I've been deeply following JW "culture" the last 2 years and I am getting the impression that the leadership is currently split in two different directions. On one hand you get this sense of a happy, joyful and less strict religion and on the other hand there is still this strict, harsh religion of the past. Let me explain more.
There have been a lot of video's lately that show dancing in Kingdom Halls, Bethel dancing to the "Happy" song, JW.org downplaying their beliefs and making it sound like daisies. Writings that make it sound like one can have a Christian conscience and just a more relaxed view point.
On the other hand though, DF'ing is still strong, harsh counsel is still plentiful and old school standards are being focused and pushed. Higher education, DF'ing, tight pants, dress (telling do's and don'ts) etc...
I can't help but feel that the leadership is split, or the GB and the PR department have a different view of how the organization should be. Is the GB split? You can tell just by listening to Anthony Morris that he is definitely in favor of stricter more harsh rules (Taking it back to the 70's-80's) but where is this other side coming from? Is there other GB members that want a change? Are there Bethelites in higher positions that want a change? There are definitely two sides of the coin right now and it shows more then ever. Who is behind this more modern, relaxed side?