Strategic Communications of the Muslim Brotherhood in Egypt

Abstract

As the oldest and largest religious political organization and a political opposition, the Muslim Brotherhood has long been active in the Egyptian political arena. The eruption of the ‘January 25th Revolution’ in 2011 enabled the Muslim Brotherhood to successfully move from behind the scenes to the stage, and the Freedom and Justice Party under the Muslim Brotherhood was highlighted in Egyptian politics and succeed in the administration of the Egyptian regime. The successful development model of the Muslim Brotherhood is closely related to its strategic communication tactics. This article explores the various strategic communication tactics of the Muslim Brotherhood targeting the internal public, the international community and the stakeholders, including vertical word-of-mouth strategic communications, joint organization strategic communications and social media strategic communications. After the ‘January 25th Revolution’, the Muslim Brotherhood began to adjust to the previous strategic communications, focusing on accelerating the Islamization of the Egyptian legal system, government departments and official media, and new strategic communications have trapped it into a difficult position and it has been faced with more hurdles.