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Framing, Public Relations, and Scientology: an Analysis of News Coverage and a Controversial Organization

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Framing, Public Relations, and Scientology: an Analysis of News Coverage and a Controversial Organization FRAMING, PUBLIC RELATIONS, AND SCIENTOLOGY: AN ANALYSIS OF NEWS COVERAGE AND A CONTROVERSIAL ORGANIZATION by KRISTY L. MCALLISTER B.A. University of Central Florida, 2007 A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in the Nicholson School of Communication in the College of Sciences at the University of Central Florida Orlando, Florida Summer Term 2013 Major Professor: Jennifer A. Sandoval ©2013 Kristy L. McAllister ii ABSTRACT This study investigated the most common frames used in news coverage of the Church of Scientology from 2009 to 2013. Using textual analysis, with framing and public relations theories as lenses, this study examined recent news coverage – both print and television – to identify frames used, and the potential public relations crises the Church is currently facing due to this media exposure. Analysis showed three major frames used during coverage, along with their corresponding sub-frames, which highlight certain aspects of the frame: Culture of Abuse (Imprisonment, Controlling, Family Disconnection, Exploitation of Children, Violence, and Financial Abuse), The Information Paradox (Conflicting Information, Simple Misunderstanding, and Non-Traditional Approach), and Leadership Issues (The Problem Lies with Leadership, Celebrity Obsession). Also uncovered were three potential public relations crises: The Mistreatment of Church Members, The Misuse of Funds, and Bad Communication Strategy. The research showed a strong strategic preference of the Church to use legal tactics or denial strategies when dealing with crises. A review of public relations theory suggests that the Church use a more open approach and also incorporate mortification strategies to accept blame and repair their damaged image. iii ACKNOWLEDGMENTS This project would not have been possible without the help and expertise of my committee members, Dr. Coombs, and Dr. Neuberger; and also my captain, cheerleader, tether, and thesis chair, Dr. Sandoval. She knew exactly when to provide constructive feedback to keep my spirits up, and when to rein me back in when my ideas began to float away. I would also like to acknowledge my husband, a very important influence, whose constant disapproval of laziness and procrastination became the ultimate motivating tool. iv TABLE OF CONTENTS LIST OF FIGURES ......................................................................................................... vii CHAPTER ONE: INTRODUCTION ................................................................................. 1 CHAPTER TWO: LITERATURE REVIEW ...................................................................... 5 Public Relations ........................................................................................................... 5 Reputation Management .......................................................................................... 5 Crisis Public Relations ............................................................................................. 7 Framing and Effects Theories .................................................................................... 16 History of Scientology ................................................................................................ 17 Founding ................................................................................................................ 18 Basic Beliefs and Practices .................................................................................... 18 Scientology and Controversy ................................................................................. 21 Media Strategies of CoS ........................................................................................ 29 Research Questions .................................................................................................. 31 CHAPTER THREE: METHOD ...................................................................................... 34 Textual Analysis......................................................................................................... 34 Discourse Analysis .................................................................................................... 36 Framing Analysis ....................................................................................................... 37 Sample ...................................................................................................................... 39 CHAPTER FOUR: ANALYSIS ...................................................................................... 41 Framing and Scientology ........................................................................................... 41 v Culture of Abuse .................................................................................................... 41 The Information Paradox ........................................................................................ 50 Leadership Issues .................................................................................................. 55 Public Relations and Scientology............................................................................... 59 The Mistreatment of Church Members ................................................................... 59 The Misuse of Funds .............................................................................................. 63 Bad Communication Strategy ................................................................................ 65 CHAPTER FIVE: DISCUSSION .................................................................................... 69 Framing and Scientology ........................................................................................... 69 Framing Devices .................................................................................................... 69 Problems, Causes, and Remedies ......................................................................... 73 Over-Arching Frames ............................................................................................. 74 The Cult Question .................................................................................................. 76 Public Relations and Scientology............................................................................... 78 The Mistreatment of Church Members ................................................................... 79 The Misuse of Funds .............................................................................................. 81 Bad Communication Strategy ................................................................................ 82 Suggestions for Future Research .............................................................................. 86 Conclusion ................................................................................................................. 87 REFERENCES .............................................................................................................. 89 vi LIST OF FIGURES Figure 1: Coombs’ (2005) Crisis Response Strategies.................................................. 12 Figure 2: Sample ........................................................................................................... 40 Figure 3: Scientology’s Frames and Sub-Frames ......................................................... 75 Figure 4: Public Relations Strategies ............................................................................ 79 vii CHAPTER ONE: INTRODUCTION The Church of Scientology has a complicated public image. From memoirs of former members to their own advertising campaign, and even a controversial South Park episode (aired November 16, 2005), there are complex and contradictory messages about the organization. Recently, the media presence of Scientology has been less humorous and more damaging to their reputation. During the first two months of 2013 two books were published detailing various negative aspects of the Church. These books, one by a Pulitzer Prize winning journalist and the other by the niece of David Miscavige (the current leader of the Church of Scientology) include accusations of coercion, spying, and lying to more serious legal charges of abuse, extortion, and blackmailing. Additionally, the news coverage of these accounts as well as other Church activity has focused undesirable attention on the more controversial aspects of the organization. The purpose of this study is to uncover the commonly applied frames used in news coverage of Scientology. All media accounts of Scientology have the ability to influence how it is perceived by media consumers. This influence has the potential to benefit the organization or harm it, altering perception and reputation, which in turn has potential to a public relations crisis. The Church of Scientology (CoS) has experienced public relations turmoil since its inception over sixty years ago. Scientology has been investigated by various government agencies, anticult groups, and media outlets; however there are still a large number of people in the general public who are not greatly familiar with CoS (Reitman, 2011b). The Church is known for their intense shroud of secrecy and aggressive legal tactics (Urban, 1 2006). These tactics limit the amount of information the public receives about the Church, in large part because the Church has a reputation for suing news outlets and individuals who speak out against the organization (Lewis, 2009). The tactics employed by the Church of Scientology may have worked for many
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