ABSTRACT
This chapter illustrates the dual-edged sword represented by media engagement and mediation practices. Effective media use can play not just an important role but in fact a central one in creating, reshaping and innovating the identity of new religions. New media technologies create new opportunities for disseminating teachings and reaching wider audiences. New religions usually refer to or locate themselves within an existing tradition to claim their legitimacy and to build their reputation, but at the same time, they need to offer a new innovative path and to increase their visibility in the religious marketplace. Media engagement can therefore become a vital element to determine the development and success of these groups. Media are also important to increase members' cohesion and enhance the image of the group internally. The use of media may be suitable for circulating religious ideas and promoting a religious group's image, but it also raises important questions regarding religious authority.
