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Dialogues@RU is published
annually
by the
Writing Program at
Rutgers, The State
University of New Jersey
Volume 4
Fall 2005
Scientology and its Potential for Dominance as a World Religion - Page 3
By Stephen Linguito
This willingness is illustrated by Daniel E. Martin's article, "Brought Into The Fold: Scientology as a Case Study On Influence And Persuasion In Religion." Martin was interested in testing a social psychological theory called the "Elaboration Likelihood Model," which explains that "persuasion occurs in two different ways, depending on the amount of cognitive effort (elaboration) required. The first is called the central route of persuasion and the second the peripheral route of persuasion" (2). The central route involves the recruit's interest in the message being presented by the recruiter. The peripheral route is taken when a recruit needs something else alongside the message in order to be persuaded by it (2). Martin explains that he tested his theory at a Scientology orientation. The hostess working at the orientation, Haliva, went to great lengths to get Martin to join the religion and attend special classes. She relied mainly on techniques exploiting the "peripheral route of persuasion," which may suggest that the fundamental message of Scientology in itself was not quite enough to get results. The meeting was held in an impressive environment, a grand Victorian building, before a large enthusiastic audience. Recruiters acted in a friendly and sincere manner ("smiles abounded"), and portrayed Hubbard as an authority in many fields through the use of a carefully crafted movie (Martin 3). After ten minutes of endorsements by famous people and others, the narrator in the movie gave the viewers the choice to either adopt Scientology and be successful or reject the opportunity and face the possibility of negative consequences (4). When Martin said he did not have the money for the classes, Haliva suggested he borrow the money from friends or his parents. We might conclude that if Scientology is willing to grow one person at a time in this manner, there is no limit to the number of people it can convert. The thing we do not yet know is whether or not people will always be receptive to such aggressive persuasion. It might come to a point where Scientology is so desperate for members (and profits) that people will feel that they are not being persuaded to join the religion for their own benefit, but instead for the Church's well being. It may also be that people will see through these techniques to the actual message, and be less likely to respond favorably.
Conformity to prevailing global attitudes, as displayed in Scientology's recruitment efforts, will be very important for Scientology's future. One advantage that it may have is the ability to effectively combine financial security and spirituality into the same system. However, Heelas doubts that New Age religions can allow a person to be materialistic while at the same time spiritual and detached from material possessions and wealth. He writes, "Detachment, we learn from the great Eastern mystical traditions, is essential. But how can those busy at work in the capitalistic mainstream become detached?" ( 70). In other words, how can a person combine a desire for material wealth, while still maintaining a connection with his inner self? Hubbard would explain that his system effectively combines both materialism and spirituality and establishes a justifiable relationship between the two. He comments, "By seeing man as essentially spiritual, Scientology follows in the traditional view of man and his relationship with the universe. Scientology, however, is unique in that it contains practical means of enabling man to resolve his material concerns and so come to achieve his spiritual aspirations" (Foreword).
Hubbard's teachings do seem to accomplish what he says they do. Many people claim that when they follow Scientology, anything is possible, and that Scientology can help them live their lives in all aspects; the key is to recognize your role in the grand scheme of things and to keep this in mind during your daily activities. Once again, this has an important link to globalization. As Lorne L. Dawson explains, religion is an important part of globalization. This importance stems from the definition of religion in today's world. He states, "religion in the modern world operates as a component part of the globalizing process . . . we might say that the appeal and power of many NRMs . . . may derive from their simultaneous conformity with and deviation from the process of globalization" ( 8).