Building a religious brand: Exploring the foundations of the Church of Scientology through public relations

ABSTRACT

Although L. Ron Hubbard is known for founding the Church of Scientology, he is not generally considered a public relations practitioner. However, his efforts to practice the discipline to advance Scientology are documented in Church publications. Unlike examinations of older religions, which require reinterpretations of activities through a public relations lens, existing Church documents allow for an evaluation of the role public relations played in building a religious movement. This article explores how Hubbard used public relations to establish Scientology, finding he embraced practices such as celebrity endorsement and image management but eschewed common media relations and crisis communication practices.     

Good works well publicized? Understanding L. Ron Hubbard’s interpretation of Effective Public Relations

Scientology’s public relations function is based on research and writing by L. Ron Hubbard, who studied public relations and drafted documents directing Church communication strategies. Hubbard annotated the textbook Effective Public Relations, which was reprinted for Church practitioners. Textual analysis shows Hubbard was particularly interested in redefining key concepts, emphasizing interpersonal communication strategies, and selectively adopting media relations strategies. The findings suggest that he used the annotations to appropriate the text and position himself as a communications expert. Evidence suggests Church communication practitioners continue to follow Hubbard’s recommendations.     

Colonial collaborators: Britain and the Catholic Church in Trinidad,c. 1820–1840

Trinidad, a predominantly Catholic and Francophone island, became a British colony in 1802. The lynchpin of the Catholic Church’s authority and influence in the region, Trinidad’s religious culture was defined by powerful racial tensions. Francis de Ridder, a Roman Catholic priest, was born in 1800 to a slave mother and a Belgian-born planter father. As a priest and free person of colour in Trinidad between 1825 and the early 1830s, his experience reveals much about the complex, yet collaborative relationship that existed between the Catholic Church and Britain’s colonial office. This relationship, which expanded significantly between 1820 and the early 1840s, was informed by demographic change and the reorganization of ecclesiastical structures. The de Ridder case is used here as a springboard for exploring some of the ways that slaves and free people of colour were excluded from religious practice and Church authority structures. In working closely with colonial officials on the ground in Trinidad, these Catholic leaders, who were often bishops or their coadjutors, embedded the Church within the governing structures of elite white society. What emerges is a picture of a Church whose missionary leadership actively pushed non-whites to the periphery of the story of its global spread.     

Highly religious young Catholics in Northern Ireland: Renewing the Catholic landscape?

This article explores findings from a 2022 survey of students associated with the Catholic Chaplaincy at Queen's University, Belfast. It is the first study to investigate the beliefs, practices, and experiences of highly religious young Catholics in Northern Ireland. It presents survey findings on beliefs, practices, and influences on faith; dynamics of increased religiosity; and views on Church teachings on same sex relationships, euthanasia, sexual relationships, and abortion. Women are more likely to disagree with Church teachings on these issues than men. The survey confirms the importance of family socialization but finds that a substantial minority experience religious change at university. Respondents prioritize renewal but disagree on how to prompt it: some advocate greater ‘openness’ to women, LGBTQ+, and others perceived as marginalized; and others feel ‘evangelization’ should be emphasized. ‘Post-secular Catholicism’ is used as a foundation for reflections on religious persistence among Northern Ireland's young Catholics, raising questions about their potential role in renewing Ireland's Catholic landscape in light of the synodal process underway in the Church.     

Beyond reputational and financial damage: Examining emotional and religious harm in a post-crisis case study of Hillsong Church

Religious organizations have largely been overlooked in public relations scholarship, particularly in the crisis communication literature. Additionally, research in crisis communication primarily focuses on the reputational, material, and financial damage caused by crises. This study addresses theoretical and topical gaps in public relations scholarship by advancing Spaulding’s (2018) emotional and religious harm categories for moral crises within religious organizations. Results of a qualitative case study of Hillsong Church’s Carl Lentz crisis suggest an emotional harm continuum exists for moral crises, and religious harm emerges as distancing as a religious protective measure. Findings advance crisis communication theory regarding the use of religious and renewal rhetoric and types of harm inflicted from crises, and assists practitioners in crafting post-crisis messages that prioritize stakeholder healing and the organization’s recovery.     

