Download INFORMATION DISSEMINATION STRATEGIES

INFORMATION DISSEMINATION STRATEGIES: A CASE OF DA’WAH
ACADEMY, IIUI
Dr. Muhammad Sajid Mirza
Principal Librarian, International Islamic University, Islamabad (44000), Pakistan
Abstract
Information dissemination is to distribute or broadcast information (IGI Global,
2014). Using Case study methods, this paper has investigated various information
dissemination strategies (IDS) used by Da’wah Academy for Da’wah purposes. The
study concluded that Da’wah Academy is using both the traditional and modern
information dissemination strategies to convey the message of Islam within Pakistan and
abroad. This research recommended that Da’wah Academy should initiate publishing in
electronic format to widen the use and sale of their publications; there is need to focus on
web based information dissemination and to extend the use of social media to pull
information among the information seekers; the Academy should initiate online distance
learning courses along with traditional correspondence courses to cater needs of far-flung
areas.
Keyword: Information dissemination strategies, Da’wah Academy, Preaching,
Da’wah
Introduction
Da'wah is an Arabic word which means to invite. In Islamic perspective, this term
means “Call towards Allah”. Da’wah has two dimensions; internal and external. Internal
Da’wah is to remind the Muslims about their duties toward Allah and the teachings of
Prophet Muhammad (Peace Be Upon Him) and external Da’wah is to invite believers of
other religions towards Islam (Passion Islam, 2014). According to Qur’an, Da’wah is an
obligation for believers, society and Islamic state to put the Book of Allah and the
Sunnah of the last Prophet (Peace Be Upon Him) into practice and convey the message of
Islam to the humanity. Allah says: invite to the way of your Rabb (Allah) with wisdom
and beautiful preaching (Qur’an 16: 125).
Government of Pakistan established Da‘wah Academy in March 1985 in order to
launch educational, training and research programs for Da’wah purposes to address the
needs of Muslim communities within and outside the country (Da’wah Academy, 2010).
Islamic Republic of Pakistan, a Muslims majority country was appeared on the
globe on 14th of August 1947. The constitution of Pakistan, 1973 provides for a federal
parliamentary system with a president as head of state and Commander in Chief of
the Pakistani Armed Forces and a popularly elected prime minister as head of
government. Today’s Pakistan is the 6th most populated (i.e. 180 million plus) country in
the world (Population Census Organization, 2014) having total area 796,095 Sq. km. and
53 percent literacy rate (Ministry of Information, Broadcasting and National Heritage,
2014).
Da’wah Academy is situated within the Faisal Masjid Complex. This Masjid
(mosque) is among one of the largest mosques of the World build in 1986.
Administratively, the Academy is comprised on Training Department, Research
Department, Islamic Correspondence Department, Children Literature Department,
Publication Department, Media Center, Da’wah resource Center, Faisal Masjid Islamic
Center, Da’wah Research Library, Da’wah Public Library, and Computer Lab. Da’wah
Academy has also established its two centers; one to cater the females at H-10 Campus of
International Islamic University Islamabad named “Da’wah Canter for Women” and
other in Karachi named “Regional Da’wah Center Sindh” to serve the population of
Sindh and Balochistan Province.
Information dissemination is to distribute or broadcast information (IGI Global,
2014), while the goal of Da'wah, is merely to share information, to invite others towards
a better understanding. Then it is, of course, up to the audience to make their own choice
(Huda, 2014).
Da’wah Academy disseminates information about Islam through the media
including oral/verbal communication, written communication, visual communication, and
multi-media.
Research Questions
1. What type of information dissemination strategies are being used by Da’wah
Academy?
2. Which is the most effective strategy used by Da’wah Academy to disseminate
information?
3. How Da’wah Academy is using Internet and social media for disseminating its
message?
Methodology
Keeping in view the advantages and relevance of case study method, the research
used it to understand the problem in in-depth. The study used primary data including
reports, files, brochures, interviews and observations. First research question was dug out
by reviewing literature, while remaining two questions were answered on the basis of
interviews of five sectional heads. The researcher recorded and transcribed the interview
for analysis purposes.
Discussion
Information dissemination strategies
After review and analysis of primary data sources (reports, files, brochures, and
website), the researcher has identified the following IDS used by Da’wah Academy to
achieve its objectives:
Training programs
Training Department is responsible to organize training activities at national,
regional and international level for male participants. Training of Imams (clerics), Islamic
Orientation Course for Teachers, Islamic Orientation Program for Officers of Armed
Forces, Islamic Orientation Program for Media Persons, Islamic Orientation Program for
IIUI Students, Comparative Study of Pakistani Religions Programs, Islamic Orientation
Program for NGO Workers/Community Leaders/Da’wah Workers, and Islamic
Orientation Program for Medical Doctors are national programs; whereas International
Human Resource Development Program (IHRDP), International Program for
Imam/Khatibs, Regional IHRD Program are International programs.
