Evangelische Hochschule Tabor

Case Study:
Protestant University of Tabor

Milieu-sensitive addressing of the members of the Protestant Church

Challenge

Church reality manifests widespread “milieu captivity” (W. Huber). Despite claiming to be “of the people”, church life largely takes place within a narrow milieu framework.
The task was to overcome these milieu-related constrictions and address people beyond the traditional and conservative-bourgeois lifeworlds.

Solution

First, by donning our SINUS eyeglasses we were able to prove a far-reaching fragmentation and segmentation of church members. The SINUS study “Evangelisch in Baden und Württemberg” (“Protestant in Baden and Württemberg”) was fundamental here.
In a second step, we developed a whole range of tools to promote a milieu-sensitive communication of the Gospel: manuals, training, media etc.

Result

Result 1 was the shock revelation about the narrowing milieu framework of the Church.
Result 2 is an ever-growing milieu sensitisation among the full-time staff.
Result 3: The milieu perspective is now firmly established.
Result 4: Action on the part of the Church is increasingly differentiated according to milieu and is reaching its addressees more effectively.

What the client says

The SINUS-Milieus are not only an excellent visual aid with which to remove the blind spot of the Church regarding its diverse composition; they also provide elementary insights for a crucial contextualisation of the Gospel in postmodern lifeworlds today.

Prof. Dr. Hempelmann MA, Tabor Protestant University

Evangelische Hochschule Tabor

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