Can “jihad” be rebranded?

So you want to rebrand a word. It’s hard to think of a more difficult rebranding project than “jihad.”Since Sept. 11, the term has become synonymous with terrorism and villainy — but now a group of Muslims is trying to reclaim the word from the extremists, and redefine “jihad” to mean something normal and peaceful and good. They realize this won’t be easy.The campaign hinges on the idea that “jihad” has two commonly accepted usages. One is the violent, physical struggle most of us are familiar with. The other, which many Muslims and Islamic scholars consider the more correct definition, refers to the inner struggle to do good and follow God’s teaching; Muslims strive to attain this every day. This is the “proper meaning” being promoted by My Jihad, a public education campaign recently launched on billboards and on buses in Chicago.“The campaign is about reclaiming Islam, and not just ‘jihad,’ from both Muslim and non-Muslim extremists,” said Ahmed Rehab, the leader of the effort, in an interview. “Whether it’s the bin Ladens and the al-Qaidas of the Muslim world, or the Pam Gellers and Frank Gaffneys of the non-Muslim world, ironically — even though they come from the two opposite ends of the spectrum — they agree exactly on the same definition of ‘jihad’ and on the same worldview of Islam versus the rest of the world.”Continue Reading…

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Can “jihad” be rebranded?


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