Jennifer Lopez cleaned house this week, and we don't mean she wielded a mop like
her Maid in Manhattan character.

On Monday she axed her Hollywood talent agency, Endeavor, and on Tuesday she
fired her manager of five years, Benny Medina. Two weeks ago she jettisoned her
publicist, Alan Nierob.


The gossip world is buzzing about what it all means. Is it typical mercurial
star behavior? Or is it damage control by a superstar trying to tone down her
diva image?


''She obviously saw her image in crisis, and she is becoming known as the
demanding diva. She wants to be recast as Jenny from the Block,'' says Jeannette
Walls, gossip columnist for MSNBC.com.


Medina, often credited with molding the Bronx-bred singer-actress into a huge
star, is reported to have been the real diva, the one demanding white lilies and
room-temperature Evian in Lopez's dressing room.


Several gossip columns and trade publications on Wednesday reported that
Endeavor gave her an ultimatum: Medina or them. To everyone's surprise, she
fired both.


Endeavor, which she hired after leaving ICM in October, issued a statement that
said, ''We were no longer able to work with her manager.''


This week Lopez signed with Creative Artists Agency, which represents Julia
Roberts (news) and Sandra Bullock (news), and damage-control guru Dan Klores.


Then there's the whole Ben Affleck (news) piece of the puzzle.


The New York Post reported Wednesday that Affleck demanded his fiancée leave
Medina and her other representatives because the actor believed he didn't have
enough say in her career choices.


''There's a real power struggle going on,'' Walls says.


Lopez's reshuffle comes just a month after Affleck fired his publicist, David
Pollick, and signed on with the politically connected Ken Sunshine. It's been
rumored the leading man may have political aspirations.


At the time of Pollick's dismissal, the gossip columns said Lopez wanted more
control over Affleck's career. Lopez can't have liked the fact that Pollick
advised his client not to co-star in her movies. The off-screen lovers co-star
in Gigli, opening July 30, and next year's Jersey Girl.


''It's a really precarious balance they're trying to achieve here, trying to
present themselves as the Liz and Dick of the new millennium,'' says Walls,
referring to Elizabeth Taylor (news) and Richard Burton (news).


Everyone was making nice on the record.


''I wish Jennifer continued happiness and success in all of her pursuits,''
Medina said in a statement.


''Benny did a wonderful job,'' said J. Lo's statement. ''I will be eternally
grateful.''





If Walls were to advise Lopez, she'd suggest an un-diva-like public gesture --
do something for charity, sign autographs for fans, make an image-enhancing TV
appearance.

''This can be quickly reversed,'' Walls says. ''The public wants to love her.''

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