The Discourse of the Official Pages of Egyptian Religious Institutions on Social Media Platforms Facebook as an exemplar

Document Type : Original Article

Author

journalism, mass communication. Cairo university

Abstract

The study aimed to identify the official discourse of Egyptian religious institutions through a comparative analytical study of the media content across the social media platforms of Al-Azhar Al-Sharif, the Egyptian Fatwa House, and the Ministry of Awqaf. The study found that the design of the official accounts of religious institutions distinguished itself by adhering to visual identity standards, characterized by simplicity, clarity, consistency, authenticity, color suitability, and expression of the institution's objectives. The official religious discourse focused on three main types: informative, which provides religious information to followers about the Quran, and the Prophet's Hadiths, predominantly found on the Egyptian Fatwa House page; cautionary, aimed at alerting people to behaviors contradicting Islamic teachings, predominantly found on the pages of the Ministry of Awqaf and the Egyptian Fatwa House; and promotional, promoting the activities and events of religious institutions without delving into discussions about renewing religious discourse, predominantly found on the Ministry of Awqaf and Al-Azhar's pages. The discourse relied on emotional appeals due to the prevalence of the missionary aspect over the religious discourse, focusing on worship, ethics, and transactions. It thus relied on strategies of persuasion, intimidation, and fear, citing verses about punishment and paradise, aligning with the nature of the audience of the pages, and considering the average individual as the primary and final target of the discourse.

Keywords

Main Subjects

References

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