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Sunday, July 24, 2011

relation




Human Relations

Human Relations is an international peer reviewed journal, which publishes the highest quality original research to advance our understanding of social relationships at and around work through theoretical development and empirical investigation. Human Relations seeks high quality research papers that extend our knowledge of social relationships at work and organizational forms, practices and processes that affect the nature, structure and conditions of work and work organizations. The journal welcomes manuscripts that seek to cross disciplinary boundaries in order to develop new perspectives and insights into social relationships and relationships between people and organizations.

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Saturday, July 23, 2011

pr public relations

Public Relations (PR)

      Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events.
    Let's talk a little bit about the Public Relations (PR) function and how it should be a critical element in your marketing plan. We will also take a look at a few examples. What is Public Relations? Public Relations, or PR, is the overall term for marketing activities that raise the public's consciousness about a product, service, individual or issue. In short, PR is the management of a company's public image that helps the public understand the company and its products. Public relations is most effective when it is viewed as a strategic management function supporting the business goals of the organization. PR can use all the same communications tools as in other areas of marketing. A healthy public relations strategy must permeate all aspects of the business. The PR mechanism itself exists in all organizations--whether formally managed or not. Every communication to the outside world (and even the world inside your organization!) creates an impression, causes an emotional reaction, or makes a statement about who you are and what values you hold dear. Managing those impressions, reactions, and statements should be taken seriously by operating within a carefully planned, executed, and measured PR strategy. As the Marketing Plan comes from the Business Plan, so must a Public Relations Plan come from a strong Marketing Plan. Your Public Relations program should be planned, executed carefully, and measured to ensure success. Publicity: An important part of PR




    Feature articles with brief bio at the end establish the credibility of the author as a professional and promote the business.
    When you write a feature article, make sure the content matches the editorial slant of the publication and custom-tailor the article to the publication's readership. Also, never submit an article to more than one industry publication at a time. Most publications require exclusive material and if the article manages to get published by more than one competitive publication, you have probably just burned bridges with the editors of those publications. Sometimes, however, publications will allow you to retain the copyrights to the article and will print the article on a "one time reprint rights" basis which would then allow you to submit it to other publications on the same terms. Make sure you know the rules of the publication first and ask for the Author's Guidelines before you begin. Article published in a trade journal

    An article written and submitted to a trade journal which subsequently published it. Most times you will be able to have a short biography or contact information section at the end of the article. This is a useful tool that can act as a "miniature advertisement". Be known as an information resource within your industry Once you start to become known as a subject expert and a source for industry information, authors may choose to interview you for story background or even feature your company or your products by writing their own editorial about you. In such cases, authors or editors will contact you and ask you to provide information or background for the article. Getting mentioned or being quoted in a major industry article can be a great boost for you and your business. It is highly desirable for editors and authors to contact you to get information for articles they are writing and when they do, it is a sure sign that your PR campaign is effective. In these cases it is important to work with the editor to provide as much accurate information as possible. Next FOR MORE PLEASE VISIT GOOGLE

Direct Marketing
    Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting or enduring customer relationships.
Direct marketing usually is carried out through telephone (telemarketing and telesales), direct mail (brochures, catalogs, flyers), direct-response broadcast advertising (television & radio), online computer shopping, and cable television infomercials and home shopping networks.
There are many benefits of direct marketing--both to buyers and sellers.
Customers enjoy the convenience of direct marketing as they do not have to battle traffic, find a parking space, or shop through stores. Often they can simply order from a catalog using the telephone or while shopping online and never even have to leave their home as good are shipped directly to their doors. Buying through direct marketing channels is also private and easy and does not have to involve a face-to-face interaction with a salesperson (being a sales and marketing professional myself, I find it hard to believe...but many people do not place a high value on dealing with sales people). Direct marketing can also offer a wider selection of products while making comparison shopping easier with greater access to alternative or competing products. Finally, direct marketing is immediate and good can be purchased immediately in the exact desired configuration. In short, direct marketing can be fun, save time, offer a broader selection, allow comparison shopping, and allow the individual to direct-order customized products.
Sellers also enjoy many benefits of direct marketing. It is a great tool in customer relationship building as it provides direct communication with customers. Direct marketers can also gather a great deal of information about their customers that not only enables them to provide addition value through new products and services, but it also allows them to more precisely target who likely customers are. Direct marketing also can reduce costs (minimize overhead of retail space, utilities, etc.) while increasing the speed and efficiency of the operation. In short, direct marketing allows sellers to customize offerings, create ongoing relationships directly with customers, preserve privacy, and constantly adjusted to improve response rates.