Perspectives on the West in the Orthodox Church press of Kyiv diocese, 1900–1914

As Russian Orthodoxy in the late imperial period faced new pressures for freedom and democratization in society, the state, and the Church, Orthodox churchmen sometimes looked to the West – its culture and its religious confessions – as either cautionary tale or inspiration. This article examines how clergy and ecclesiastical academy scholars in the borderland diocese of Kyiv analyzed the West in the diocesan press. Their views of the West and of Russia helped to shape the Church’s varied responses to modern culture, political change, and calls for Church reform. Some contributors praised Western political freedom and law, but many experienced a fraught relationship with modernity. The Slavophile ideal of communal wholeness, which contrasted with Western impersonal legalism and atomization, and a reluctance to cede authority constrained the Orthodox response to modernity’s pressures. Retaining the Church’s role in society while addressing Western material vitality, modernist influences, and demands for freedom of conscience proved challenging. Some cautiously welcomed the Duma as a brake against bureaucracy but only as a consultative body, lest it curtail the tsar’s autocratic power. Rejecting the divisive individualism of Protestantism, they sought to soften Church hierarchy through conciliarism but stopped short of radically laicizing authority in the parish.     

Pierre Bourdieu and the sociology of religion: A central and peripheral concern

Although some of Bourdieu’s most basic concepts have their roots in the sociology of religion, religion itself has, in appearance, only a marginalized status within his work. This article focuses on the genesis of religious field and how the theories of Durkheim, Mauss, and Weber fold into the notion of field defined by Bourdieu. Religious field must be understood within the symbolic economy as well; divisions of symbolic labor are therefore discussed in relation to segmented and non-segmented societies. Finally, Bourdieu’s analysis of institutions, in particular the Catholic Church, further help us understand the use and evolution of religious field in his work and shed light on the sociologist’s understanding of the movement from religious beliefs toward aesthetic ones.     

‘Eyesight to the Blind’: Secular and Religious Dialogue in the ‘Devil's Music’

I adopt a dialogic approach to refute Paul Oliver’s claim that there is no challenge to the authority of the black Church or religion in the segregated ‘race records’ of the first half of the 20th century in the United States. I dismiss the claims of some black theologians that the presence of biblical imagery in the blues means that performers were essentially religious. I show that the dialogue between secular song and religious sermons on record involved mutual parody, satire, and polemic in a common speech genre. Attacks on the Church, its members, clergy, and doctrines were common. Recorded sermons spoke back in defense. Mikhail Bakhtin's concepts offer purchase on the relations between secular and religious recordings in an ongoing struggle for hegemony in black cultural production.     

“Priestesses unto the Most High God”: Gender,Agency, and the Politics of LDS Women’s Temple Rites

This study builds upon previous research on religious women’s agency by drawing from in-depth interviews with active Latter-day Saint (LDS) women to examine the interconnections among LDS temple initiatory rituals, religious identity, and institutional patriarchy. Interviews reveal the ways in which the women in this study used ritual movements, vestments, and symbols to challenge Mormon patriarchy and reimagine themselves as “priestesses unto the Most High God.” The women forged oppositional identities not through resistance but through observance. Despite the construction of these alternative identities, their stories highlight the diverse mechanisms through which the LDS Church appropriates, manages, and suppresses women’s priestess beliefs and identities in ways that maintain the patriarchal organization of the Church. Mechanisms, including the pervasive culture of shaming, silencing, and disciplining LDS women, are explored and implications for the sociology of religion are discussed.     

