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Improving perceptions of the Muslim community in Los Angeles

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Improving perceptions of the Muslim community in Los Angeles

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Content IMPROVING PERCEPTIONS OF THE
MUSLIM COMMUNITY IN LOS ANGELES
by
Dolla Elsumeri
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2003
Copyright 2003 Dolla Elpumeri
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UMI Number: 1416549
UMI
UMI Microform 1416549
Copyright 2003 by ProQuest Information and Learning Company.
All rights reserved. This microform edition is protected against
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UNIVERSITY OF SOUTHERN CALIFORNIA
The Graduate School
University Park
LOS ANGELES, CALIFORNIA 90089d695
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TABLE OF CONTENTS
List of Tables ...................................... iii
Islam ..................................................1
Research Objectives and Methodology ................... 2
Situation Analysis .................................... 4
Statistics ............................................ 8
Impact of September 11.................................14
Informational/Perceptual Gaps .........................16
Muslim Public Affairs Council ........................17
Challenges ........................................... 18
Audiences .......................................... 20
Objectives ......................................... 21
Strategies ........................................... 21
Key Messages ......................................... 23
Tactics ............................................. 23
Evaluation .......................................... 28
Bibliography ......................................... 31
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LIST OF TABLES
Table 1: U.S. Muslim Population Estimates...........9
Table 2: Population Percentages by Region..............9
Table 3: Ethnicity of participants in U.S. mosques 10
Table 4 : Education.....................................12
Table 5: Citizenship Status........................... 12
Table 6 : Age...........................................12
Table 7 : Household Income............................. 12
Table 8 : Occupation....................................13
Table 9: Marital Status............................... 13
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1
Improving Perceptions of the
Muslim Community in Los Angeles
Islam
Islam is a faith practiced by more than a billion people
of all races, nationalities and cultures across the globe.
The word Islam has a two-fold meaning: peace, and submission
to God. Muslims must practice the five pillars of the
religion: the declaration of faith in the oneness of Allah and
the prophet hood of Muhammad; prayer; fasting during the month
of Ramadan; alms giving; and, the pilgrimage to Mecca. They
must also believe in the six articles of faith: belief in God,
the Holy Books, the prophets, the angels, the Day of Judgment
and God's decree, whether for good or ill.
The Problem
Misconceptions and stereotypes about the Muslim
community in the United States are even more prevalent since
September 11, 2001. These misconceptions emanate from a lack
of knowledge about the community in the general public as well
as stereotyping in the media and entertainment. The purpose
of this paper is to identify how the Muslim community is
perceived and what can be done by various organizations to
improve these perceptions. Specific public relations
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2
strategies and tactics to address these issues will also be
examined.
Research Objectives and Methodology
The objective of the research is to verify that these
stereotypes and misconceptions exist. Another objective is to
identify the sources of these negative misconceptions. This
will be achieved through both primary and secondary research.
I first conducted phone interviews with opinion leaders
and key representatives of organizations that serve the Muslim
community. The key representatives listed below were selected
because of their relevance and influence within the Muslim
community. The knowledge they possess about the latest
developments within the community is beneficial to achieving
the objectives of the campaign.
Zahid Bukhari: Director and co-principle investigator,
Muslims in the American Public Square
Aslam Abdullah: Editor, Muslim Public Affairs Council
magazine
These interviews are used to elaborate the results of
the secondary research conducted.
Opinion Poll
I also consulted with Zogby International who polled
1,781 people ages 18 and older who identified themselves as
Muslim nationwide. Phone interviews were conducted from
November 8 through November 19, 2001. Matching the zip codes
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of 300 randomly selected Islamic centers against their
