MODERN DA'WAH STRATEGY - CONNECTING TRADITION & CONTEMPORARY REALITIES

 

Sayyid Syarif Muhammad Amine Al Hasani once said,

Da'wah must come from a pure heart to touch the hearts of others. Who has a purer heart than Rasulullah ﷺ? No one! And even with his purity, Allah commanded him to act with wisdom, gentleness, kindness, and strategy!

Therefore, anyone who loves the Prophet must, "like him," be concerned with strategy.

The success of da'wah today depends on the intelligence and adaptability required in this era.

The Prophet ﷺ asked some companions to learn languages. He wore clothing from distant countries like Byzantium and Yemen. He spoke a few words in foreign languages, especially Abyssinian and Persian. He attended singing and drum performances. He attended traditional dances, including those from Africa. He listened to poetry and attended wise sayings.

All of this is documented in the sunnah and needs no further proof.

The Prophet ﷺ is the source of all beauty in the world, and we must follow him, of course, because Allah commands it:

“Whoever obeys the Messenger has indeed obeyed Allah.”

and furthermore because he is perfect!:

“And whoever turns away from my sunnah, he is not from me.”

In this modern era, it is crucial to formulate suitable da'wah strategies and methodologies, especially to reach the youth. Parents today can no longer control their children, partly due to the widespread use of smartphones and unlimited connectivity.

People today are immersed in pop culture and its icons in sports, movies, video games, fashion, and more. They allow themselves to be manipulated, accepting and absorbing the lies and illusions created, even though they are aware of the deceit.

As a result, they lose their identity, imagination, and critical thinking ability. They live in the world of their idols, like Messi and Ronaldo. If we, as Muslims and da'wah practitioners, do not provide alternative icons worthy of their attention, an entire generation will be lost.

Muslim icons must possess the same or even better qualities than mainstream pop culture idols to inspire and be accepted. Therefore, modern tools like media, fashion, films, and music that do not contradict Islamic teachings should be utilized.

Modern da'wah practitioners need to master these tools to have a presence in the pop culture consumed by the majority, not just the elite.

Modernity does not mean abandoning sharia, but adapting available tools to advance and function in today's society. We need to understand how the world works, including sociological, geopolitical, cultural, historical, psychological, and psychoanalytic aspects. This is essential in addressing society and contributing to its well-being.

Media and marketing play a significant role in influencing pop culture by using psychology to create an emotional response to products or icons and spreading their message to a wide audience. Therefore, mastering and utilizing the power of media is essential.

Likewise, showcasing a fresh, stylish, and modern approach that aligns with Islamic values and beauty is important so that society is not swayed by other versions of beauty imposed by the mainstream.

The emergence of the internet and social media platforms like TikTok, Facebook, YouTube, and Instagram have contributed to the spread of pop culture in today's society. Therefore, we must have a presence on these platforms to provide alternative icons with credibility and expertise to inspire and remind people of the Hereafter and to counter mainstream products and experiences consumed by the youth from actors, sports figures, fashion icons, and others who are shallow and detrimental to our value system.

- Sayyid Muhammad bin Hamid Al Hasani Muharram 1446 H