Some examples of direct marketing

Television Infomercial
Direct Response Television Advertising:
Those "dreaded" infomercials on television have proven to be effective and consumers have been receptive to them. Infomercials are a 125 billion dollar industry in which nearly two thirds of Americans 16 and older will have seen a direct response television ad (2002 data), translating to 136.2 million viewers. One in four American viewers says they have purchased an infomercial product, most often by calling a 1-800 number to order. Sales have more than doubled in the last five years. A successful infomercial product can generate more than 40 million dollars in sales in just three months. Retail sales generally come soon after, and on the average, are 4 to 8 times greater than television sales.


Catalog Marketing:
Catalogs save time, appeal to those who are fearful of shopping due to crime rates, offer convenience, allow leisurely decisions, offer privacy, often offer toll-free telephone numbers to place orders, and allow comparison of quality and price.

Branding
No discussion of marketing is complete without at least some discussion of branding.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
Successful branding efforts build strategic awareness where people not only recognize your brand, but they also understand the distinctive qualities that make it better than the competition. Branding is more important today than ever due to ever-increasing advertising clutter, media fragmentation, the commoditization of products, and the seemingly limitless choices we are offered in just about every product category. As marketers, we need to work hard to ensure that we are offering our customers strong brands that are clearly differentiated and that offer clear, real value and unique benefits. The need for branding has never been greater.
Here are just a few benefits you will enjoy when you create a strong brand:
  • A strong brand influences the buying decision and shapes the ownership experience.
  • Branding creates trust and an emotional attachment to your product or company. This attachment then causes your market to make decisions based, at least in part, upon emotion-- not necessarily just for logical or intellectual reasons.
  • A strong brand can command a premium price and maximize the number of units that can be sold at that premium.
  • Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually indistinguishable, a strong brand will help your customers trust you and create a set of expectations about your products without even knowing the specifics of product features.
  • Branding will help you "fence off" your customers from the competition and protect your market share while building mind share. Once you have mind share, you customers will automatically think of you first when they think of your product category.
  • A strong brand can make actual product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of your company. A strong brand helps you sell value and the intangibles that surround your products.
  • A strong brand signals that you want to build customer loyalty, not just sell product. A strong branding campaign will also signal that you are serious about marketing and that you intend to be around for a while. A brand impresses your firm's identity upon potential customers, not necessarily to capture an immediate sale but rather to build a lasting impression of you and your products.
  • Branding builds name recognition for your company or product.
  • A brand will help you articulate your company's values and explain why you are competing in your market.
Personal Branding & Career Development
Personal Branding/Career Development
So you have a pretty good understanding of how you are going to market your products and services by now, right?
Let me ask you a question.
What are you doing to market yourself?
I have a deep interest in personal & professional development. I venture to guess you could get more satisfaction from your career and your personal life than you are getting right now. I also believe that many organizations could benefit more from their people by simply taking more of an interest in employee professional development.
Your most important customers are your employees
Businesses should invest in employee skill development, job satisfaction, and morale while investing resources into customer satisfaction. A study by Industry Week that defined the 100 Best Managed Companies shows those companies invest more than their competitors in employee training and benefit plans.
Involve your employees in your business. Provide them with clear goals and an understanding of their roles. Empower them by giving them the training and autonomy to perform their tasks. Reward them with recognition other than just cash. Treat your employees the way you want them to treat your customers. Loyal, involved, long-term employees discover and learn new ways to cut costs and improve quality which in turn enriches the customer value proposition.
Marketing, branding and...career management. Huh?
Continuing to develop both personally and professionally should be approached in a similar fashion to any sales and marketing campaign. If you are a professional marketer and you are unhappy with the current state of your career, shame on you! Create a plan starting today that will enable you to successfully market yourself and advance your career. This can be done both inside and outside your organization.
There are many similarities between marketing and career management. Good career strategy also involves a personal branding effort.
Much as marketing professionals study their markets, evaluate the products or services they offer and then design marketing campaigns, so too should all professionals examine the product and market of their careers.
Personal marketing campaign
Career management begins by designing a "personal marketing campaign". A personal marketing campaign is a career strategy whereby strengths and weaknesses are identified and then tactics are devised to communicate those strengths to effectively sell the product--the person, are steps are taken to overcome weaknesses-professional development.
In a traditional marketing campaign, a marketing plan is thoughtfully designed and carefully implemented. Benchmarks are defined, measurements are taken along the way and results measured before, during and after the campaign. Only then can one evaluate whether or not their plan is working.
Personal branding and personal marketing involve the processes of bringing clarity to your core purpose, your unique attributes, expertise or perspective and then communicating those consistently to a clearly defined market who will benefit from the unique value you offer. Career benchmarks are defined and measurements taken at pre-defined intervals. Only then can the professional track if their career is progressing according to plan.
Career management is nothing more and nothing less than marketing yourself by fully understanding your unique value and fully understanding who can benefit from that value and then delivering it to them.
Identify your strengths, design a career plan, understand the market for your skills and abilities, and endeavor to continuously develop both personally and professionally. Find ways to help others achieve their dreams and goals by applying your knowledge, skills, and abilities and you'll see your own dreams start to come true.
Never stop expanding your professional horizons.

