Jackson Acts to Tone Down Image

In his own words, Michael Jackson’s life is at stake. So advisors say he has begun to approach his child molestation case with a clearer understanding of the seriousness of the charges he faces and a desperate need to change his image.

Within the last two weeks, he has fired his two high-profile lawyers and dismissed his Nation of Islam bodyguards. He showed up early for his arraignment hearing Friday in scholarly wire-rimmed glasses. And he listened attentively to the judge before pleading not guilty to 10 felony charges.

This was a different Michael Jackson. There would be no jumping on a car roof and dancing for the cameras and fans. No mass invitation to his Neverland estate for hot dogs and fried chicken.

This time, he was playing to the judge who will preside over his trial and to the Santa Barbara County jury pool that will produce the 12 people to decide his fate.

Jackson’s new lawyer, Thomas A. Mesereau Jr., said the new legal strategy would be one of dignity, then he introduced Jackson as “a wonderful man.” Jackson spoke directly to his new audience.

“I love the community of Santa Maria very much,” he said. “It’s my community. I love the people.”

A sincere and lasting image change? Or just momentary cosmetic touches by a master entertainer? Legal experts aren’t sure.

The grand jury indictment came just days before the hearing, and that seemed to have awakened Jackson. Sources close to the family said Jackson was no longer listening to rival groups of advisors and was taking his destiny in his own hands, relying on his brother, Randy, and Mesereau as his chief counsels.

The change in lawyers was the biggest decision. Mark Geragos and Benjamin Brafman were viewed throughout the legal establishment as outstanding lawyers. But Geragos was dividing his time between Jackson and the Scott Peterson murder case. Brafman was based in New York.

Huddling with Randy and two other advisors, Jackson settled on Mesereau, who projected a workhorse image, just what Jackson wanted.

Laurie Levenson, a professor at Loyola Law School in Los Angeles, was one of many experts viewing the changes as positive.

But Levenson retained some skepticism.

“He’s still Michael, to be honest,” she said. “When you see him at the microphone, you know that this is not your usual defendant. The $64,000 question here is whether Mesereau can keep this makeover going. That’s a huge question in this case.”

Melanie Lomax, a civil rights lawyer and former member of the Los Angeles Police Commission, said Jackson’s changes in style were overdue.

Although a friend of Geragos, she agreed that both Geragos and Brafman needed to go, partly because that would be the strongest possible signal that Jackson was moving in a new direction.

“Mesereau comes across as far more earthy. There’s nothing flashy about him,” she said. “They are now down to business.”

It was equally important for Jackson to break off his relationship with the Nation of Islam, Lomax said. While Jackson could reverse course, she said, that would be a mistake.

“It was important for Michael to give them the ax,” she said. “And it is important for that to remain a permanent break. The Nation of Islam has the image of a threatening, divisive force. They were the last thing he needed in this case.”

More important, Jackson desperately needed to mend fences with Superior Court Judge Rodney S. Melville, who had reprimanded him for showing up more than 20 minutes late at his first arraignment in January.

“His No. 1 task was to undo the damage he had done in his relationship with the judge,” Lomax said. “I think he made a good start by taking everything seriously and getting to the courthouse early.”

Even before the grand jury returned its indictment last week, Jackson had been busily trying to change the impression he created with his car dancing routine earlier in the case.

In March, he traveled to Washington, D.C., and met with black members of Congress. He also was honored by African leaders for his humanitarian work over the years and announced plans to travel to Africa soon to help fight the AIDS epidemic there.

“None of this was some cynical ploy to give Michael a new image,” said Raymone K. Bain, a Washington public relations expert now working closely with Jackson. “Over the years, he has given more than $50 million of his own money to charitable causes. He has always been a humanitarian.”

Emphasizing Jackson’s philanthropy and his positive involvement with children’s causes can only help improve his image with potential jurors, legal experts agreed.

“The more the defense can emphasize his good deeds, the better,” said Robert F. Landheer, a criminal law specialist in Santa Barbara.

“How can it hurt to show he’s not just a weirdo from another planet?” asked Stanley I. Greenberg, a Los Angeles criminal defense lawyer. “How can it hurt to let people know he has tried to do good things?”

The biggest problem to the new strategy could be Jackson himself, said Los Angeles attorney Connie Rice.

“If I was his lawyer, I’d be doing stuff to try to shore up his image,” she said. “But we’re talking Michael Jackson here. He’s sure to do something negative.”