ISSN: 2222-6990
Open access
This study examines the role of da‘wah (Islamic outreach) institutions in shaping the mental image of Islam, with particular emphasis on the Qatar Guest Center as an applied model of institutional da‘wah. It proceeds from the premise that mental image is a decisive factor in shaping individuals’ attitudes and behaviors, and that such images are influenced by multiple sources, most notably media representations and personal experiences. The study conceptualizes institutional da‘wah as an organized activity grounded in strategic planning and the use of modern communication tools, aimed at presenting Islam in a balanced manner and correcting misconceptions. It further highlights the close relationship between da‘wah and mental image formation, demonstrating how outreach efforts influence cognitive, affective, and behavioral dimensions. The paper underscores the role of the Qatar Guest Center through its diverse programs, including multilingual lectures, interactive activities, and digital content, all of which contribute to enhancing accurate understanding of Islam and fostering positive impressions among diverse audiences. The findings indicate that the Center has effectively utilized modern communication tools to reach a broad audience, despite challenges such as negative stereotypes, cultural diversity, and limited resources. The study concludes that enhancing digital content, strengthening partnerships, and developing human capital constitute strategic approaches to improving the effectiveness of institutional da‘wah and achieving sustainable impact in shaping a positive global image of Islam.
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