The Mormon University on the Mount of Olives: A Case Study in LDS Public Relations

Abstract

This article explores the use of media by small anti-missionary organizations in Israel to block construction of Brigham Young University's Jerusalem Center for Near Eastern Studies on the Mount of Olives in the mid-1980s. These groups defined Mormons in the public square as aggressive proselytizers with no regard for law or Jewish sensibilities. They felt that Mormons were enemies to Judaism because of their purported interest to convert Jews. The anti-missionary groups were highly organized and effectively employed communitarian arguments couched in spiritual and concrete conceptions of Judaism. To counter these attacks, Mormons hired an Israeli public relations firm to redefine public perceptions of Mormons among Israelis. They created a campaign that focused on public reasons (the appeal to arguments that resonate across sectarian lines) over faith-based justifications for the Mormon construction project. The campaign was based in historicity, political expediency, and legalism. In this way, Mormons successfully argued their position and completed construction of the Jerusalem Center. This high-profile media campaign continues to inform Mormon public affairs efforts today.

Notes

¹Brigham Young University is a private university of approximately 31,000 students. It is owned and operated by The Church of Jesus Christ of Latter-day Saints and is located in Provo, Utah.

²Judaism is not a monolithic faith tradition. Judaism supports a spectrum of belief, ranging from Orthodox on one end to Secular on the other, with Conservative and Reform movements in between. Orthodox are characterized by a desire to represent, as closely as possible, a set of practices that correspond to the written (codified in the Torah) and oral traditions (codified in the Talmud) that were given to Moses by God on Mt. Sinai and that both are binding. Some who self-identify on the even more traditionalistic end of Orthodox Judaism (often referred to as Haredi, literally “those who tremble” before God) believe that in order to abide by the law, separation from society at large is essential. While the Orthodox live in pluralistic societies, pluralism is not sought after nor endorsed. Rather, a tireless pursuit of Jehovah's one true way is essential. The more traditionalistic Orthodox Jews hold that separation from mundane society is the most resolute way to adhere to God's principles. Rationalism and humanism prevalent in western civilization are not valued by this subspectrum. They generally yearn for theocratic manifestations of governance couched in the Torah and Talmudic law and view themselves as the only true manifestation of Judaism. Secular Jews, at the other end of the belief spectrum, value Judaism as a cultural force in their lives but do not acknowledge the need to maintain or promote robust spiritual sensibilities at the expense of rational thought (i.e., reading the Torah as the literal word of God or following strict dietary laws). Generally speaking, Secular Jews value pluralism.

³It is noteworthy that in September 1984, one month after the ground breaking for the Jerusalem Center, Rodney Stark (1984) published his landmark study. Stark estimated that in the passage of one century Mormon membership would climb to 250 million. His projections were based primarily upon robust growth from proselytizing throughout the world. It is generally agreed that these projections will not be met. However, Stark did provide evidence that Mormonism was destined to be the first world religion to emerge since Islam. It is possible that this study played some role in the heated opposition levied against the Mormons. However, further research is required to firmly draw this conclusion.

⁴See, for example, Brigham Young University, Harold B. Lee Library, L. Tom Perry Special Collections, UA 952, Boxes 7–11.

⁵The Mount of Olives is divided by name into three segments: Mount Scopus (northern end), Mount of Olives (central), and Mt. Scandal (southern end). Taken together they collectively constitute the Mount of Olives. In the earliest literature, the LDS and Brigham Young University identified the site for the Jerusalem Center as the Mount of Olives. Geographically, this identification is reasonable. At the same time, the Center is very close to the northern portion of the mount, so Mount Scopus is also a reasonable designation for the Jerusalem Center.

⁶The Mormons were meticulous in obtaining necessary approvals and meeting all requirements associated with leasing the land and acquiring subsequent building permits from the Israeli government. These requirements included supplying public notice in major Israeli newspapers that construction was near-at-hand and that concerned citizens could voice opposition to the project within a certain time frame if they so desired. That time came and went with no significant opposition (Galbraith & Van Dyke, 2008).

⁷Jeffrey R. Holland sat on a committee with Howard W. Hunter and James E. Faust of the Quorum of the Twelve Apostles of the Church. This committee was created by the LDS highest governing body, the First Presidency. Holland functioned then as president of Brigham Young University and a member of this significant committee (Galbraith & Van Dyke, 2008).

⁸It is noteworthy that the president of the Mormon Church during most of the construction of the Center and related opposition was Ezra Taft Benson, former U.S. Secretary of Agriculture in President Dwight D. Eisenhower's cabinet.