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

By Dilshad D. Ali. U.S.

WISE 2009, 07/17/09

Background: The Hijab Story 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?What’s the deal with how Muslim women dress?

○ All issues we’ve addressed at Beliefnet

○ Challenge: Is it enough?

Background: The Hijab Story What are the new media platforms

Beliefnet can offer?

Story pages (for articles, interviews, essays)Gallery pages (for slideshows)Blog postsSocial NetworkingVideos

Background: The Hijab Story 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

Background: The Hijab Story 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 in depth by further exploration of various questions about the hijab?

Background: About Beliefnet About Beliefnet

Site’s mission is to help people like you find, and walk, a spiritual path that will bring comfort, hope, clarity, strength, and happiness.

What is Beliefnet’s 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

Approach: The Hijab Story Create a (slideshow) the hijab Publish hijab essays Create a hijab FAQ Foster hijab-oriented discussions on our

social networking section Blog about the hijab Produce hijab video

Approach: Creating the Hijab Gallery (Published in 07/2008)

Approach: Types of dress and issues addressed in Beliefnet’s 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

Approach: Sample page from Beliefnet’s Hijab Gallery

The Hijab (Headscarf)   What is it?

In Arabic, hijab means "barrier" or "cover." For non-Muslims, it's synonymous with the headscarf, but it can be used to describe total modesty. Those who cover up do so because of passages in the Qur'an and other Muslim scripture. A woman doesn't have to 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 cover the hair, ears, neck and (usually) bosom. Women the world over don the hijab on top of their 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 strictest definition, this means loose clothing that hides the shape of one's body. Some argue that just wearing a headscarf with tight-fitting outfits is not modest.

Continued on Slide 3: The Shayla, Al-Amira, and Khimer »

Approach: Sample Page from Beliefnet’s Hijab Gallery

Hijab and Fashion

What is it? Some women seek to combine wearing the hijab or other types of Muslim dress with stylish clothing and makeup.

How, why, and where is it worn?Many Muslim fashion designers and women seek to implement the fashion of a country within 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 are important. Others cleverly wear their hijab to let their earrings peek out or wear makeup.

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

Approach: Essays

Beliefnet also published traditional forms of 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)

Approach: Blog Posts“Freedom of Religion Includes Wearing

Burqas” from Windows and Doors

“At the Beijing Olympics, the Hijab Emerges” from Idol Chatter

“The Burqa and the Bikini” from City of Brass

Approach: Social Networking

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

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)

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

Challenges and Successes: Traffic Numbers (since Oct. 08) Gallery: “What is the Hijab and Muslim Dress All

About?” – 42,235 PVs (3993 generated through our newsletter

Essay: “Taking Off My Hijab” – 5,060 PVs

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

Blog Posts – Low PageViews

Soc. Net. Banning the Burqa: Is Sarkozy Going too Far? 2742 PVs since June (success!)

Challenges: Anecdotal Information How successful is Beliefnet at dispelling

misconceptions about the Hijab?

Many positive anecdotesMany positive reader comments on siteMany personal complimentsBut NO good data-taking on thisCompeting against a vast network of

unedited info on the Internet

Harnessing Power of New Media 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!

THANK YOU!