Thrice

In real estate, folks often say that the three most important things to consider are location, location, and location. 

In advertising, folks at least used to say that the three most important things to consider were repetition, repetition, and repetition. In today’s rapidly changing media culture I’m not sure that the rule still holds true, as web 2.0 push technology begins to fade and the new, 'personalized to each person with more information and direction than was ever available before' web 3.0 experience takes hold.

Nevertheless, seeing, hearing, smelling, feeling, or otherwise engaging a concept, an invitation, a greeting, a message, a song, or and advertisement of some kind multiple times still leaves a lasting impression on our minds.

So when you notice something being repeated in any context, it is best to pay attention to what it is. It is likely that the repeated word, picture, tune, or phrase is meant to be remembered. It is likely that it is meant to have a lasting importance.

In this week’s Bible reading from John 20:19-31, the one often referred to as the ‘doubting Thomas’ reading, Jesus greets the disciples three times. Thrice. Each time he says “Peace be with you.”

I think the repetition is meant to communicate something of lasting importance. So why isn't this Bible reading known as the “peace be with you” reading?