Religious communication as a mass communication:a case study of effective Da\u27wah in the contemporary society

Religion has continued to be a very important aspect of human life from the very beginning of time. It has equally continued all through the ages to influence the forms of people life in their respective communities. It is a major determinant of their culture as ivell as their norms and values, indeed, their worldview. If there are issues held so dare by people to their heart, religion is therefore one of those things. According to Islam, about 124,000 Prophets and apostles/messengers were sent by Allah (God) to communicate His will to people. What is religious communication? What kinds of its forms and configurations? What purpose is it meant to serve? What do we mean by da \u27wah and what are the principles and factors of effective da \u27wah particularly as relates to modern time and contemporary society? In what follows hereunder, attempt is made to proffer answers to the above questions. Analytical survey of data collected through the media of interview, focus group discussion and review of library collections are made and conclusion is drawn from the findings availed by the study. The findings show that there shall continue to be imbalance and misplacement of priority as long as man fails to recognize the fact that just as he needs food and water for his physical development and growth, he equally stand in need of al-hidayah (Divine Guidance ofAllah) for his spiritual development and growth as well. For injustice, oppression and suppression, adultery and fornication, anarchy and chaos, ignorance and superstition, internecine warfare, animism and barbarism, dissoluteness and wanton conviviality shall continue to be the order of the day if he neglects this all-important communications