One of the similarities between my vocation as a biblical scholar and my current job as a web designer is the fact that in both cases I am dealing with texts. In the former I am interpreting a text, whereas in the latter I am writing texts. A web page is, after all, a text, albeit a text that uses more than just words to get its message across.
An issue that is common to both fields is the question of how we read texts. That is, how do people actually read the words that are put down on paper. As an academic and an author, I like to think that people read every word I write and focus on every nuance. In reality, I know better. Even when writing a book, I know people are going to read it in different ways. Few will do a deep reading, while some will scan it. The majority lie somewhere in between.
On of the interesting things about the web, however, is that most pages on the web are scanned instead of read. The majority of people spend about 2-3 seconds looking at the majority of the pages they come to. The eye jumps to four or five spots on the page, and if those don’t capture the attention or contain the needed information, they move on.
This has major implications for the design of web pages, but more importantly it says something about how we get information. Reading a book means (usually) reading all of the pages in a sequential order. The author has a good deal of control over the information the reader receives, though little over what the reader agrees with or even remembers. That kind of control is lost in web design. You can lay out a well-balance and nutritious five-course meal on your page, but people will treat it like a buffet where they can take what they like and leave the rest.
The issue of how people read the text in ancient times is one that fortunately has also begun to receive attention in the field. Because of our post-Gutenburg existence, we often make unwarranted assumptions about how a text was read in ancient Israel. Texts were usually not wide-spread, which didn’t matter much in a society with perhaps 1-2% literacy. The original readers, of course, we not readers at all. They were hearers.
I think when talking about the original audience of the biblical text, we have to be very specific. Are we talking about the general population? If so, in what contexts did they encounter the text? How large were the chunks they heard at any one time? How often did they hear it? For the people who were literate, we need to ask how they used the text. Did they read it silently? Aloud? To whom? Was it important for them to read it word for word, or did it merely serve as a reminder of the general outline of the story? Were texts like Leviticus and Deuteronomy read at one sitting or used more as a reference work?
It is clear that we need to move beyond our simplistic concepts of what a reader is.