Elijah the Prophet in Crime and Punishment

Post-Soviet scholarship has produced a plethora of new studies on Konstantin Pobedonostsev, focusing on his political “conservatism” and its current relevance. This scholarship, however, has marginalized two critical dimensions – the religious (so important to Pobedonostsev) and the transnational (so powerful a force because of post-1870 globalization). This study offers a critique of the new scholarship and draws on archival materials to reassess Pobedonostsev’s role as chief procurator (ober-prokuror) of the Holy Synod. Here it is argued that: (1) Pobedonostsev was not the embodiment of sterile negativism (as many claimed), but rather insisted that the change be gradual and based on Russian reality, not foreign models; (2) Pobedonostsev’s influence declined not only in the government (as is well known), but also in the Church; (3) Pobedonostsev became increasingly alienated from the “Church” and clergy, coming to identify with “simple believers”; (4) to meet their needs, Pobedonostsev laboured to build parish schools and reopen parish churches, and in the 1890s focused on religious writing; (5) at odds with the Church hierarchy, Pobedonostsev increasingly identified with the parishioners as the real repository of piety.     

Theology of liberation and some problems of religious change in Brazil

It has been said that in Brazil the Catholic Church, by the adoption of the Theology of Liberation, chose the poor, but the poor chose the ever growing churches and sects of Pentecostal derivation. This paradox haunts the sociology of religion, in Brazil and elsewhere. This paper suggests to its solution a hypothesis inspired by Weber's ‘Religious Directions of the World and their Directions’ (the ‘Zwischenbetrachtung’).The social, political and economic efficacy of a given religious movement is essentially linked to its theodicy. In other words, the passage of religion to politics, if understood as the exit from religion as allegedly motivated by religion itself, involves a contradiction as it implies the elimination of its basic religious motivation. The inner-worldly success of a religious tendency depends, therefore, on the persistence of a properly religious ‘rejection of the world’. In fact the whole of the Theology of Liberation movement falls under a certain cognitive penumbra, a kind of theological and philosophical syncretism, which constitutes both its main strength and its main weakness.     

W.E.B. DU BOIS,THE BLACK CHURCH,AND THE SOCIOLOGICAL STUDY OF RELIGION

During his early sociological period (1896–1914), Du Bois published several empirically-based studies on the Black Church. Many topics were addressed that are relevant to the contemporary study of the Black Church and the sociology of religion. Du Bois utilized methodological triangulation to empirically ground his studies of the Black Church. Census, survey, and ethnographic data were integrated to provide a comprehensive picture of the role of the Black Church in the African American community. He addressed the social construction of African American religious identity and provided an early functional analysis of the Black Church. The association between religion and social class was recognized, and Du Bois was a pioneer in the area of congregational studies addressing such issues as church expenditures and membership patterns and generating surveys of children's religious beliefs and ministerial effectiveness. Extensive data were collected on Black Church membership in large cities and small communities. These data make it possible to reconstruct the Black Church religious economy in these areas. Du Bois' sociological work on religion provides a link to the discipline's past and a bridge to its future.     

Intermarriage and the demography of secularization

One way of measuring religious affiliation is to look at rites of initiation such as baptism. English statistics show that for the first time since the Church of England was founded, less than half the nation is Anglican on this criterion. The pattern of formal religious transmission changed during the Second World War. Previously christening was quasi-universal, and the Church of England was the preferred provider. By the end of the war baptism was evidently optional, and chosen principally by parents whose religious identities matched. Further analysis suggests that affiliation now tends to be lost following marriage to someone from a different religious background, though the USA differs from Europe in this respect. A demographic theory of advanced secularization is outlined that specifies a proximal cause for declining religious affiliation, and provides tools for predicting the changes to be expected over future decades. The theory also helps to explain why affiliation may fall most quickly where there is most religious diversity.     

The Cost of a Calling? Clergywomen and Work in the Church of England

This article explores the work of clergywomen in the Church of England within an analysis of the Church as a gendered organization. We highlight the sex discrimination they often face, at the same time as satisfaction with their work and the need to follow their calling regardless of the difficulties. This is explained through an analysis of the significance of religious calling and the requirement for ‘sacrifice’ on their ability to endure their work and to challenge discriminatory treatment.     