respective local telephone exchanges and identifying common
Muslim surnames ensured knowledgeable participants.
An additional sample of African-American Muslims was
taken in person December 7-9, 2001, in New York, Washington,
D.C., Atlanta and Detroit. (These additional surveys were
required to account for Afro-American Muslims with Anglo-
American or non-Muslim surnames who were not included in the
earlier telephone survey.) The percentage of Afro-American
respondents was weighted to reflect 20% of the American Muslim
population.
The margin of error is 2.4%. Margins of error are higher
in sub-groups.
Information from articles, books, and news stories will
also be used to uncover the prevailing views of Muslims.
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Situation Analysis
A. Perceptions of the General Public Regarding Muslims
Anti-Western
In a 1998 Roper poll, more than 50 percent of the
respondents described Islam as inherently anti-American, anti-
Western, or supportive of terrorism. Of those surveyed, only
five percent said they had had much contact with Muslims
personally.1
Middle-Eastern/Arab Descent
The most common misconception about Muslims in the
United States and abroad is that they are primarily Middle
Eastern. Fewer than one out of eight American Muslims (12.4
percent) are of Arab descent; other Middle Eastern groups like
Iranians and Turks account for only a few additional
percentage points each.2
Extremist
The most persistent negative stereotype of Islam is that
it is a faith of violent extremists. It is a religion
represented by a "masked militant rather than the doctor or
1 Blank, Jonah. “The Muslim Mainstream.” U.S. News & World Report, July 20, 1998.
2 Ibid
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computer software designer living next door."3 This stereotype
hurts those of the Muslim faith here in the U.S.
American Muslims state that they are more likely to be
the victims rather than the perpetrators of a crime.
Furthermore, according to the article, American Muslims many
of whom are refugees from the regimes with which they are
associated in the public mind are "held hostage to the
behavior of Saddam Hussein and Hezbollah: Anti-Muslim violence
in the United States rises sharply when tensions peak in the
Middle East."4
Oppressive to Women
People in the West view attitudes of Muslims towards
women as discriminatory. According to Laila Al-Marayati,
habits, which are culturally based, have formed and Islam has
been used to promote them. Al-Marayati, a physician and past
president of the Muslim Women's League, was born and raised in
Los Angeles.5
She mentions that women around the Muslim world are
being denied equal rights of marriage, divorce and property.
She and many other Muslims argue that this kind of unfairness
is not a true likeness of the spirit of Islam but rather a
3 Ibid
4 Blank, Jonah. “The Muslim Mainstream.” U.S. News & World Report, July 20, 1998.
5 Ibid.
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betrayal. Al-Marayati states that Islam should become a tool
for "elevating women rather than suppressing them."6
B. Desired Public Image of American Muslims
The American Muslim community wants to be viewed as
family-oriented and peace loving. They want the public to know
about their involvement in the community, and that they are
Americans just like everybody else.
"Diverse and well-dispersed, U.S. Muslims here have
moved deliberately through the years to cement their place in
the community, not only with bricks and mortar but with
involvement in civic affairs."7
Participation in Mainstream American Life
• American Muslims almost unanimously support donations to
non-Muslim social service programs, like aid to the
homeless (96%), efforts to become more involved in civic
organizations (96%) and participation in the American
political process (93%).
• Over three-fourths (77%) of American Muslims are active
in organizations that help the poor, sick, elderly or
homeless.
• Seven in ten (71%) are active at their Mosque or in
other religious organizations.
• Over two thirds (69%) are active in school or youth
programs.
6 Ibid.
7 Connell, R., & Reza, H.G. "Sometimes-Hostile Scrutiny Difficult for
San Diego's Muslim Community." Los Angeles Times, October 5, 2001.
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• Nearly half (46%) are active in a professional
organization.
• American Muslims are less active in public affairs
organizations (33%), veteran's organizations (24%) and
labor unions (17%) .
• The majority (54%) does not consider America an immoral
society.
• Seventy-percent of immigrant Muslims do not agree that
America is an immoral society. U.S.-born Muslims (49%)
and African American Muslims (57%) are at odds with the
morality of American society.
C. Sources of the Misconceptions
Misperceptions of American Muslims are in direct
