Zeitschrift für Massenkommunikation und Journalismus

Global Messaging: An Explanatory Mixed Methods Study of Newspaper Advertisements by Maharishi Mahesh Yogi

Abstract

Lee Fergusson

Despite promulgating numerous announcements and statements in the world media over several decades, the newspaper advertisements placed by Maharishi Mahesh Yogi have never been systematically analysed. Using a sequential explanatory mixed methods research design, this study explores for the first time the content of these advertisements. The quantitative phase describes the source of advertisements, including dates and places of publication, use of quotations in advertisements, newspaper publication names, and the general content of advertisements, while the qualitative phase explores the main themes addressed by the advertisements; thematic analysis is supported by illustrative excerpts.

Results indicate that 140 advertisements were published in all regions of the world between 1977 and 1991, 86% of them issued by just six entities but appearing in most major newspapers and magazines, including Bulletin Today, International Herald Tribune, Newsweek, The Daily Telegraph, The Economist, The Guardian, The Indian Express, The New York Times, The Times, The Washington Post, and TIME. The nine content areas covered by advertisements include economics and industry, education, government and politics, health, medicine, and war or conflict, with main themes spanning topics directly related to Maharishi’s teachings, such as discovery of the Unified Field, Maharishi Ayur-Veda, Maharishi’s philosophy of education, and his solution to problems, many supported by theory and quantitative and qualitative evidence from empirical research. Content and themes somewhat parallel statements made by Maharishi in a series of press releases issued juxtapositionally with these advertisements.