Reaching out to the Pilgrims with Public Service Messages: a la CIT
Osman Gazzaz[1]
Fazal Rahim Khan
ABSTRACT
The present paper outlines a theory-driven communication strategy of reaching out to the Hajj & Omrah pilgrims with public service messages. Defining the Hajj pilgrims from across the Muslim world as peculiar geo-ethnic communities of sojourner pilgrims that are hard to reach through traditional mass media, the paper argues that communication infrastructure theory (CIT) of Ball-Rokeach and her colleagues provides necessary theoretical wisdom to tease out conceptual outlines of a reach strategy for the pilgrims.