Case Study Communication 2

8/2/2019 Case Study Communication 2

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A study in how an old issue received new treatment in avariety of new media platforms.

By Dilshad D. Ali. U.S.

WISE 2009, 07/17/09


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Background: The HijabStory What are the stories/issues about Muslims

that persistently receive media attention?

Is Islam a religion that promotes violence?

Do women have a subservient role in the faith? What does the faith teach about tolerance

towards non-Muslims? Whats the deal with how Muslim women dress?

All issues weve addressed at Beliefnet

Challenge: Is it enough?


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Background: The HijabStory What are the new media platforms

Beliefnet can offer?

Story pages (for articles, interviews, essays)

Gallery pages (for slideshows)

Blog posts

Social Networking Videos


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Background: The HijabStory Choosing a topic that would lend itself to

content across all media platforms

The Hijab issue lent itself well to this. Why?

Many facets to this story

Many sub-issues

Hijab story is evergreen

Hijab story reaches across countries


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Background: The HijabStory How to address this topic audience

Do you create content for a Muslim or non-

Muslim audience?

Should it be explanatory, or should it go indepth by further exploration of various

questions about the hijab?


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Background: About Beliefnet About Beliefnet

Sites mission is to help people like you find, andwalk, a spiritual path that will bring comfort, hope,clarity, strength, and happiness.

What is Beliefnets audience? 68% female, 32% male 5.8 million unique monthly visitors across site and

newsletters*

9 million name e-mail list

Mainly Christian readership, mid-age range


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Approach: The Hijab Story

Create a (slideshow) the hijab

Publish hijab essays

Create a hijab FAQ

Foster hijab-oriented discussions on oursocial networking section

Blog about the hijab

Produce hijab video


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Approach: Creating the HijabGallery (Published in 07/2008)

Different typesof Muslim

dress

What is it?

How, Why,and When is t

Worn?

AnyControversy?

QuickExplanations

(the moresuccinct, themore well-

read)


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Approach: Types of dress and issuesaddressed in Beliefnets Hijab Gallery

Hijab The Shayla, Al-Amira, and Khimer Abaya and Jilbab

The Chador Niqab (Face Veil) Burqa (or Burka) Burkini

Hijab and Fashion Hijab and Sports Islam, Men, and Modest Dress


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Approach: Sample page from Beliefnets Hijab

Gallery

The Hijab (Headscarf) What is it?

In Arabic, hijabmeans "barrier" or "cover." For non-Muslims, it's synonymous with theheadscarf, but it can be used to describe total modesty. Those who cover up do sobecause of passages in the Qur'an and other Muslim scripture. A woman doesn't haveto cover up in front of her husband, father, son, or other relatives she cannot marry.

How, why, and where it's worn.The hijab(as a headscarf) is any piece of cloth pinned around the head so as to coverthe hair, ears, neck and (usually) bosom. Women the world over don the hijabon top oftheir other clothing, which extends to their hands and feet.

Any controversy?The purpose of modest Muslim dress is just that--to be modest. In the strictestdefinition, this means loose clothing that hides the shape of one's body. Some arguethat just wearing a headscarf with tight-fitting outfits is not modest.

Continued on Slide 3: The Shayla, Al-Amira, and Khimer
http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3http://www.beliefnet.com/Faiths/Islam/2008/09/What-is-the-Hijab-and-Muslim-Dress-All-About.aspx?p=3


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pproac : amp e age rom e e ne s aGallery

Hijab and Fashion

What is it?Some women seek to combine wearing the hijabor other types of Muslim dress withstylish clothing and makeup.

How, why, and where is it worn?Many Muslim fashion designers and women seek to implement the fashion of a countrywithin the parameters of modest dressing. In the West this may mean layering a long-

sleeved shirt inside a t-shirt or wearing a dress over pants. Attractive scarves areimportant. Others cleverly wear their hijabto let their earrings peek out or wearmakeup.

Any controversy?In the Muslim world, the battle of hijabvs. fashion is fierce. Critics argue that the pointof modest dressing is not to draw attraction to one's physical self, which is negated bypretty headscarves, full coverage but stylish clothing, and makeup. Others say womencan dress modestly and fashionably without overtly displaying their physical attributes.


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Approach: Essays

Beliefnet also published traditional formsof media essays and articles:

Taking Off My Hijab by Andrea Useem

(published in 08/08)

Girls Just Want to Have Fun by Asma Gull

Hasan (published in 2005)


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Approach: Blog Posts

Freedom of Religion Includes Wearing

Burqas from Windows and Doors

At the Beijing Olympics, the HijabEmerges from Idol Chatter

The Burqa and the Bikini from City of

Brass


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Approach: SocialNetworking

Discussion: My Hijab or My Job

Developed by member in early 2008

Discussion: Banning the Burqa in

France: Is Sarkozy going too far? Developed by Beliefnet in June 2009


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Approach: Hijab Video

Developed script for a How a Muslim

woman may wear the hijab video

Preliminary shooting in 2007

Video project still on hold


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Challenges and Successes

Promotion of Content

Throughout the site, on Islam Channel Page

Links pushed in the blogs

Tagging of content for search engines

In Beliefnet newsletters

Sent out by PR firm to other media outlets

Promotion on other social networking sites(Facebook)


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Challenges and Successes:SEO Key component to hijab content

promotion is good SEO practices

Use of keywords

Google Analytics

Study Omniture SiteCatalyst trend reports

Proper tagging of content


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Challenges and Successes:Traffic Numbers (since Oct. 08)

Gallery: What is the Hijab and Muslim Dress AllAbout? 42,235 PVs (3993 generated through ournewsletter

Essay: Taking Off My Hijab 5,060 PVs

Hijab FAQ: 10,564 PVs (771 generate through ournewsletter)

Blog Posts Low PageViews

Soc. Net. Banning the Burqa: Is Sarkozy Going too

Far? 2742 PVs since June (success!)


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Challenges: Anecdotal Information

How successful is Beliefnet at dispellingmisconceptions about the Hijab?

Many positive anecdotes

Many positive reader comments on site

Many personal compliments

But NO good data-taking on this Competing against a vast network of

unedited info on the Internet


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Harnessing Power of NewMedia Full-body approach to the coverage of a topic is best

Internal linking and cross-linking of content

Becoming fluent in SEO practices

Play around with Google Analytics BEFORE publishing your work

Track your traffic, and get trend reports if possible

As always, good writing, great graphics, seamless editing

Create a buzz about your work. How?

KNOW YOUR AUDIENCE!


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THANK YOU!

Documents

Case Study Communication 2