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 14 th 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 6 th 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 Number of Books Aqaid 9 Quran 5 Seerat 12 Dawat 22 Akhlaq-O-Muamlaat 30 Shakhsiat 7 Pakistaniat/Siasiat 18 Faqhiyat 5 Children Books 76 Sindhi Books 47 Sindhi Books (Children) 24 Pushto Books 32 Pushto Books (Children) 4 Persian Books 36 Arabic Books 11 English Books 45 English Books (Children) 22 Syllabus Books (Children) 12 Spanish Books 8 German Books 6 Japanies Books 3 Chinese Books 35 Bangla Books 3 Ugandian Books 2 Sawahli Books 1 Talik Books 1 French Books 5 Bosnian Books 1 Uzbek/Cerilic Books 7 Uzbek/Turkish Books 4 Russian Books 24 Nepali Books 1 Holy Quran Translation English 3 Holy Quran Translation Persian 1 Holy Quran Translation Tajik 1 Holy Quran Translation German 1 Holy Quran Translation Chinese 1 Holy Quran Translation Burmese 1 Holy Quran Translation Azari 1 Holy Quran Translation Albanian 1 Holy Quran Translation Urdu, Sindi 2 Total 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/.