Spiritual Gatekeepers: Time and the Rite of Christian Initiation of Adults

This article addresses the process of initiation into the Catholic Church by analyzing in‐depth interviews with parish‐based professional initiation coordinators. The formal title given to this process of initiation by the Church since Vatican II is the Rite of Christian Initiation of Adults (RCIA). Since the RCIA's promulgation, the Church has hired a host of lay and religious professionals to coordinate its implementation at the parish level. Our analysis focuses on the temporal sequencing and the problem of duration of initiation. The data show that both city and suburban coordinators adapted the Church's mandated length of time for initiation in different ways as they negotiated covenantal and contractual social relations among RCIA participants.     

The Effective Use of New Media in Disseminating Evangelical Messages Among Catholic College Students

Religious life of American youth has received little attention from social scientists, but this is changing as research underscores the importance of religious identity. The Catholic Church has historically employed new forms of communication to reach its followers. This article examines Catholic college students’ use of new media and the impact on their faith. To explore this, a qualitative method was used. Five major themes emerging from the study were: (a) positive effects of Christian media content, (b) everyday use of new media, (c) the Catholic Church is buried in tradition, (d) importance of credible sources, and (e) failure to program toward youth. Data collected from these qualitative interviews suggest the Catholic Church must become aggressive in utilizing new media and programming messages of faith and education about the Church to this younger generation as their values are being shaped.     

Homonegativity in the Religious Dress History of the Marist Brothers, 1817–1840

This article presents a historical sociological case study of sexual oppression within the early nineteenth-century foundation period of a French Roman Catholic male religious order, the Marist Brothers, founded in 1817. The different sexualities of two rival founder figures, the priests Jean-Claude Courveille and Marcellin Champagnat, the former homosexual, the latter heterosexual, found expression in radically divergent conceptions of the religious habit. For Courveille, the costume design for the Brothers was ostentatious and stylish; for Champagnat, it was sober and clericalised. This archive-based investigation shows how Courveille's sexual orientation led to his fall from grace within the Church and the suppression of his sartorial self-expression. Champagnat, whose conventional dress rules prevailed, became a canonized saint. In the victory of the orthodox sacred dress code, the ideology of ‘clerical masculinism’ weaves its hegemonic power over the bodies of ‘men of the cloth’.     

Building an Orthodox empire: Archpriest Ioann Vostorgov and Russian missionary aspirations in Asia

Using the example of Archpriest Ioann Vostorgov, this article analyzes how during the final decade of the Russian empire, the colonization of Siberia, Central Asia, and the Far East, as well as the state’s engagement in East Asia, created new opportunities for Orthodox clergymen to participate in Russian imperial aspirations in the region. Asia had captured the imagination of Vostorgov, providing him with a backdrop for articulating the pivotal role that the Orthodox Church would perform in forging the future empire and a new world order. Facing an environment of porous borders, hostile neighbours, along with dizzying religious and ethnic diversity, Vostorgov supported the resettlement of Orthodox peasants and the intensification of missionary work, both inside and outside of Russia’s borders, which he believed would secure the future of the empire.     

A Catholic Perspective on Gay Priestly Ministry from the Closet

Abstract

Overview of Catholic doctrine and interpretation of Catholic teachings pertaining to homosexuals and homosexual practice are reviewed by two “closeted” homosexual priests. The paper considers the role of the clergy and expectations of the Church regarding pastoral ministry to homosexuals. Case studies highlighting unique contributions by ‘closetedr’ and ‘open’ homosexual clergy to pastoral care of homosexual parishioners are presented. The authors discuss personal and professional dilemmas facing homosexual clergy including ‘coming out’, homosexual bonding within religious communities, and the wide range of attitudes among Catholics, lay and religious, concerning homosexual Catholics.     

Polarization and the Limits of Politicization: Cordoba’s Mosque-Cathedral and the Politics of Cultural Heritage

Qualitative Sociology - This article examines a recent controversy over the Catholic Church’s registration of Cordoba’s iconic Mosque-Cathedral as official Church property in 2006. In...