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CULTURE, SOCIETY AND THE MEDIA 215
            and positively fostered heresy. The close connection between Bible-reading and
            heretical  belief has often been observed  by historians (for example, Dickens,
            1964 and Thomson, 1965). Just why this should have been the case is less than
            clear without reference to modern media research. This shows that people tend to
            read,  understand and recall  elements within a communication selectively,  in
            ways that  accord  with their prior  disposition (see, for  example, Cooper and
            Jahoda,  1947; Hovland,  Janis and Kelley, 1953;  Klapper, 1966).  The widely
            different responses to the Bible, expressed in different forms of heresy, can be
            partly explained by the divergent traditions of late medieval and early modern
            Europe. To see the Bible as ‘producing’ heresy is somewhat misleading: rather,
            exposure to the Bible caused prior differences within Christendom, reflecting the
            different social backgrounds, national traditions and religious orientations of the
            new Bible  public,  to be expressed in the form of  divergent religious
            interpretations. Thus, the dissemination of the  Bible  did not so much create
            differences within the Catholic Church as cause them to be expressed in the form
            of differences over doctrine.
              Other contingent factors probably reinforced  the schismatic impact of
            vernacular Bibles. Centuries of  exegetical analysis and interpretation had
            produced Catholic doctrines  lacking a  clear scriptural basis. The Bible is an
            inherently equivocal text which lends itself to very different interpretations based
            upon an apparently literal understanding of different parts of it. The failure of the
            ecclesiastical authorities to prepare the ground adequately for the reception of the
            Bible also limited their ability to defuse its divisive impact. While the research of
            historians like Heath (1969) and Elton (1975) clearly calls into question
            traditional conceptions of a ‘corrupt’ preReformation Church, there can be no
            doubt that inadequate, if improved, clerical training and the continuing ritualistic
            formalism of the late medieval Church prevented effective ecclesiastical
            supervision of lay responses to the Bible.
              The causes of the rise of Protestantism are exceedingly complex, and are only
            partly to do with religion. But, at one level at least, Protestantism can be viewed
            as a  synthesis  of the different disruptive tendencies set in motion  by  a  new
            technique of mass  communication. Protestantism  was a movement  that was
            inspired,  in part, by  access to an alternative source  of religious  doctrine,  the
            Bible,  mediated through print,  that competed  with hierarchically  mediated
            orthodoxy;  it took  the form  of a fundamentalist reconstruction of  Christian
            dogma based on a literal interpretation of the scriptures; it was a book-centred
            definition of religious experience that rejected many of the pre-literate, ritualistic
            forms of religious communication and the central  intermediary role of the
            Catholic priesthood; it was a revolt against papal sovereignty, which the printed
            word had helped to foster by contributing to the decline of the papacy’s prestige
            and  ideological ascendancy; and, in  some ways, Protestantism was  also  the
            expression of  a growing secularism and nationalism that  the  growth  of  a lay
            scribal and print culture had helped to promote.
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