relationship with their portrayal in the media.
• Most American Muslims say Hollywood (77%) and the media
(68%) do not fairly portray Muslims and Islam.
^ African American and Arab Muslims show the strongest
disapproval of the treatment of Muslims and Islam in
Hollywood (86% and 85% respectively) and the media (74%
and 77% respectively).
• Failing grades also come from South Asian Muslims for
Hollywood (65%) and the media (61%) . More than three-
quarters of men and women complain about the lack of
fairness in the portrayal of Muslims and Islam in
Hollywood (a 78% average), while an average 68% of men
and women say the media is not fair.
Source: Zogby International
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Statistics
Because Islam is a religion and not an ethnicity, it is
difficult to ascertain accurate population figures. Four
major Muslim organizations released a joint study in April
2001 that estimated the U.S. Muslim population at six million
to seven million. Based in part on that report, most media
organizations, as well as the White House and the State
Department, have confirmed the six million figure.
But two of the studies released, including one
commissioned by the American Jewish Committee, concluded that
the total is much lower: no more than 3.4 million and perhaps
as few as 1.5 million.
The disparity of the population figures seems to be
political. Both Islamic and Jewish organizations have made
attempts to estimate figures. It seems that the numbers
reflect the particular organization's agenda, whether that be
political or otherwise. The more Muslims that can be
accounted for, the more political clout the community has and
vice versa.
The Washington-based Council on American-Islamic
Relations claims a nationwide population of more than six
million, up from two million three decades ago, but others say
the numbers are smaller. The council estimates that more than
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500,000 Muslims live in Southern California, 225,000 of them
in Los Angeles County and 120,000 of them in Orange County.
Table 1. U.S. Muslim Population Estimates
(In millions)
Mosque Study Project 6 to 7
2001 Britannica Book of
the Year
4.1
National Opinion
Research Center
1.5 to 3.4
CUNY Religious
Identification Survey
2.8
Table 2. Population Percentages by Region
USA Percent
Region
East 39
South 21
Central/Great Lakes 27
West 13
Total 100
9% of all American Muslims live in California.
Source: Zogby International
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10
Table 3. Ethnicity of participants in U.S. mosques
Ethnic Origin Percent
South Asian (Pakistani, Indian, Bangladeshi,
Afghani
33
African-American 30
Arab 25
Sub-Saharan 3.4
European (Bosnian, Tartar, Kosovar, etc.) 2.1
White American 1.6
Southeast Asian (Malaysian, Indonesian,
Filipino)
1.3
Caribbean 1.2
Turkish 1.1
Iranian 0.7
Hispanic/Latino 0.6
Source: "Mosque in America: A National Portrait", 2001
According to a phone interview with Zahid Bukhari,
director and co-principle investigator for Muslims in American
Public Square, the results of the national research are
applicable to L.A.
Demographic and population shifts/trends
The number of Muslim adults is twice the number reported
in the National Survey of Religious Identification RI survey
in 1990.
A national Islamic advocacy group released a major study
of the Muslim community in the United States indicating that
the number of mosques grew by 25 percent in the past seven
years.
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11
Demographics
• Three quarters of surveyed American Muslims (74%) are
under 50.
• Nearly three fifths (58%) are college graduates.
• Eighty-five percent are Arab, African, Afro-American or
South Asian.
• Half (50%) earn more than $50,000 annually.
• Seven in ten (69%) are married.
• Two fifths (39%) live in the East.
• Thirty six percent are born in the U.S.
• Three-fifths (60%) of those not born in the U.S. arrived
here after 1980. Over one- third (36%) arrived during
1980-1989, while 24% arrived from 1990 to the present.
• The American Muslims surveyed were born in 80 countries,
including the U.S.
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Breakdown of Demographics According to Zoqby Poll
12
Table 4. Education
Education Percent
CHS Grad
6
HS Grad 12
Some College
24
College Grad 58
Did not answer
—
Table 5. Citizenship status
Year Emigrated Percent
Year emigrated: Pre-1970 12
1970-1979 25
1980-1989 36
1990-present 24
Did not say what year
emigrated
3
Table 6. Age
Age Group Percent
18-29 23
30-49 51
50-64 20
65+ 7
Did not answer age —
Table 7. Household income
Income Percent
Less than $15,000 10
$15,000-$24,999 10
$25,000-$34,999 13
$35,000-$49,000 17
$50,000-$74,999 22
$75,000 or more 28
Did not answer income —
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Table 8. Occupation
Occupation Percent
Managerial 12
Medical 10
Professional/Technical 22
