<snip>
Tom Cruise's end-zone dance on the Oprah show and his scolding of Matt Lauer may have startled viewers, but it surely came as no surprise to his fellow Scientologists.
They had seen this side of Tom Cruise before.
Last October, in a recorded speech simulcast live to Scientology audiences around the world, Cruise passionately exhorted Scientologists to promote church programs and the teachings of L. Ron Hubbard.
To those not fully committed, he hotly said: Step it up or get out!
Don't ask permission to help others, he said. Just do it. As Scientologists, he said, you have a special "tech" that works.
He blasted psychiatry and the use of psychiatric drugs in the same biting tone the world saw on the Today show.
The video was shown at the annual convention of the International Association of Scientologists in Britain before Cruise was awarded a Medal of Valor by the church's worldwide leader, David Miscavige. It later was made part of an exhibit on Scientology in the church's Fort Harrison Hotel in Clearwater, where a St. Petersburg Times reporter viewed it weeks ago.
Now that Cruise has emerged as Scientology's cheerleader, with his behavior sparking comment worldwide, church officials declined last week to release a copy to the Times or allow a reporter to re-view it.
Church leaders were quick, however, to praise Cruise for speaking out. And they clearly welcomed the media attention he has generated.
So what, if anything, does the Church of Scientology get from all this attention?
And does Cruise's behavior in October suggest his recent public displays were orchestrated to raise Scientology's profile?
No question, Scientology has gotten a public relations bonanza from the Cruise coverage, said J. Gordon Melton, adjunct professor at the University of California, Santa Barbara, and an expert on new religions.
"I think a major goal of the church right now is solidifying the image they are just another church," he said. "They are trying to slough off that cult image, of a religion that does weird things."
Media attention - even if Cruise's behavior comes off as peculiar - meets that goal.
"For Scientology, they have gotten some of the best publicity they could have," said Melton, who lectured Thursday at the University of South Florida. Coverage has been much more mild and matter-of-fact than the church would have received 10 years ago, he said.
http://www.sptimes.com/2005/07/10/Worldandnation/Tom_Cruise_is_so_hot_.shtml
Printer-friendly format
Email this thread to a friend
Bookmark this thread
(1000+ posts)
Send PM |
Profile |
Ignore
