UC Santa Barbara

Da’wa (literally, "call") refers not only to missionary work (i.e., spreading the message of Islam to nonbelievers). It also means reinforcinggreater piety on the part of Muslims, appealing to Muslims to renew their religious commitment. Influenced by Muslim scholar Isma’il al-Faruqi,contemporary da’wa activity in the American context has underscored that the role of the da’i (the one who calls) is to invite "reversion" toone's natural or innate state of being in relationship with the divine. Islam was readopted by many twentieth-century African Americans due toda’wa work of the Ahmadis, the Nation of Islam, and others. Digital da’wa, using new social media and the Internet, and visual da’wa (e.g.,satellite television and YouTube videos) add innovative means to propagating the faith and increasing Islamic literacy.