"A Common Word Between Us and You", an open letter from 138 Muslim scholars from The Royal Aal al-Bayt Institute for Islamic Thought in Jordan, attempts to mend Muslim-Christina differences. According to the letter, Islam and Christianity make up 55% of the global population, meaning that they are crucial in achieving or derailing global peace. The letter is founded on various precincts, including the worship of God only and the commandment for loving one's neighbor. The authors believe that a time has come for both Muslims and Christians to find common ground to ensure peace reigns in the world. This letter may be viewed as an attempt for Muslims to come together to dispel myths that label them as extremists due to a lack of a central authority. "A Common Word between Us and You" has continued to gain momentum in the political and religious circles while at the same time attracting acclaim and criticism in equal measure. A section of thinkers believes that this letter is propaganda, considering that the authors place conditions if they are to commit to maintaining global peace. The Jowett & O'Donnell ten-question framework would be applied to this letter to establish if it is propaganda or persuasion.
Focus on Jowett & O’Donnell Ten-Step Framework
Jowett and O’Donnell developed the ten-question framework so that there could be a basis for analyzing propaganda. Before moving to the framework, there is a need to understand the true definition of propaganda which is the reinforcement of cultural stereotypes and myths that are deeply entrenched in the culture. More so, propaganda would refer to the systematic and deliberate attempt to manipulate cognitions, direct behavior, and shape perceptions to elicit responses that further propagandists’ desires. Jowett and O’Donnell establish that analyzing propaganda ‘requires historical research, an examination of propaganda messages and media, sensitivity to audience responses, and critical scrutiny of the entire propaganda process” 1 There is a possibility that individuals who are analyzing propaganda may examine short-term aspects which may not culminate to the true understanding. There is a need for a considerable investigation to establish its deliberate essence and purpose 2 . The ten-question framework is a crucial model that would enhance the analysis as it incorporates elements of propaganda. These elements are:
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The ideology and purpose of the propaganda campaign
The context in which the propaganda occurs
Identification of the propagandist
The structure of the propaganda organization
The target audience
Media utilization techniques
Special techniques to maximize the effect
Audience reaction to various techniques
Counterpropaganda, if present
Effects and visualization 3
Application of the 10-Step Elements in “A Common Word”
The application of Jowett & O’Donnell’s 10-step plan to “A Common Word” is a way of establishing if this letter contains elements of propaganda.
The Ideology and Purpose of the Propaganda Campaign
This element is crucial since it provides the audience with a comprehensive framework to deal with political and social reality. In a bid to locate the ideology in a document, analysts would focus on a set of values, beliefs, behaviors, and ways of perceiving social norms that determine what is desirable. Ideology is considered a form of consent to a specific kind of conformity to a set of economic, social, and political structures that are used to assign religious, gender, and racial groups 4 . While analyzing for propaganda one should look for ideology in visual and verbal representations that reflect past situations, preexisting struggles, current frames, and future goals. “A Common Word” is an example of a political and social reality that focuses on the relationship that exists between Muslims and Christians, the predominant global religions 5 . These two religions have adopted a set of conflicting values and beliefs, thus creating tensions. The values and beliefs that are grounded in religious provisions have led to a supremacy battle with each of these religions being keen on getting more followers.
The ideology and purpose element of the propaganda element insists on the need to focus on past situations, preexisting struggles as well as current frames. Such a focus “past encourages people to apply previously agreed-on ideas to the current and future goals of the propagandist” 6 . “A Common Word” revolves around the past, present, and the future, in the hope that there would be a change of attitude and perspectives regarding Muslims. The letter indicates “As Muslims, we say to Christians that we are not against them and that Islam is not against them—so long as they do not wage war against Muslims on account of their religion, oppress them and drive them out of their homes” 7 . This statement is indicative of the differences that exist between these two religions and which have been defining their interactions. The mention of war and driving them out of their homes captures past activities where Muslims have been targeted for terrorism, an aspect that may be reflected in future interactions. The authors are hoping that the target audience will accept the ideology that peace depends on unity between Muslims and Christians.
The context in which the Propaganda Occurs
The success of any propaganda is dependent on the prevailing mood at the time of transmitting or communicating the message. Analysts must understand the social-cultural context of the message since it affects the reception of the message by the target audience 8 . This element further highlights the need to consider past and present conflicts, power struggles, profile issues, and the parties to the struggles. “A Common Word” aligns with a context that is marked by power struggles between Christians and Muslims. At the beginning of their letter, there is a statement “Muslims and Christians together make up well over half of the world’s population’ 9 . This statement is indicative of a duality where both of these religions have a chance of establishing the religious, cultural, and social course of the world. The statement implicates that there is a possibility of either of the two religions gaining global dominance depending on the outcome of the dialogue.
