Collin Hansen explains why contextualization—communicating an unchanging gospel in changing cultures—is central to the mission of The Gospel Coalition. Drawing on missiologists like Harvie Conn and Lesslie Newbigin, he argues that Western Christians must learn to “think like missionaries” in their increasingly post-Christian societies. Every culture reflects both truth and idolatry; therefore every culture must be commended and critiqued. The gospel does not fit naturally into any cultural framework—Jews demand signs, Greeks seek wisdom—but Christ crucified confronts and redeems all cultures.
Hansen shows how contextualization can go wrong in two ways: over-contextualizing, which compromises doctrine, or under-contextualizing, which confuses Christianity with a particular culture. The biggest barrier is our own blind spots, often revealed only when we encounter other cultures. Using American examples—church fights over masks, vaccinations, gun control—he illustrates how cultural preferences can be elevated above biblical authority.
He proposes the tool of theological vision (developed by Richard Lints and Tim Keller), a “middleware” between doctrine and ministry practice. Theological vision helps churches apply Scripture faithfully while understanding their own history, cultural assumptions, and context. Hansen urges Christians to value diverse strengths—courage, compassion, and a commission-driven spirit—while avoiding the demagoguery of cultural extremes. True contextualization, grounded in Scripture and informed by global and historical wisdom, enables the church to proclaim Christ clearly to every people and place.