According to Allen & Williamson, in their Preaching the Gospels, Mark is using John the Baptist to alert the reader to the apocalyptic nature of the ministry of Jesus. His readers would have gotten the allusion to Isaiah (see also Exodus 23:20; Malachi 3:1; and Isaiah 40:3).
Further, in that time (again, I'm using Allen & Williamson), apocalyptically oriented Jewish groups sometimes initiated people into their communities by baptism. In their thinking, sin is a power in the old age that binds people. Repentance is "the dynamic action of turning away from disobedience ... toward God, obedience, justice, and living in covenant in the divine realm."
John, like Elijah, is the one who discloses the one for whom we are waiting (Malachi 4:5).
God, acting through Jesus, has more power than John, Caesar, Herod, the Jewish leaders, Satan, the demons, or other entities. While John prepares people for the new age with repentance and immersion, Jesus will baptize them with the Holy Spirit (Allen & Williamson).
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