From Exotics to Brainwashers: Portraying New Religions in Mass Media

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Abstract
This essay examines how American magazines have portrayed new religions since the World War II. Media depictions have changed dramatically from the 1950s to the present. Specifically, journalists in the 1950s and early 1960s used the dual Cold War themes of exoticism and subversion to depict new religions. In the late 1960s and early 1970s, subjects and themes began to change. Newsmagazines ambivalently reported on the gurus, Asian new religions, and occult spirituality attracting some in the burgeoning youth counterculture with a mixture of exoticism and wariness. By the mid‐1970s, media images became more ominous. News, general interest, and entertainment media represented new religions as a growing “cult menace” and highlighted the dangers that brainwashing groups posed to unsuspecting followers. The 1978 Jonestown mass suicide seemed to confirm such negative cult stereotypes, leading to homogenous portrayals of new religions that continued through the 1990s. In explaining such changes over time, the essay ends by proposing five complimentary theses for understanding late‐twentieth‐century mass media representations of new religions.
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