Luther develops a new concept of the Word of God that concentrates on the word and image of Christ. He uses performative images and presence metaphors not only in the field of Christology, but also in the field of creation and consummation. The Word of God and the image of Christ are the only medial possibilities for proclaiming the presence of God with the prevalence of the oral word over the written word (scripture). Christ is understood as the personal Word of God, which can be communicated only through interpersonal mediality and polysemy. The cultural technique of communication makes faith possible (e.g., through the sermon, Lord’s Supper, or baptism). Rhetoric is the effective and affective way to communicate this Word of God.
The rhetoric of the crucified as the imaginative Word of God is the medium that liberates the believer from being entangled with sin, hell, and death. Yet speech cannot be functionalized to become a guaranteed presence of this word—although Christ understands himself as a communicator. At the same time, his word is a rhetorical strategy for coping with the absence of God. The cry at the cross, “My God, my God, why hast Thou forsaken me?” (Mark 15:34) is a verbal expression of the complete Godforsakenness of the crucified. The words on the cross express the radical absence of God. The rhapsodic cry is centered on abandonment. It cannot be whitewashed by ontology or logic. With these words Luther accentuates the negativity of the dead body as a communicative practice. The Word of God (and the word of the Christian) is characterized by polysemy: the word of the resurrection of Christ is gospel. Only this oral word enables the perception of resurrection. In many other dogmatic fields, such as creation, theological anthropology, incarnation, the sacraments, ecclesiology, and eschatology, faith and words belong together because God’s companionship with us is verbal. The iconic and metaphoric character of the word is not a representation of the fourfold sense of scripture, but a unique way to accentuate the performativity and at the same time the polysemy of the Word of God.