Parshas Eikev - In One Eye and NOT out the Other

Announcements, phone calls, e-mails, fliers, facebook, twitter are only some of the methods we use to communicate information. Despite how many times announcements are made or e-mails sent, invariably there are some who didn't get the information. Quite often, as an event is taking place, someone will come later and say 'I didn't hear or read about it'. There is a great difference between listening and hearing and reading and comprehending; almost everyone hears and reads things, but they are not necessarily listening or understanding. Yet I believe there is a deeper issue than just hearing to listening and glancing and reading..... Subconsciously ignoring.

The debate rages as to how much advertising is needed for people to get the message. There are instances when repeating information in different forms is beneficial. At other times people become sick and tired of hearing or reading the same information repeatedly - even when it's packaged differently. Granted, the level of attention something receives is directly correlated to how interested the party may be. Announcements, either in person or through media that are not meant for my age group or gender will automatically not register in the "paying attention section" of my brain. Of course there are things that apply to everyone across the board, and that is Torah and all the things which link to Torah.

In the beginning of this week's Parsha Eikev, the Torah states: והיה עקב תשמעון את המשפטים האלה

Ah Gut Shabbos

Rabbi Avraham Bogopulsky

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