The letter was written against a background of religious intolerance between Christians and Muslims especially in Israel’s capital, Jerusalem. Each of the religious group is laying claim on this city, which has a rich cultural and political history dating back to the time of Abraham 10 . Apart from this tension, Muslims have been targeted in the fight against terrorism and extremism. While there is a consensus that Jihadism which fuels terrorist attacks is a religious tenet in Islam, the letter covers it up by bringing in the concept of loving your neighbor. The letter is out of context since it endears the audience to peace yet it is finding loopholes to blame Christians 11 . The letter creates rifts in one of the sections that ask if Christianity is necessarily against Muslims and goes ahead to quote Matthew 12: 30 ‘He who is not with me is against me’. This quote indicates that the letter is not sincere but rather an attempt to discredit Christianity as a religion that is not willing to embrace Muslims despite their cultural differences.
Identification of the Propagandist
The other element that could be explored in the analysis of propaganda is its source which usually an organization or institution. A propagandist is more likely to be an agent or a leader of a particular institution, meaning that he or she would be transmitting the message from a position of power 12 . At times there is complete transparency regarding the identity of the organization that is behind particular propaganda. At times, propagandists conceal their identity so that the institution can achieve certain objectives, thus making it hard to establish its source 13 . This is not the case with “A Common Word” since it is clear that it is written by the Royal Aal al-Bayt Institute for Islamic Thought, Jordan. The reason why this message is honest is the fact that it is addressed to Christianity leaders who are a significant part of the peace dialogue 14 . The inclusion of the organization that has originated the letter ensures that the contents therein are credible and that there is a transparent avenue for providing feedback.
Propaganda messages that do not contain the identity of the organization that is responsible require analysts to apply additional guidelines. Analysts should focus on the ‘apparent ideology, purpose, and context of the propaganda message’ 15 . In this case, an analyst ought to reflect on the person, agency, or institution that is most likely to benefit from the propaganda were it to be taken seriously by the target audience. “A Common Word” establishes that Muslims are not the enemy and that they are being targeted unjustly by Christian-based countries and governments. Apart from focusing on the beneficiaries of propaganda, an analyst could focus on historical perspectives to determine the origin of the message 16 . This assertion is important, considering that every propaganda is a response to past injustices that ought to be rectified to improve outcomes. This is the case with “A Common Word” which calls for peace to ensure the well-being of Muslims who have been wrongly viewed as enemies of peace
The Structure of the Propaganda Organization
The structure of the organization that designs and spreads propaganda message is a crucial component when analyzing information. Strong and centralized decision-making organizations usually produce and spread successful propaganda campaigns that are likely to form, shape, and influence public opinion 17 . Actual and apparent leaders in such organizations usually espouse organizational ideologies in a bid to inspire loyalty and support. The Royal Aal al-Bayt Institute for Islamic Thought, Jordan, the organization that authored “A Common Word between Us and You” is an authoritative Islamic religious institution. the institutes hope to “spread knowledge of Islam and Islamic thought, reflect their luminous sides, and contribute towards purifying Islamic culture of all adventitious elements and correct misconceptions about Islam” 18 This organization has an effective organizational structure that allows it to act as an authoritative agency that is autonomous and capable of transacting on behalf of Muslims worldwide. “A Common Word” message would therefore be indicative that this institute is to use any channel that is available to advocate for Muslims.
Analysis of propaganda could be a daunting task that requires attention to the leadership style that an organization has adopted. Most of the organizations that spread propaganda have charismatic and renowned leaders who espouse institutional ideology or easily identifies with the target audience. The 138 signatories to the letter are high-profile Muslim leaders drawn from all over the world in the hope of achieving a unity of purpose. The inclusion of these leaders ensures that the document not only has a global feel but also is credible and authoritative. There is a possibility that the target audience may be moved to act on the recommendations even if doing so would not yield the desired motives. “A Common Word” is lopsided since it presents Christianity as a hostile religion while in essence it is based on love 19 . The letter may eventually turn the tables by claiming that Muslims are victims in as much as they hold the key to global peace. A strong organizational structure and leadership have made this letter be adopted as a roadmap for peace dialogues in the modern world.
