Voice of the Muslim Brotherhood: Da'wa, Discourse, and Political Communication (Paperback) book cover

Voice of the Muslim Brotherhood

Da'wa, Discourse, and Political Communication

By Noha Mellor

© 2018 – Routledge

240 pages

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Paperback: 9781138078659
pub: 2017-07-18
Hardback: 9781138078642
pub: 2017-07-18
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pub: 2017-07-06
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In the wake of the 25 January revolution and the coup that followed in 2013, Egyptian bookstores recorded a significant increase in demand for books by and about the Muslim Brotherhood. However, despite the burgeoning literature on the Brotherhood, knowledge about the movement is still rather limited, particularly with regard to its most strategic tool – media and communications.

This book offers a fresh and close look into the communication strategy of the group, focusing on published periodicals, biographies, and websites that represent the voice of the Brotherhood. The book analyses the core mission of the Brotherhood, namely its dawa (call, invitation to faith) – how it is articulated and how it is defined by the movement as an ideology and a process. Have the media represented a coherent voice of the Brotherhood over the past decades? What can they communicate regarding the Brothers’ perception of the needs of their audiences? How have the media served to sustain, preserve, and distinguish the movement for nine decades? The book argues that the Brotherhood media speak with an intermittent voice and deliver an incoherent message whose tone is changeable and fluctuating and cannot be claimed to truly represent the heterogeneity of the group.

Adopting an interdisciplinary approach that integrates Media Studies and Social Movement Theory, the book provides a fresh analysis of the Brotherhood movement as an interpretive community and will be a valuable resource for anyone studying Egypt or the Muslim Brotherhood.

Table of Contents

Introduction Part I 1. Unpacking the Brotherhood brand 2. The undisputed leader 3. Networks and opportunities 4. Voice of the Brotherhood Part II 5. Branding the movement (1928–1938) 6. Bargaining politics (1938–1948) 7. Fragmentation atage (1949–1971) Part III 8. Resuscitating the brand (1971–1995) 9. Soul-searching stage (1996–2010) 10. The last bargain (2011–2013) Conclusion

About the Author

Noha Mellor is Professor of Media at the University of Bedfordshire, UK, and Adjunct Professor of Middle Eastern Studies at Stockholm University, Sweden. She’s the author of several volumes about Arab media and culture.

Subject Categories

BISAC Subject Codes/Headings:
POLITICAL SCIENCE / World / Middle Eastern
RELIGION / Islam / General
SOCIAL SCIENCE / Regional Studies