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public relation

 What is Public Relations?
The main goal of a public relations department is to enhance a company’s reputation. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector.
The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public are the buyers of the product and the media are responsible for selling it.
Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works. Within a company, public relations can also come under the title of public information or customer relations. These departments assist customers if they have any problems with the company. They are usually the most helpful departments, as they exist to show the company at their best.
PR also helps the company to achieve its full potential. They provide feedback to the company from the public. This usually takes the form of research regarding what areas the public is most happy and unhappy with.










People often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a bad situation to the company’s advantage. It is true that part of the purpose of public relations is to show the company in a positive light no matter what. There are certain PR experts that a company can turn to for this particular skill.
The public often think of PR as a glamorous job. Public relations people seem to have been tarred with the image of constant partying and networking to find new contacts. The reality is usually long hours and hard work for anyone involved in public relations.
There are certain skills necessary to work in the world of PR. These include a very high level of communication skills, written and verbal. The PR person must also be very adept at multitasking and time management. He or she may also have some form of media background or training in order to understand how the media and advertising work. Organizational and planning skills are also important in public relations.
The PR worker must also be able to cope very well under pressure. He or she must have the ability to cope with a barrage of questions from the media and the public. If a company comes under critical attack, it is the PR department who must take control of the situation. They must effectively answer the criticism and turn it around in order to protect the company’s reputation.
A public relations worker usually has some form of relevant college qualification. Competition for jobs in PR is fierce. A talented public relations person has the opportunity to work up from a junior account executive to an account director in around five years. This is not a nine to five job; the hours are long and can be stressful. However, for successful PR workers, the pay is good and the perks may be even better.

Wednesday, June 22, 2011

The Islamic Concept of Life

The Islamic Concept of Life
by Abul Ala Maududi
The chief characteristic of Islam is that it makes no distinction between the spiritual and the secular in life. Its aim is to shape both individual lives as well as society as a whole in ways that will ensure that the Kingdom of Allah may really be established on earth and that peace, contentment and well-being may fill the world. The Islamic way of life is thus based on a unique concept of man’s place in the universe. That is why it is necessary that, before we discuss the moral, social, political and economic systems of Islam, we should have a clear idea of what that concept is.
1. Allah, who is the Creator, the Ruler and the Lord of the universe, has created man and provided him with a temporary home in that part of His vast kingdom which is the earth. He has endowed man with the faculties of thinking and understanding, and has given him the power to distinguish right from wrong. Man has also been invested with free will and the power to use the resources of the world however he likes. That is, man has a measure of autonomy, while being at the same time Allah’s representative on earth.
2. Before assigning to man this vicegerency (Khilafat), Allah made it clear to him that He alone as the Lord, the Ruler and the Deity. As such, the entire universe and all the creatures in it (including man) should submit to Him alone. Man must not think himself totally free and must realise that this earth is not his permanent abode. He has been created to live on it only for a probationary period and, in due course, he will return to his Lord, to be judged according to the way he has spent that period. The only right course for man is to acknowledge Allah as the only Lord, the Sustainer and the Deity, and to follow His guidance and His commands in all he does. His sole objective should be to merit the approval of Allah.
If man follows a course of righteousness and godliness (which he is free to choose and follow) he will be rewarded in this world and the next: in this world he will live a life of peace and contentment, and in the Hereafter he will qualify for the heaven of eternal bliss, al-Jannah. If he chooses to follow the course of godlessness and evil (which he is equally free to choose and follow), his life will be one of corruption and frustration in this world, and in the life to come he will face the prospect of that abode of pain and misery which is called Hell.
3. After making this position clear, Allah set man on earth and provided the very first human beings (Adam and Eve) with guidance as to how they were to live. Thus man’s life on this earth did not start in utter darkness. >From the beginning a bright torch of light was provided so that humanity could fulfill its glorious destiny. The very first man received revealed knowledge from Allah Himself, and was told the correct way to live. This code of life was Islam, the attitude of complete submission to Allah, the Creator of man and the whole universe. It was this religion which Adam, the first man, passed down to posterity.
But later generations gradually drifted away from the right path. Either they lost the original teachings through negligence or they deliberately adulterated and distorted them. They associated Allah with innumerable human beings, material objects and imaginary gods. Shirk (polytheism) became widespread. They mixed up the teachings of Allah with myths and strange philosophies and thus produced a jumble of religions and cults; and they discarded the God-given principles of personal and social morality, the Shari‘ah.
4. Although man departed from the path of truth, disregarded or distorted the Shari‘ah or even rejected the code of Divine guidance, Allah did not destroy them or force them to take the right course. Forced morality was not in keeping with the autonomy He had given to man. Instead, God appointed certain good people from among the human society itself to guide men to the right path. These men believed in Allah, and lived a life of obedience to Him. He honoured them by His revelations, giving them the knowledge of reality. Known as prophets, blessings and peace be on all of them, they were assigned the task of spreading Allah’s message among men.
5. Many thousands of these prophets were raised throughout the ages, in all lands and in all nations. All of them brought the same message, all of them advocated the same way of life, (din), that is, the way which was revealed to man on the first day of his existence. All of them had the same mission: they called men to Islam ¾ to submit to Allah alone, asked those who accepted the Divine law, and for putting an end to all deviations from the true path. Many people, however, refused to accept their guidance and many of those who did accept it gradually drifted away from their initial commitment.

