The way in which contexts determine the meaning of embedded scripture texts in the Gospel of Mark is the focus of this text. Many historical critics base their readings on a context that is external to Mark's story world, be it a reconstructed socio-religious setting of the evangelist, a Jewish exegetical tradition or some earlier stage in the development of the gospel. What is common to these readings is the neglect for the context of the story world - the very context in which scripture quotations and allusions are embedded. The author proposes a method of reading these embedded texts that is sensitive to the story world, though not at the expense of the historical setting in which the gospel was written. Jesus' announcement in 1:15 concerning the kingdom of God serves as the point of entrance into Mark's story world.