OPERATION LEMONADE: OPUS DEI‘S PUBLIC RELATIONS CAMPAIGN AGAINST THE DA VINCI CODE By KIRSTEN BIONDICH A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN MASS COMMUNICATION UNIVERSITY OF FLORIDA 2007 1 © 2007 Kirsten Biondich 2 To my fiancé, my partner in crime and lifeline during our graduate school years. 3 ACKNOWLEDGMENTS When I picked up my copy of The Da Vinci Code from the airport book store almost two years ago, I never imagined it would lead me to this thesis. Without the guidance of my committee chair, Dr. Michael Mitrook, my thoughts and ideas about Opus Dei and their unique communications crisis would not have matured into a formal research project, so I thank him for that and his support through the long process. I would also like to thank the other members of my committee: Dr. Jennifer Robinson, whose expertise in crisis communications was an excellent and needed resource for this study; and Dr. Robert Westin, an advisor to Dan Brown‘s Angel and Demons and an essential guide to everything Da Vinci. Without the help of my committee, this project would never have reached its full potential. My deepest thanks go to my parents who have always encouraged and expected the best of me. Daily phone conversations with my mom kept me motivated and grounded when I thought this challenge was insurmountable. I know this will not be the last time they stand by my side through life‘s challenges. They mean everything to me and have taught me to really take pride in any accomplishment—no matter how big or small. And lastly, but certainly not least, thanks from the bottom of my heart to my future husband, Shane Hamstra. Shane is my calm in the eye of the storm and inspires me in so many ways that I could not begin to list each and every one. We have taken an incredible journey together that brought us from Indianapolis to the University of Florida for graduate school. As we accept our diplomas and exchange our vows all in the month of May, I will be sharing the happiest moments of my life with my true soul mate. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS.................................................................................................................... 4 LIST OF TABLES................................................................................................................................ 7 LIST OF FIGURES .............................................................................................................................. 8 ABSTRACT .......................................................................................................................................... 9 CHAPTER 1 INTRODUCTION....................................................................................................................... 11 Purpose of Study ......................................................................................................................... 13 Background Description ............................................................................................................. 13 Opus Dei History ................................................................................................................. 13 Common controversies ................................................................................................ 14 Membership .................................................................................................................. 18 The Da Vinci Code .............................................................................................................. 20 2 LITERATURE REVIEW ........................................................................................................... 24 Framing ........................................................................................................................................ 24 Framing Theory ................................................................................................................... 24 Framing and Public Relations ............................................................................................. 25 Framing Analyses ................................................................................................................ 26 Crisis Communication ................................................................................................................ 27 Situational Crisis Communication Theory ......................................................................... 28 Crisis Rumor Control .......................................................................................................... 31 Research Questions ..................................................................................................................... 35 3 METHODOLOGY ...................................................................................................................... 36 Textual Analysis .......................................................................................................................... 36 Media Sample ...................................................................................................................... 37 Thematic Analysis ............................................................................................................... 39 In-Depth Interviews .................................................................................................................... 41 4 RESULTS .................................................................................................................................... 42 Textual Analysis .......................................................................................................................... 42 Analysis of Crisis ................................................................................................................. 42 Strategy ......................................................................................................................... 43 Tactics ........................................................................................................................... 45 Relation to crisis theory ............................................................................................... 52 5 Phase A the inactive phase .......................................................................................... 52 Phase B the active phase .............................................................................................. 54 Analysis of Broadcast Media .............................................................................................. 58 Frames .................................................................................................................................. 59 Fact vs. fiction frame ................................................................................................... 60 War on Christianity frame ........................................................................................... 61 Opportunity frame ........................................................................................................ 62 Opus Dei Messaging............................................................................................................ 63 In-Depth Interviews .................................................................................................................... 66 5 DISCUSSION.............................................................................................................................. 70 Summary of Opus Dei‘s Campaign ........................................................................................... 70 Textual Analysis .......................................................................................................................... 71 Thematic Analysis ....................................................................................................................... 73 Fact vs. Fiction ..................................................................................................................... 73 War on Christianity ............................................................................................................. 74 Opportunity .......................................................................................................................... 74 Messaging .................................................................................................................................... 75 Interviews .................................................................................................................................... 76 Implications for Public Relations ............................................................................................... 77 Limitations of Study and Recommendations for Future Research .......................................... 78 APPENDIX A OPUS DEI‘S COMMUNICATIONS PLAN ............................................................................ 80 B THEMATIC ANALYSIS SHEET ............................................................................................. 89 C THEMATIC ANALYSIS BOOK .............................................................................................. 91 LIST OF REFERENCES ................................................................................................................... 94 BIOGRAPHICAL SKETCH ............................................................................................................