CONTROVERSY AND CULTURAL SYMBOLISM - PRESS RELATIONS AND THE FORMATION OF PUBLIC DISCOURSE IN THE CASE OF THE RE-IMAGINING EVENT

Publicity for non-mainstream events and alternative ideas may come Pri marily out of the controversy they produce rather than as a result of intentional public relations efforts. In the case reviewed he re, we e xplore how what might be understood as a private conversation in mainl ine religion-a branch of religion that currently receives little publi city-became one of the top religion news stories of the year. Examinin g the publicity surrounding a seemingly, small an inconsequential reli gious event, this study argues that news media interest in controversy -in this case, on the topics of feminine images of God and female sexu ality expressed in worship-serves to give a Public airing to otherwise marginally supported views and interests, thus allowing them to achie ve a wider hearing. The publicizing of these views then resulted in th e mobilization of both supporters and detractors of the views expresse d, In this way, the media Played an important role in contributing to the development of an alternative religious movement while exacerbatin g the increasing polarization between liberal and conservative faction s of religious expression in the United States.