Turn on any computer and open almost any window and somewhere, usually the upper right corner, you will see three buttons: one to minimize that screen, another to maximize it, and a third to close it entirely. Depending on how much one wants to see in that window, or whether one wishes to see something else instead, choose one of those three buttons and the desired level of visibility—or invisibility—is only a click away.
Media portrayals of New Religious Movements function similarly—and have since long before those three ubiquitous buttons came to exist. Mainstream religions (and the societies they help shape) have traditionally countered the formation and growth of New Religious Movements either by minimizing their potential appeal or maximizing the perceived threat they pose to social stability, all in hopes of closing any openness to their existence that might have remained in the public mind.
Labeling these approaches delegitimization (which minimizes) and demonization (which maximizes), this paper will explore opposition to New Religious Movements by analyzing the way that contemporary media portrayals engage these opposing yet mutually reinforcing rhetorical strategies. Focusing primarily on recent depictions of The Church of Jesus Christ of Latter-day Saints, it will draw upon the way public perceptions of the LDS Church are shaped by media materials ranging from The Book of Mormon Musical and South Park on the one hand to Under the Banner of Heaven and American Primeval on the other.
Though centered on contemporary portrayals of so-called “Mormonism,” my research will reach beyond it in both time and target, looking to the past for historical precedents of these two rhetorical approaches, and looking to other NRMs to see how similar strategies have been deployed in opposition to them. I will draw upon rhetorical studies to analyze the rhetoric of ridicule (which can function on both polemical levels) and will engage with cultural sociology to see how the rhetorical framing of NRMs has effectively marshalled public opinion in opposition to these groups.
By exploring the delegitimization and demonization of New Religious Movements in contemporary media, this paper will contribute to conversations on religious freedom, social inclusion, and the power dynamics at play in the confrontation between mainstream and marginal religious groups. It will examine the impact of media on the public mind and discuss ways that targeted groups have worked against these negative portrayals. It will argue that by oscillating between delegitimization and demonization, mainstream groups can counter the growth of New Religious Movements at multiple frequencies, reaching different personality types and levels of society in ways that join them in more concerted opposition. By understanding this two-pronged approach, we can become wiser consumers—and critics—of the types of media that are increasingly shaping both private and public perception.
Media portrayals of New Religious Movements (NRMs) frequently employ two rhetorical strategies: delegitimization, which trivializes or ridicules, and demonization, which amplifies perceived threats. This paper explores how contemporary media representations of NRMs—particularly The Church of Jesus Christ of Latter-day Saints—utilize these opposing yet complementary tactics. Analyzing materials ranging from The Book of Mormon Musical and South Park to Under the Banner of Heaven and American Primeval, this study situates these portrayals within broader historical and cultural contexts. Drawing on rhetorical studies and cultural sociology, it examines how these strategies shape public perception and mobilize opposition to NRMs. Additionally, the paper considers how similar approaches have been deployed against other NRMs and how targeted groups respond to negative framing. By investigating these media dynamics, this research contributes to discussions on religious freedom, social inclusion, and the power structures that define mainstream versus marginal religious identities.