The Target Audience
The other element for analyzing propaganda is the target audience or the section of the people who would ensure that the message therein is effective. Propagandists focus on audiences that would respond favorably by acting upon the information. In a traditional setting, the mass, interest groups, political and cultural elite, and small groups would be the target audience depending on the information 20 . “A Common Word” targets a global audience considering that Islam has managed to make inroads in almost all countries across the world. However, for the message to become a global voice the authors specifically target world religious leaders, the opinion leaders, most notably His Holiness Pope Benedict XVI, Catholic patriarchs, archbishops, and protestant leaders. The authors and signatories believe that these Christina leaders espouse the beliefs of their followers, meaning that they will in turn act on the message. This letter is a response to Nostra Aetate that sought to declare the positive relationship between the church and Muslims 21 . In this case, there is an expectation that Christian leaders will have their answer and in this way promote global peace and unity.
The target audience is a crucial element that propagandists consider since they can determine the direction of the message. When analyzing propaganda, analysts “should think of our audiences as channels rather than as receptacles” 22 this statement is indicative of and deliberate effort by propagandists to ensure that the message reaches individuals who will transmit it to the messages. So far “A Common Word” has achieved this objective considering that there are about 700 articles on the letter, over 10,000 endorsements, and about 400, 000 visits to the website 23 . These statistics are indicative of a well-crafted message that has managed to reach the target audience as anticipated. However, it is important to note that some audiences may be more eager to receive the message while others may out rightly reject it. One's attitudes, beliefs, and values will determine if the message that is being advanced in the “A Common Word” will be accepted or not. The world can only wait and see if this letter would become the basis for conducting an interreligious dialogue to achieve lasting peace.
Media Utilization Techniques
Media that may take the traditional or modern plays a significant role in the transmission of propaganda. The decision to use radio, film, television, internet, telephone, direct mail, billboards, plays, speeches, or books is dependent on the target audience. Propagandists can decide to incorporate different media in a bid to ensure that the message has been heard and acted upon as intended 24 . For instance, he or she could use a film to broadcast the message and then hand leaflets to emphasize the message and the cause. Analysts of propaganda ought to ask several questions which include “What is the audience asked to do to respond to the message in the media? Does it seem that the audience is asked to react without thinking?” 25 “A Common Word,” asks the audience to embrace the love for others and develop tolerance to Islam to achieve global peace. While the message on love and peace is quite clear various loopholes indicate that the audience is asked to act without thinking.
The choice of media determines if the message that is therein will elicit positive or negative criticism from the target audience. The decision to use a letter that is filled with many scriptures from both Koran and the Bible is aimed at confusing the audience. A reader would find it hard to follow through the entire letter and would only focus on the general recommendation 26 . This choice of media could be viewed as a deliberate attempt to seek sympathy from the audience by purporting that Muslims are victims, despite their role in ruining global peace. When analyzing propaganda, emphasis should be placed on emotional arousal techniques that are aimed at swaying the audience to think in a particular manner 27 . “A Common Word” keeps on referring to love for one’s neighbor and its importance to the maintenance of global peace to hide the real meaning of this letter. Readers are more likely to buy into this emotional blackmail by focusing on the call for peace, thus lose sight of rising extremism that is threatening the very peace.
Special Techniques to Maximize the Effect
Special techniques are an integral element in the ten-question framework for propaganda analysis which enhances the impact that the message will have on the target audience. Analysts should align with Aristotelian rhetoric while examining the techniques that are employed in propaganda. In this analysis, it is important to note that individuals have the option of using “every means that serves the purpose of the conquest of the masses is good” 28 . One of the techniques is the creation of resonance by ensuring that the message aligns with existing beliefs, dispositions, and beliefs. In this case, a propagandist will build techniques that are based on the knowledge about human tendencies, desires, conditioning, and psychic mechanisms. “A Common Word” is an example of a letter that resonates with the global audience, which is predisposed to believe that Islam is associated with extremism and acts of terrorism.
This knowledge is what informs the author to try and condition the existing predispositions by claiming that Muslims value and embraces love for others. The letter asserts “Love of the neighbor is an essential and integral part of faith in God and love of God in Islam without the love of the neighbor there is no true faith in God and no righteousness” 29 . This statement is intended to resonate with the audience that is predisposed to change their perspectives on the contribution of Islam to global conflicts that have been witnessed before. In the same manner, the letter adapts source credibility another technique that ensures that the message influences change. People tend to look up to authoritative figures for direction and direction since expert opinion establishes the legitimacy of change. “A Common Word” has much credibility considering that it is written by global Muslim leaders who possess immense political, academic, and religious knowledge. The letter elicits additional credibility since it is addressed to opinion leaders in matters of Christianity, including His Holiness Pope Benedict XVI 30 . In this case, it is very easy to convince the audience to act upon this message if at all the world is to witness unprecedented peace in the foreseeable future.