Sales 5
Clerical 3
Service 4
Blue-Collar/Production 3
Student 8
Homemaker 10
Teacher/education 6
Retired 5
Other occupation 11
Not sure of occupation 2
Table 9. Marital Status
Marital Status Percent
Married 69
Single, never married 19
Divorced, separated,
widowed
11
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American's Attitudes Toward Muslims
• Adults age 18-29 (66%) are among the most likely to
have experienced anti-Muslim discrimination in
their communities. Residents of the Central/Great
Lakes region (61%) are more likely than those in
other areas of the country to agree. Others who
have experienced this discrimination include more
African Americans and Arab Americans (56% each)
than people of other ethnicities; more Muslims born
in the U.S (62%) than those born outside the
country (47%), and more women (57%) than men (49%).
• Adults age 50 and older (average 51%), South Asians
(48%), and respondents living in the East (45%) are
among those who have not experienced anti-Muslim
discrimination in their communities since the
September 11 attacks.
Changes in attitudes within the Muslim community after 09/11
• A majority (52%) says their patriotism is the same
now as compared to before the terrorist attacks.
Two in five (41%) now consider themselves more
patriotic, and 5% say their patriotism is now less.
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Impact of September 11th
The tragedy of September 11th has had a profound effect
on the nation as a whole. It also had a tremendous effect on
the American Muslim community as well. The perpetrators of
this crime against humanity have indicated that their actions
were sanctioned by Islamic values. This has put American
Muslims in the middle of a very heated debate. They must now
defend their religion and try to discredit the messages sent
out by the terrorists responsible for the attack. American
Muslims have, in many cases, been targets of discrimination
because of the events that unfolded September 11th.
All of the following information was drawn from the
American Muslim Poll: "Muslims in the American Public Square"
conducted by Zogby International.
• A majority of American Muslims (57%) says the
attitude of Americans toward Muslims and Arabs
since September 11 has been unfavorable.
• A majority (52%) of Muslims say individuals,
businesses or religious organizations in their
community have experienced discrimination since
September 11. The most common kind of
discrimination has been verbal abuse, cited by one-
quarter (25%) of respondents.
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• Majorities of Republicans (50%) and South Asians
(52%), as well as pluralities of Africans (44%),
those not born in the U.S. (47%), and people with
household incomes less than $15,000 (47%), consider
themselves more patriotic now as compared to before
Sept. 11.
• African Americans (71%), Independent voters (61%),
and U.S.-born respondents (62%) are among those
most likely to say their patriotism is the same now
as before.
Informational/Perceptual Gaps
The information that the general public acquires about
the Muslim community through various media outlets is negative
and insufficient. The one-sided portrayals and unfairness of
coverage has led the general public to view the Muslim
community in a negative light. The predominant stereotypes
are a product of this distorted flow of information.
These stereotypes can be found in major motion pictures
as well as in newspapers. "The Siege," released by Twentieth
Century Fox, shows a Muslim man praying, then bombing
civilians shortly after. After the Oklahoma City bombing, the
Wall Street Journal reported that an Islamic fundamentalist
group had held a meeting in Tulsa related to the bombing the
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weekend before it occurred.8 The fundamentalist group
referred to was the Islamic Society of North America (ISNA).
ISNA is a mainstream group with no dissident activists in the
history of the organization.
The purpose of the proposed public relations campaign is
to fill these informational and perceptual gaps by providing a
more complete profile of not only the Islamic faith, but of
the Muslim people.
Muslim Public Affairs Council
The Muslim Public Affairs Council (MPAC) is an
organization based in Los Angeles that would be ideal to
launch a public relations campaign to improve the perceptions
of the Muslim community. Because the Muslim communities, as
well as the media, recognize MPAC, it has the potential of
reaching the goals and objectives of the campaign outlined in
this paper.
MPAC is a public service agency working for: the civil
rights of American Muslims; the integration of Islam into
American pluralism; and, a positive, constructive relationship
between American Muslims and their representatives. It is a
non-partisan body that operates on all levels of the policy
8 Hasan, Asma Gull. American Muslims: A New Generation. New York:
