Amsterdam, on April 23, 1710.

Another is an emblem book of poems, scripture, and illustrations given to Gerardus de Wind on the 22nd of April 1753.

The third is and final one I will highlight is a small book of martyr stories by Thielman van Braght (best known as compiler and author of the Martyrs Mirror) presented to Pieter Corver on the 26th of February 1774.

Keith Sprunger, emeritus professor of history at Bethel College, studied these books twenty years ago during a research trip to the Menno Simons Historical Library. He notes that “the provider of the books was usually a church member who was a printer or ran a book store” 1 . Many Dutch Mennonites had warmly embraced this new printing technology, with some becoming quite rich from the enterprise. Sprunger writes that “This era was . . . the heroic age of Dutch Mennonite printing” and that “the Mennonite churches made great use of the printed word for advancing their religion” Neil Barrett Flared Cuff Stripe Shirt Dress Multi Colour zJSQSfJ
.

Is the printed word still valued by Mennonites? The existence of Herald Press, MennoMedia, and the various Mennonite libraries and archives scattered around North America are hopeful indicators to me that as Mennonites we still make great use of the printed word to transmit our faith, heritage, and the good news of Jesus to the next generation. M any congregations today maintain traditions of giving their young people Bibles or books when they are baptized or reach other milestones.

But the news is full of stories of traditional forms of media struggling to maintain viability in the face of a population becoming ever-more reliant on instant access via the internet, social media, and smartphones. And while I believe technology is a fantastic tool to meet many communication and learning needs, it is clear that when it comes to leaving a long-term record it is not as enduring or reliable as print media. The prize books I mentioned above have been preserved in their original form for nearly three hundred years; computers from twenty years ago have long been relegated to the trash heap. Just as technology has enabled us to preserve through digitization and increase access through web content, it also presents major problems of preservation and access of records based in formats that are now obsolete. While it is tempting to continue chasing the new and best technology trends, I think it is wise to take a step back and consider how we can also continue to support and use print resources to leave a record and transmit our traditions to future generations of believers. There is value in possessing tangible resources that we can peruse and return to years later without worrying about data migration, file format compatibility, and URL stability. The young people who received these books appreciated them as the prize they were and we would do well to remember in our ever-changing and fast-paced world that there are still many rewards to be found between the covers of a good book.

The central route emphasizes objective communication of information. The peripheral route relies on psychological techniques. These techniques may take advantage of a target’s not thinking carefully about the message. The process mirrors a phenomenon in animal behavior known as fixed action patterns (FAPs) . These are sequences of behavior that occur in exactly the same fashion, in exactly the same order, every time they’re elicited. Cialdini ( 2008 ) compares it to a prerecorded tape that is turned on and, once it is, always plays to its finish. He describes it is as if the animal were turning on a tape recorder ( Cialdini, 2008 ). There is the feeding tape, the territorial tape, the migration tape, the nesting tape, the aggressive tape—each sequence ready to be played when a situation calls for it.

In humans fixed action patterns include many of the activities we engage in while mentally on "auto-pilot." These behaviors are so automatic that it is very difficult to control them. If you ever feed a baby, for instance, nearly everyone mimics each bite the baby takes by opening and closing their own mouth! If two people near you look up and point you will automatically look up yourself. We also operate in a reflexive, non-thinking way when we make many decisions. We are more likely, for example, to be less critical about medical advice dispensed from a doctor than from a friend who read an interesting article on the topic in a popular magazine.

A notable characteristic of fixed action patterns is how they are activated. At first glance, it appears the animal is responding to the overall situation. For example, the maternal tape appears to be set off when a mother sees her hungry baby, or the aggressive tape seems to be activated when an enemy invades the animal’s territory. It turns out, however, that the on/off switch may actually be controlled by a specific, minute detail of the situation—maybe a sound or shape or patch of color. These are the hot buttons of the biological world—what Cialdini refers to as “ Reebok Classics White Cl Backpack 0ne8N1Py
” and biologists call “releasers.”

Humans are not so different. Take the example of a study conducted on various ways to promote a campus bake sale for charity ( Levine, 2003 ). Simply displaying the cookies and other treats to passersby did not generate many sales (only 2 out of 30 potential customers made a purchase). In an alternate condition, however, when potential customers were asked to "buy a cookie for a good cause" the number rose to 12 out of 30. It seems that the phrase "a good cause" triggered a willingness to act. In fact, when the phrase "a good cause" was paired with a locally-recognized charity (known for its food-for-the-homeless program) the numbers held steady at 14 out of 30. When a fictional good cause was used instead (the make believe "Levine House") still 11 out of 30 potential customers made purchases and not one asked about the purpose or nature of the cause. The phrase "for a good cause" was an influential enough hot button that the exact cause didn't seem to matter.

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