Children Literature Department (CLD), also organizes training programs for
young writers, Islamic Orientation Camp for Scout Leaders and workshops and short
courses for children in Islamic perspective.
Da’wah Center for Women (DCW) conducts training for women as residential
and non-residential programs. Thousands of women from across Pakistan have attended
training programs, seminars, workshops, young girls monthly forum, shab baydari
programs, and Hajj and Umrah trainings.
Regional Da’wah Center Sindh has also the mandate to organize training
programs for different segments of the society on the analogy of Training Department
and DCW.
Research
Da’wah Academy established its Research Department in 1987 to produce
literature for different segments of the society including common man, academicians,
writers, journalists, business professionals, preachers, children, youth, women, parents,
patients, medical professionals, prisoners, jail administration, social workers, public
sector employees etc.
Research Department has contributed above 300 book and pamphlets in Urdu and
English languages. This Department has also recommended publishing of the works of
prominent Islamic scholars. Scholars of Children Literature Department, Da’wah Center
for Women and Regional Da’wah Center Sindh also contribute their research.
Publications
Da’wah Academy publishes books and pamphlets produced by its researchers and
other authors for Da’wah purposes.
In list of publications (2014), 530 titles are included in different languages. Table
1 shows the number of books published in various categories.
Da’wah Academy is publishing three periodicals including Monthly Da’wah,
Quarterly Insights, and Monthly Akhbar-i-Da’wah (Newsletter). Monthly Da’wah is
published in Urdu since June 1994 to disseminate information on various aspects of Islam
Table 1
Publications
Heading in List
Aqaid
Quran
Seerat
Dawat
Akhlaq-O-Muamlaat
Shakhsiat
Pakistaniat/Siasiat
Faqhiyat
Children Books
Sindhi Books
Sindhi Books (Children)
Pushto Books
Pushto Books (Children)
Persian Books
Arabic Books
English Books
English Books (Children)
Syllabus Books (Children)
Spanish Books
German Books
Japanies Books
Chinese Books
Bangla Books
Ugandian Books
Sawahli Books
Talik Books
French Books
Bosnian Books
Uzbek/Cerilic Books
Uzbek/Turkish Books
Russian Books
Nepali Books
Holy Quran Translation English
Holy Quran Translation Persian
Holy Quran Translation Tajik
Holy Quran Translation German
Holy Quran Translation Chinese
Holy Quran Translation Burmese
Holy Quran Translation Azari
Holy Quran Translation Albanian
Holy Quran Translation Urdu, Sindi
Total
Number of Books
9
5
12
22
30
7
18
5
76
47
24
32
4
36
11
45
22
12
8
6
3
35
3
2
1
1
5
1
7
4
24
1
3
1
1
1
1
1
1
1
2
530
to the general readers at national and international level, whereas Quarterly Insights; a
peer review journal, focuses on research articles on variety of issues from an Islamic
perspective. Monthly Akhbar-i-Da’wah highlights programs and activities of the
Academy and is distributed on a large scale within the University and in other institutions
of the Country.
Audio visual material
Media Center of the Academy is responsible to prepare audio-visual cassettes,
CDs, DVDs of the lectures/sermons/programs for dissemination purposes. The Center has
produced 74 audio cassettes, 14 video cassettes, 20 audio CDs and 13 Video CDs in Urdu
and English languages on different subjects of Islam.
Correspondence Courses
Correspondence courses of various durations have been launched to disseminate
Islamic teachings to men, women, youth and children. The courses include are: Qur’anic
Studies Course, Hadith Studies Course, and Islamic Studies Course. A special
correspondence course “Guldastah” is being offered for children to inculcate Islamic
values in their lives.
Sermons/Khutbah
The khutbah is the principal sermon delivered by the Imam/Scholar in Islam. It is
delivered with the Dhuhr prayer in the masjid on Friday and with two Eid Prayers.
Scholars of Da’wah Academy and other institutions/faculties of International Islamic
University deliver these sermons to disseminate teachings of Islam irrespective of
sectarian affiliation.
Fatwa service
A fatwa is an advisory opinion issued by a recognized authority on law and
tradition in answer to a specific question (Martin, 2004). Faisal Masjid Islamic Center is
providing this service to the masses under the supervision of an Islamic Scholar.
Da’wah Research & Public Library
Da’wah Research Library is providing services to the research scholars and
course participants. This library also caters the researchers with interest in Islamic
science and Da’wah. The Library is comprised on 29000 volumes of books and bound
journals on various aspects of Islam in Urdu, Arabic, English and Persian languages.