The Continuum International Publishing Group, 2000. p91.
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making arena. It is not affiliated with any formal government
agency. MPAC's organizational goals include:
■ Build the American Muslim constituency and make them an
influential component in US politics.
■ Achieve a positive relationship with other groups in
order to promote values shared with Islam.
■ Make Islamic ethical values available to the American
political process.
The accomplishments of the organization are:
■ Organized the Muslim community to attend political party
assemblies and elect delegates for the state and
national conventions.
■ Encouraged Democrats and Republicans to initiate a
dialogue with Muslims.
■ Helped set up hospitality suites at both Democratic and
Republican state conventions.
■ Expanded research efforts and established MPAC as a
critical resource for decision-makers while developing
substantial channels through the media and public
offices.
Challenges
Launching a campaign to overcome the aforementioned
concerns poses several challenges but an opportunity as well.
Overcoming negative stereotypes about the Islamic community
that were already present before the attack and dealing with
increased generalizations about the community is a challenge.
Also, demystifying the religion presents another challenge.
Who are Muslims? What do they believe? It must be explained
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that Muslims span the globe and are not all Arabs just as all
Arabs are not Muslims.
Although the September 11 attacks may have caused some
harassment and hostility towards Arab-Americans and Muslim-
Americans, the events have also "paved the way for the Muslim-
American and Arab-American communities to establish closer
ties with the broader American society."9 Panelists
participating in a discussion sponsored by the State
Department's Foreign Press Center in Washington November 20,
said that in the aftermath of September 11, Arab-Americans and
Muslim-Americans now find many other Americans eager to learn
about their causes, traditions and culture."10
This opportunity should be used to educate the community
further about Islam through various outlets.
9 Deak, Mofid. "Arab-American Scholars Say U.S.-Islam Dialogue
Spurred by September 11 Events"
(http://usinfo.state.qov/usa/islam/all2601.htm), November 26, 2001.
10 Ibid
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Audiences
Establishing relationships with umbrella organizations
such as Los Angeles Unified School District and Los Angeles
Chamber of Commerce can facilitate the message distribution.
These include:
General public
• Students (Middle and High School, College)
• Faith Community
• Business Community
Opinion-makers and opinion leaders
• Hollywood executives and writers
• Political elite
• Representatives of city government
• Local Law Enforcement
• Representatives of the academic community
Professional and special interest organizations
• Trade unions
• Manufacturing associations
• Professional associations and unions
• Chambers of commerce and regional associations
• Non-governmental organizations
In the first part of the information stage the campaign
shall be focused on opinion-makers and opinion leaders than
the broad public.
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Objectives
• Output objectives
o Increase the number of speaking engagements by MPAC
officials on the topic of Islam by 25% in Los
Angeles.
o Increase the number of informational high school
presentations provided by Elev8 (a division of
MPAC) by at least 10% in Los Angeles.
• Outcome objective
o Increased understanding of history, faith, culture
and peoples of Islam among key targets, especially
high school students.
Strategies
• Media Relations
Working with the media is essential in helping to gain
visibility and positive coverage. Establishing relationships
and keeping lines of communication open between the
organization and the media will play an important role. Not
only can it cause an increase in positive stories about the
Muslim community, but it will also provide the media with a
direct reliable source on Islam and Muslims.
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22
• Increased Interfaith Dialogue
It is important not only to establish communication with
organizations of other faiths, but also to continue that
dialogue. By working with members of other faith
communities, an exchange of ideas can occur. Respect and
tolerance can be gained from congregations of various faiths
by introducing them to Islam and Muslims. If steps are taken
to opening doors and eliminating stereotypes through accurate
information, then Islam will cease to be seen as an "alien" or
"foreign" religion by at least the audiences targeted.
• Internet Grassroots Campaign
Through the Internet, a great number of individuals can
