ISLAM is a communication-based religion facing "pressure" to evolve and adjust to modernisation, especially to the economic and cultural powers of the dominant West.
The overarching expectation among the western world, Islamic modernism and liberal Muslim movements raises a recurring question – will Muslims ever be able to reform and join the 21st century – as if Islam was a "backward" religion.
Yet, many of Islam's earliest texts clearly promote reform and progressive ideas: welcoming other religions, harmonious coexistence, democratic governance and women's empowerment – indicating Islam and modernisation need not be at odds.
Why then the "gap" between clarity of what Islam is against the "painted" picture, with the artists being the western media?
The existing "belief-system" lies in the way Islam is communicated. The damaging legacy of 9/11 is a clear example of how communication platforms resulted in the conflation of Islam and Muslims with terrorism – dramatic increase in news with "thematic" focus on extremism, terrorism and Muslims' cultural differences.
However, the legacy of 9/11 also saw growing interest in Islam and its followers, globally – but, is this supported by correct messaging about Islam or does it lend credence to erroneous messages?
The beloved Prophet Muhammad (PBUH), was a much-loved communicator. His narratives were effective and positive, brilliantly responding to complex questions with clarity, precision, concreteness and courtesy.
Effective communication, guided by Islamic principles, creates an essential foundation for healthy relations, with the sincerest form of communication being listening and attentiveness.
Islam's objectives of reverent living and global harmony will not be fulfilled so long as sincere, clear and effective communication are not regarded as integral to da'wah.
The Quran is in itself perfection – containing no contradiction and the sunnah of the Prophet is an important guideline of ethics and morality – both providing a solid foundation for genuine dialogue and understanding.
To do justice to this miracle, communicators need to look at innovative practices and approaches to contemporise da'wah as Islam obligates communication among human beings, as a form of da'wah.
Six key principles underlie both Islamic and mainstream concepts of communication: Active Listening by garnering "interest" of the audience; Embracing Differences – not undermining views and accepting them as different instead of better or worse; Honesty as the foundation of relationship and communication; Legitimacy of narratives through truthfulness, as provided in the Quran (61:2): "words and actions must be aligned"; No Assumptions to avoid perception and animosity; Non-Judgmental – accept others without judgment of their shortcomings.
Another fundamental aspect to change the perception"about Islam is the "communicator'.
The Quran provides kindness and tenderness in approach as crucial qualities. Listening and responding that invite support and avoid offending are among the attributes of a good communicator.
Harshness in da'wah merely serves to "alienate" – conducting sermons at the top of your lungs, when microphones and speakers are available strays from these attributes and may be annoying and offensive.
Creative and innovative ways to converge da'wah with 21st century learning need to be identified, as teaching and learning are less entertaining where communicators are the only active participants.
Failure to "invite" audiences to actively participate may cause the communication process to be passive.
With the advent of IR 4.0, communicators are spoilt for choice on the most effective communication platforms. Although the ethical structure and foundation of Syariah should not evolve with the passage of time, technology, as a communication tool is encouraged, as it enhances the quality of life.
Electronic broadcasts, e-mails, social and online messaging are platforms which communicators have begun to utilise. Islamic-based, multiculture websites, linked to specific "social" platforms help educate, encourage interaction, paint positive pictures, change perceptions and clear misunderstandings.
Yet, these 21st Century tools are also "double-edged swords" – the challenge remains to rebut falsehood and fabrications, negative stories, cyber-bullying and hate-speech.
Communicators of Islam must learn to manage these and utilise technology to convey the correct messages to bring people together regardless of race, religion or creed.
If messages had not been communicated correctly, tolerance should be key rather than "trigger-happy" reactions. For communicators, mistakes should be removed and forgiveness sought, pursuant to the Holy Quran.
As a "book" that supplements and endorses earlier teachings, the Quran is therefore a timeless, comprehensive code of life and source of knowledge.
This holy-book clearly places communication at the centre of every act in Islam – the Islamic way of life – bringing the community in jemaah, elevating knowledge, altering attitudes and much more.
The Quran is a timeless "foundation" of Islam. It is not the religion that should evolve, but instead, changes should come from people – how they communicate the message of Islam effectively towards creating a contemporary outlook of da'wah, to ensure better and correct understanding of the religion.
The writer is president of Public Relations and Communications Association of Malaysia and founder/managing director of bzBee Consult Sdn Bhd