167 by which Reformation ideas spread. The Reformers offered a new message, but they did not reinvent the media. They continued to use traditional, oral forms of communication to communicate new doctrine, and they labored within the orality framework with which they themselves were well acquainted, having been reared therein. Thus, communication within this context came quite naturally to them.
Figure 4.7: Contextualization of Reformation Message Secondary Orality: Campus Crusade for Christ Orality is gaining ground in traditionally textual contexts. This phenomenon is known as “secondary orality,” a term coined by Ong in Orality and Literacy in 1982. He states: I style the orality of a culture totally untouched by any knowledge of writing or print, “primary orality.” It is “primary” by contrast with the “secondary orality” of present-day high-technology culture, in which a new orality is sustained by