Thursday, December 31, 2009

No (Coranic) Logo!

Is there any connection with the agreement to be passed with Robert Murdoch’s very conservative and pro-zionist News Corps? To be sure, the pious commercials broadcasted by Alwaleed bin Talal Foundation on the various Rotana channels between racy videos clips have fuelled many discussions.

It is not the first time that such campaigns have been launched in the Arab media. There has been previously the Mercy campaign during Ramadan 08, or the Al-baraka bil-shabab (Youth is a blessing and/or The blessing youth) broadcasted by the MBC channel.

An interesting questions raised by such advertising campaigns, tackling “virtuous issues,” is the use of statements (ahâdith) of the Prophet Muhammad. Obviously, there is no problem at all with the message itself but the context might seem too profane and thus unsuitable to the dissemination of the sacred words.

At least it is the point of view of various Saudi religious scholars who have forbidden, some time ago, the use of Coranic inscriptions on players shirts during soccer competitions (they still remain legitimate for charity matches!) Similarly, Al-Azhar has recently condemned the use of Coranic verses for politics of business! According to a previous official national mufti, the sacred words must remain a guide for life and not a logo!

In short, No Coranic Logo! to use Naomi Klein’s motto. But such a claim might become a dead letter considering the countless stickers printed with sacred words posted everywhere in the Arab world… The religious message is everywhere but his meaning is vanishing.

With the usual link to the original post in French, one of the videos of the Al-baraka bil-shabab campaign...

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