Strategisk kommunikasjon om islamsk senter til ulike målgrupper En studie av Islam Nets kommunikasjonspraksis

Abstract

The article examines how the organization Islam Net, through its website and YouTube channel, balances communication towards two utterly different target groups: conservative fellow Muslims/donors and the Norwegian society/authorities in its branding of itself. The texts analyzed were published at a time when the organization was working on establishing a center which in some contexts is presented as a center for dawah, and in other contexts as a center for youth activities. The study shows that the communication practices are influenced by prevailing media logic, but also that there is a certain parallel between aspects of dawah and targeted branding activities aimed at the authorities.