Significant titles on history of Pakistan, Quaid-i-Azam Muhammad Ali Jinnah (the
Founder of Pakistan) and Allama Dr. Muhammad Iqbal (National Poet of Pakistan and a
renowned philosopher) are also part of library collection. Library is receiving 52
periodicals in Urdu, Arabic and English languages. Three newspapers are on subscription
list of the Library. Library is using Dewey Decimal Classification (DDC) for organizing
its collection, while KOHA Integrated Library Software is being used for providing
efficient services to the users.
Da’wah Public Library with a collection of 4500 volumes of books is providing
service to the visitors of Faisal Masjid. Most of the books are in Urdu and Arabic
language, while few hundred titles are in Punjabi and English language.
F.M. Radio
This 50 watt Radio named “Voice of Knowledge”, is broadcasting lectures, talks,
interviews, and book reviews etc. since 2004 in Urdu, English, Arabic, Chinese, Uzbek
and Somali languages within the radius of 25 KM.
Website & social Media
Da’wah Academy is using both the Internet and social media to disseminate
information; however it is on the stage of infancy.
Most effective information dissemination strategy
To know about the most effective IDS used by Da’wah Academy, the researcher
interviewed the Deputy Director General, and four faculty members/Head of
Departments including Research Department, Children Literature Department, Islamic
Correspondence Course Department and Training Department.
The analysis showed a consensus among the opinion of respondents that training
programs are the most effective IDS used by Da’wah Academy. I. Zafar stated that mixed
teaching methods and techniques are being used including lectures, assignments, projects,
workshops, and visits. Most of the training programs are residential, therefore whole day
activities are planned during the course (personal communication, April 21, 2014).
According to Z. Tariq, training programs of the Academy provide the opportunity to
develop harmony among the clerics of different school of thoughts (personal
communication, April 22, 2014). M. R.Yousufi expressed that our core IDS is training. In
our training programs, the Academy focuses the Imams and Khatibs, who are influential
among the masses. We are trying our best to enable them to educate the masses about the
true teachings of Islam. (personal communication, May 14, 2014).
Use of Internet and social media
About the question, how Da’wah Academy is using Internet and social media for
disseminating its message, all the respondents were agreed about the important role of IT
for Da’wah purposes.
Geo political situation has compelled us to maximize the use of Internet and
social media to disseminate message of Islam (I. Zafar, personal communication, April
21, 2014). According to M. Shahid, the Academy is still at the stage of infancy in the use
of Internet and social media. We have website and social media page but more efforts are
required to fill the gap (personal communication, April 14, 2014). Z. D. Behram pointed
out that the Academy has been trying its best to use technology since its inception. We
had produced audio-visual cassettes, then CDs/DVDs and now are using website and
social media as information dissemination tools (personal communication, May 01,
2014). According to M.R.Yousufi, we are just using computers for word processing. The
Academy has not deployed information technology as is being used in the developed
countries. There is urgent need to use Internet and social media effectively for Da’wah
purposes ((personal communication, May 14, 2014).
Conclusion
The above discussion concludes that Da’wah Academy is using both the
traditional and modern information dissemination strategies to convey the message of
Islam within Pakistan and abroad. Training is considered as the most effective IDS to
convey the message of Islam among the masses, while use of Internet and social media is
at the stage of infancy.
Recommendations
•
Da’wah Academy should initiate publishing in electronic format to widen the use
and sale of their publications.
•
There is need to focus on web based information dissemination and to extend the
use of social media to pull information among the information seekers.
•
The Academy should initiate online distance learning courses along with
traditional correspondence courses to cater needs of far-flung areas.
References
Azam, Z. (2001). Da'wah Academy ki ilmi wa da'wati khidmat. University of the Punjab,
Lahore.
Da'wah Academy (2010). An introduction to Da'wah Academy. In I. I. U. Da'wah
Academy (Ed.) (pp. 25). Islamabad: Da'wah Academy.
Da'wah Academy (2014). Da'wah Academy Retrieved April 23, 2014, 2014, from
http://dawah.iiu.edu.pk/
Huda (2014). "Da'wah." Retrieved May 12, 2014, from
http://islam.about.com/od/converts/g/Dawah.htm.
IGI Global (2014). What is Information Dissemination Retrieved April23, 2014, from
http://www.igi-global.com/dictionary/information-dissemination/14382
Martín, R. C. (2004). Fatwa. Encyclopedia of Islam & the Muslim World. R. C. Martín.
New York, Macmillan.
Ministry of Information Broadcasting and National Heritage (2014). "Basic Facts."
Retrieved May 12, 2014, 2014, from http://infopak.gov.pk/Basic_Facts.aspx.
Passion Islam (2014). "The Importance Of Dawah And Tabligh." Retrieved May 12,
2014, from http://passionislam.com/articles.php?articles_id=165
Population Census Organization (2014). "Population Census Organization." Retrieved
May 12, 2014, 2014, from http://www.census.gov.pk/.