The World Wide Church of God reinvented itself - apologized even - and lost half it's membership. In the process however, they humanized and normalized. So it is proven that change is possible for a former high-control organization.
The WTS has itself in a double-bind, however. It cannot apologize, since it claims to be the (nearly) infallible and only mouthpiece of Jehovah on earth. And Jehovah doesn't make mistakes. Also, and I find this most fascinating, it is run by committee. No captain is steering this ship, making the WTS as slow as a garbage scow powered with paddles. As the organization gentrifies, it is becoming more and more like the image of Christendom it so loves to revile - controlling, inflexible, and contrary to foundational Christian beliefs. The public images the WTS tries to convey are conflicting and confusing. A symptom, perhaps, of the multiple prirorities pursued by various committees. Here are some of the public images, as I see them:
- Maverick, upstart, growing organization, speaking the "truth" over a crippled, ageing Christendom. This is losing some impact as the keystone WTS doctrines that were novel in the 1800's are getting passe'. The key WTS doctrines, if they were outlined plainly to a householder on first meeting, just sound weird. Also, newer, younger denominations are popping up and proving to be even livelier and relevant and growing today. The mainstream churches are also experiencing a refreshing and revival.
- A dignified, clean organization as a refuge from a deteriorating, wicked world. For people wanting escape from their own addictions or a bad relationship, the clean "Christian" image is a strong draw. This still works great. As long as none of the dirt leaks out. Which explains the organization's obsession with keeping the organization "clean" and silencing dissenters. With the internet and the free flow of information, this image will be hard to keep up in the industrialized world. Because of this, I predict we will see decline in industrialized areas, and continued growth in the third world. Also, in many parts of the third world, the Catholic Church plays an important role in people's lives. Since the Catholic Church is one of the WTS's main targets, their doctrines will continue to have an appeal in these areas.
- A noble organization with a venerated history. This seems to be a relatively new development. And only natural, as the organization ages. Consider the video on the sacrifices made by witnesses past; the German prisoners of war, and so on. By focusing on this image, the WTS is using nostalgia, rather than the reasonableness of its doctrines, to hold on to its members. I see this also in the apparent pride that JW's take in being second or third generation Witness. Correct me if I am wrong, but a multiple generation Witness has ready access to the priveledges offered by the society. The irony is that the organization is becoming more like the churches it loves to hate.
I wish the WTS would get rid of the disfellowshipping doctrine. Even if the WTS beast is large, it would be toothless, allowing members the freedom to come and go as they please. This would naturally result in a liberalizing of some of the most harmful WTS doctrines. I think the WTS can be helped along this road by hitting them where it hurts - the pocketbook. Go, lawsuits, go. If it gets too expensive to be extreme, the organization will change.