I always consider the frames of an audience before preaching a sermon in which I share a personal story about my two older brothers. One of them enlisted in the Vietnam War; the other moved to Sweden. Both of them made their decisions out of strong theological and ethical convictions. I use the story to suggest that good Christians can disagree and still love one another as brothers and sisters. Nevertheless, for many people Vietnam remains in the not-too-distant past, and the ethical and political overtones of the story can collide with the frames of certain congregations. Depending on the audience's attitudes about patriotism, loyalty, or Vietnam itself, the story could be counterproductive to the sermon's point. As a result, I am extremely careful to analyze the values and viewpoints of a particular group to see if the story could be used. And if I sense that my own frames differ from theirs, I consider whether I can draft and deliver the story in a way that helps them "see" the story through their own frames. In other words, I see if I-like Paul-can speak the language in a way that the self-disclosure connects.

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Familiarity

Based on his analysis of communication studies, Jeffrey Kisner points out another significant variable that influences the effectiveness of autobiographical stories in sermons. The degree of familiarity a preacher has with a given congregation informs two critical factors: timing (when a story should be told), and valence (the light in which the which the story casts the preacher). When the preacher is a stranger--that is, new or unfamiliar to the congregants-stories that cast the preacher in a positive light and convey the preachers direct responsibility for the outcome should be told late in sermons. Late timing is also best for stories with a negative valence and which convey no responsibility on the part of the preacher. On the other hand, if the story is negative and the preacher is responsible, the story should appear earlier in the sermon. Kisner offers a general recommendation for preachers unfamiliar with a congregation: If you use an autobiographical account, use one that is positive (but not excessively "heroic"). Disclosing to strangers in a way that paints yourself in a negative light can cause listeners to wonder why you are airing your dirty laundry upon them. Furthermore, they might question what other issues you might have. These listener perceptions hinder the sermon event, and they reduce preacher ethos.21

Bob Russell, pastor of Southeast Christian Church in Louisville (and one of the best practitioners of pulpit autobiography today), offers a caveat to this contention of stressing the positive to strangers. Whereas dumping an insecurity or failure upon these listeners is not in the sermon's best interests, Russell suggests that self-deprecating humor just prior to the sermon introduction can serve well to identify with your audience. Often Russell is introduced great fanfare as a preacher of a huge church. His concern over such flowery introductions is that he is being "made bigger" than he really is. In response, says Russell,