Audience Reaction to Various Techniques
Propaganda is aimed at swaying the target audience in a bid to elicit desired effects when the message therein is acted upon as intended. Analysts are required to focus on audiences’ behavior and reaction to the message to establish if the campaign has been successful or not 31 . The best way of accomplishing this objective is through a focus on critical evaluation that follows a propaganda campaign that is open to the public. “A Common Word” is an open campaign that could be assessed through affiliated websites considering that it targets the global audience although it is addressed to a few Christian leaders. Since its publication in 2009, the letter has attracted global acclaim and criticism in equal measure as scholars and journalists try to make sense of it. A focus on features, articles, speeches, books, films, and conferences revolving around “A Common Word” would help the analyst to determine the reception. A faction of the society views this letter as a call to action to embrace inter-religious dialogues while others think that it is a façade to conceal rising extremism 32 . Nonetheless, there is a need to focus on how the message has influenced the audience's behavior by eliciting subscription to the idea. “A Common Word” has managed to become a mainstream concept with tens of conferences being held to act upon its recommendations. Some of these conferences include "Loving God and Neighbor in Word and Deed: Implications for Muslims and Christians” and "A Common Word and Future Muslim-Christian Engagement," 33 . These conferences aimed at affirming the absoluteness of God and unity as the key tenets of the letter, meaning that it has managed to sway the target audience into action.
Counterpropaganda
Propaganda messages elicit different reactions depending on the content, target audience’s attitudes, beliefs, and aspirations as well as their implications. At times the message may elicit negative criticism in the form of counter-propaganda that aims at discrediting the initial message. Counterpropaganda adopts various media forms including theater, literature, film television, and graffiti to present alternative ideology 34 . “A Common Word” has paved way for counterpropaganda that is grounded on the tenets that are purported to establish unity. While the insistence on the concept of the unity of God gives this letter a purpose it means different things for both Muslims and Christians. It is undeniable that even if both Christians and Muslims worship one God, the unity of God means different things 35 . For Muslims God is absolute and a singular entity while Christians perceive God as a trinity including Father, Son, and the Holy Spirit. The refusal of the Holy Triune by Islam then means that the unity of God cannot be used as a basis for interreligious dialogue since there will never be a consensus. The same case applies to the concept of Jesus with Muslims claiming that He was a prophet while Christians believe that he is the Son of God and their focal point of faith. “A Common Word” quotes consistently quotes Aal ‘Imran 3:64 says:
O People of the Scripture! Come to a common word between us and you: that we shall worship none but God, and that we shall ascribe no partner unto Him, and that none of us shall take others for lords beside God. And if they turn away, then say Bear witness that we are they who have surrendered (unto Him)." 36
This quote which provides the title of the letter is an attempt to deny that Jesus has saving power, and if this is the case, it is impossible to advance peace. A difference in religious thoughts that is deeply ingrained in the two religions would hamper efforts to deliberate in the face of global conflicts.
Effects and Evaluation
The last element of the ten-question framework is evaluating whether the propaganda has fulfilled its purpose of eliciting change in the target audience. It is not automatic that the message will achieve all the objectives but specific goals which is a positive outcome 37 . While evaluating the effects of propaganda an analyst should account for the reasons for its success or failure. “A Common Word” lies in the extremities of failure and success considering that it elicited a global dialogue although it has not yet managed to alter perceptions. The use of both Islamic and Christian religious texts as a basis for the dialogue is a welcome move that demonstrates the common ground. The letter highlights the basis commonalities of the two religions which include populace, Abrahamic heritage, love for one’s neighbor, and unity of God 38 .
The use of the common ground was effective, going by the number of articles, conferences, and features on the need to hold this dialogue. However, the propaganda experienced numerous drawbacks, considering that it is not possible to alter the mindsets of the target audience simply by quoting from religious texts. The audience is capable of reading between the lines to see that the call for dialogue is conditional and subjective. The letter declares that As Muslims, we say to Christians that we are not against them and that Islam is not against them—so long as they do not wage war against Muslims on account of their religion, oppress them and drive them out of their homes” 39 In the same way, the tenets on love for one’s neighbor and unity of God do not have similar connotations in both religions. To this end, one would conclude that while “A Common Word” is a basis for conducting a dialogue it does not espouse religious expectations and convictions of Muslims and Christians.
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