be reached with the key messages of the campaign very
inexpensively. It also provides a platform that enables those
who are not being directly targeted to get the messages from
friends, family or co-workers.
• College/School Relations
Contacting Los Angeles area schools and colleges will
aid in developing ties with these institutions. Through
presentations to students and meetings with teachers and
faculty members, a better understanding of Islam and the
Muslim community can be achieved.
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Key Messages
Based on the research collected and analyzed, the key
messages for the campaign should include the following:
1. Islam is a religion that does not condone
violence.
2. Muslims come from diverse backgrounds and
ethnicities.
3. Muslim Americans play positive roles in American
society and contribute in many ways to their
community.
Tactics
Media Relations
« Identify media outlets in the L.A. area and create a
database.
• Identify key reporters, editors, segment producers
and build relationships with them. Religion,
lifestyle and opinion beats will be the major focus.
• Initiate face-to-face briefings between Muslim
speakers and media executives and senior editors.
• Educational media campaigns at the time of Ramadan,
Hajj, and Islamic New Year. Create press materials
detailing the different holidays and explaining what
each means and what celebrations consist of. Kit
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components will be a backgrounder and fact sheet
covering the many diverse customs of Muslims from all
around the world.
• Set up a network of spokespeople to respond to news-
breaking events relating to Islam. This would include
providing a hotline that media can call for
information and also spokespeople that would be
available to comment on the events.
• Provide a steady stream of media advisories about
local Muslim events.
• Create and distribute a press release announcing
MPAC's campaign to improve the perceptions of the
Muslim community which includes the three main
messages (See Key Messages)
• Create and distribute a Public Service Announcement
to local radio and television stations promoting
unity.
• Create an informational packet that would include
FAQ's, myths, facts, and statistics about the Muslim
community. Distribute at special events and mail to
selected targeted audiences.
By performing these activities, the media will begin to
view MPAC as a valuable source on Islam and Muslims. The
local Muslim community benefits by having others gain an
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increased understanding and respect for Islamic teachings and
practices.
Increased Interfaith Dialogue
• Note previous work with organizations of other faiths
and build upon those relationships by coordinating
speaking engagements.
• Conduct a panel discussion featuring speakers from
various faiths to discuss not only Islamic beliefs
and practices, but the beliefs and practices of other
religions as well. The discussion would be held at
the Islamic Center of Southern California in Los
Angeles. The local community would be invited to
attend. The panel also could go on a local
"roadshow" visiting universities, community colleges
and other educational institutions.
• Organize an open house that will target other faith
leaders and their congregations in the community.
Disseminate information about the Islamic faith and
community through Muslim speakers, brochures,
leaflets, video, etc.
Internet Grassroots Campaign
• Design an E-card and send to the members of the local
business community. The card also invites the
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readers to forward the E-card to friends and family
(snowball effect).
o Tell Muslim business leaders who have
Internet access to forward the free E-card to
their clients.
Newsletter
• Produce a newsletter that discusses upcoming events
and contact information. The newsletter can be
distributed at local mosques, churches, synagogues,
as well as to civic organizations.
College/School Relations
Elev8, a division of Muslim Public Affairs Council,
challenges youth of different socio-economic backgrounds to
take a proactive role in promoting community cohesion and
activism
Elev8 organizes presentations to high schools about gang
violence and other issues that effect youth in the community.
After September 11th, this branch of MPAC has taken the
opportunity to educate students about the Muslim community.
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• Promote the Elev8 program
o Create a database of high school contacts in the
L.A. area
o Post information about it on the MPAC website
o Contact Muslim student organizations in the area
for potential volunteers/presenters
o Send out letters to contacts about Elev8 and the
opportunity to speak at the schools
o Distribute informational leaflets at local
mosques as well as colleges and universities
