When Mark wrote his Gospel, he felt no need to establish that his book, as opposed to others, was apostolic. There were no others. So too Matthew and Luke: they were continuing a Gospel tradition, started with Mark, that was widely seen in their circles as authoritative, and so did not need to authorize their message by pretending to be an apostle when they were not. In John’s case the text is authorized: the author claims to be basing his account on the traditions passed on by “the disciple Jesus loved.”
Their point had to do with the message they wanted to deliver, not with their own identity as authorities who could deliver it. There was no need to establish their authority. The authority lay in what Jesus said and did. It was only later when Christians had lots of Gospel accounts before them, with varieties of perspectives represented, that it was important to stress that this, that, or the other Gospel was the one that got it RIGHT. And to do that, readers, editors, and scribes assigned names to earlier Gospels to show that the person delivering the teaching knew what he was talking about.
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