Preaching Islam in the Digital Age: A Study of Dr. Farhat Hashmi's Communication and Media Strategies

Abstract

Abstract

In the digital age, knowledge of communication and media strategies to effectively engage audiences, is essential. Despite an extensive body of research on the impact of media and communication in preaching Islam, a noticeable research gap exists about successful strategies to engage modern audiences and enhance effectivity of Islamic preaching. This study aims to examine the communication and media techniques employed by Dr. Farhat Hashmi, a famous Pakistani Islamic scholar. To achieve the study objective, a qualitative content analysis, on her three most-viewed YouTube videos, uploaded between 2021 and 2023, was conducted to investigate her verbal and nonverbal communication techniques. Additionally, in-depth interviews, with two most senior members of her media team, were conducted to gather more information about her media strategies. The study findings reflect Dr. Hashmi uses a structured lecture format, integrating Islamic teachings with contemporary issues, leveraging various communication and digital tools to expand her outreach. Her approach provides practical guidance on how to enhance the impact of preaching by connecting and relating traditional knowledge with current issues, utilizing digital platforms.

       Keywords: preaching, Islam, digital age, media, communication, verbal, nonverbal, strategies