• Traveling Exhibit
o "Collections and Stories of American Muslims,"
sponsored by the Muslim Student Union and Union
Board, is an exhibit that showcases the Muslim
presence in America from the 1680s to around
1975. Gain permission to use this exhibit at
different events and speaking engagements.
Law Enforcement Oufreach
This outreach program would provide law enforcement
officials with face-to-face interaction with the Muslim
community. Identifying Muslim speakers that can articulate
the beliefs and values of the Muslim community and
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coordinating meetings with law enforcement officials would
accomplish this.
This is a powerful tool for dispelling stereotypes and
making what seem to be foreign practices more familiar. In
providing accurate information about Muslims, law enforcement
officials learn to differentiate between "real" and
"perceived" threats.
The local Muslim community benefits by improved law
enforcement services that respond immediately and do not
stereotype them. This is especially important in situations of
crisis, when Muslims may become targets of hate violence.
Building relationships between the local Muslim community and
local law enforcement agencies has positive outcomes for both
sides involved.
Evaluation
Primary research pre and post events (presentations at
schools, churches, etc.) will be conducted. This research
will be used to measure whether the stated objectives of the
public relations campaign have been achieved.
Evaluation Tactics
• Implement an exit poll after each speaking engagement
and at school presentations to measure whether the key
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
29
messages were communicated. This will be conducted by
distributing evaluation cards at the events.
• Event attendance in this case will also be used to
evaluate success. Who attended the events is also an
important factor to note. It should be determined if
individuals identified as part of the key audiences were
present at the various events.
• Analysis of media coverage should be conducted. This
would include stories in newspapers, magazines, radio
and television. Has the coverage of Muslims and Islamic
topics improved, stayed the same or taken a negative
turn?
• A media audit of editors, reporters and others should be
taken to determine if there has been a change in their
perceptions of the Muslim community. They can also
provide insight on if the campaign has helped in
changing previous perceptions and its affects, if any,
on the coverage of Islam and Muslims.
• An audit of the various audience segments through
surveys and focus groups should be taken three to six
months after the campaign. This will assist in
determining whether the key messages were communicated
and if they were exposed to media coverage gained
through the campaign.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
30
The goal of the evaluation process is to ensure that the
percentage growth specifically outlined in the outcome
objectives section remains consistent.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
SELECTED BIBLIOGRAPHY
31
Blank, Jonah. "The Muslim Mainstream." U.S. News & World
Report, July 20, 1998.
Connell, R., & Reza, H.G. "Sometimes-Hostile Scrutiny
Difficult for San Diego's Muslim Community." Los Angeles
Times, October 5, 2001.
Deak, Mofid. "Arab-American Scholars Say U.S.-Islam Dialogue
Spurred by September 11 Events."
http://usinfo.state.gov/usa/islam/all2601.htm. November
26, 2001.
Hasan, Asma Gull. American Muslims: A New Generation.
New York: The Continuum International Publishing Group,
2000. p91.
INTERVIEWS
Bukhari, Zahid, director and co-principle investigator,
Muslims in the American Public Square.
Interviewed by phone, January 15, 2002.
Abdullah, Aslam, editor, Muslim Public Affairs Council
mag'hzine.
Interviewed by phone, January 17, 2002
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.

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Asset Metadata

Creator Elsumeri, Dolla (author)

Core Title Improving perceptions of the Muslim community in Los Angeles

School Graduate School

Degree Master of Arts

Degree Program Strategic Public Relations

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag anthropology, cultural,journalism,OAI-PMH Harvest,sociology, ethnic and racial studies

Language English

Contributor Digitized by ProQuest (provenance)

Advisor Floto, Jennifer (committee chair), [illegible] (committee member)

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c16-304349

Unique identifier UC11336757

Identifier 1416549.pdf (filename),usctheses-c16-304349 (legacy record id)

Legacy Identifier 1416549.pdf

Dmrecord 304349

Document Type Thesis

Rights Elsumeri, Dolla

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the au...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus, Los Angeles, California 90089, USA