A Critical Analysis of Pakistani National Press Portrayal of Zakat Advertisements during Ramadan

Abstract

Zakat is a religious alms-giving or welfare contribution among Muslims. The Zakat donors
themselves have to decide to whom it should be given or direct deduction from the banks (in
Pakistan). Zakat is the fourth of Islam's five basic pillars, and it is collected during the Holy
Month of Ramadan, just before Eid ul Fitr, the joyous festival at end of Ramadan. This research
examines Zakat campaign during Ramadan in Pakistani leading press. The purpose is to
analyse whether the specific images and symbols are spiritually drawn from established Islamic
beliefs, or commercial with no religious connotation? Also, to analyse the appeals used in the
process of persuasion. The results show that appeals e.g., physical disability, poverty, orphans
and old age, which attract the readers and persuade them to contribute are used. But
organizations ignore all other deservers described in the Quran on which Zakat can be spent.
Zakat seeking organizations run extensive campaigns during the month. Quick-relief providing
organizations use more appeals than organizations working on longer projects.
Keywords: Zakat, Pakistani national newspapers, religious advertisements, Media
Exposure, CDA, Persuasion, appeals