6. Lastly, Allah raised the Prophet Muhammad, blessings and peace be on him, in Arabia to complete the mission of the earlier prophets. The message of Muhammad, blessings and peace be on him, was for the whole of mankind. He presented anew the teachings of Islam in their pristine form and provided humanity once again with the Divine guidance which had been largely lost. He organised all those who accepted his message into one community (Ummah), charged with living in accordance with the teachings of Islam, with calling humanity to the path of righteousness and with establishing the supremacy of the world of Allah on earth. This guidance is enshrined in the Holy Qur’an.
The Qur’an deals in many passages with man’s relationship to Allah and the concept of life which naturally follows from that relationship. Its message is epitomised in the following verse:
Verily Allah hath bought of the Believers their lives and their properties for the price that theirs shall be the Paradise: so they fight in the way of Allah and slay and are slain. It (i.e. the promise of Paradise) is a covenant which is binding on Him in the Torah and the Injil and the Qur’an. And who is more faithful unto his covenant than Allah? Rejoice then in your bargain that ye have made, for that is the supreme triumph. (al-Tawbah 9: 111)
In the above verse the nature of the relationship which comes into existence between man and Allah because of Man (the belief, trust and faith in Allah) is called a ‘bargain’. This means that Man in Allah is not a mere metaphysical concept; it is in the nature of a contract by which man barters his life and his possessions in exchange for the promise of Paradise in the Hereafter. God as it were, purchases a Believer’s life and property and promises, in return, the reward of Paradise in the life after death. This concept of a bargain and a covenant has important implications, and needs to be clearly understood.
Everything in this world belongs to Allah. As such, man’s life and wealth, which are part of this world, also belong to Him, because He has created them and has entrusted them to every man for his use. Looked at from this angle, the question of ‘selling’ or ‘buying’ may not seem to arise at all; Allah does not need to buy what is already His and man cannot sell what is not really his.
But there is one thing which has been conferred on man, and which now belongs fully to him, and that is free will which gives him freedom to choose between following or not following the path of Allah. This freedom of will and choice does not automatically make man the real owner of all the power and resources over which he has command, nor does it give him the right to use them just as he likes. Yet, because of this free will, he may, if he likes, consider himself free of all obligations to the Lord and independent of any higher authority. It is here that the question of bargain arises.
This bargain thus does not mean that Allah is purchasing something which belongs to man. Its real nature is this: all creation belongs to Allah but He bestowed certain things on man to be used by him on trust. Allah wants man to willingly and voluntarily acknowledge this. A person who voluntarily renounces his freedom to reject Allah’s supremacy and instead acknowledges His sovereignty, and, in so doing, ‘sells’ his ‘autonomy’ (which, too, is a gift from Allah) to Allah, will get in return Allah’s promise of eternal bliss in Paradise. A person who makes such a bargain is a Mu’min (Believer) and Man (faith) is the Islamic name for this contract; a person who chooses not to enter into this contract, or who, after making such a contract, does not keep to it, is a Kafir. The avoidance or abrogation of the contract is technically known as Kufr.
Such is the nature of the contract. Now let us briefly study its various aspects and stipulations.
1. Allah has set us to account for ourselves in two areas:
(a) He has left man free, but nonetheless wishes to see whether he will remain honest and loyal to Him, or whether he will rebel against his own Creator, whether he will behave nobly or start ‘playing such fantastic tricks as make the angels weep’.
(b) He wants to see whether man is prepared to have enough trust in Allah to offer his life and wealth in return for a promise about the next world.
2. It is a principle of Islamic law that Man consists in adherence to a certain set of doctrines and anyone who accepts those doctrines becomes a Mu’min. No one has the right to call such a man a disbeliever or drive him from the fold of Ummah, unless there is clear proof that faith has been abandoned. This is the legal position. But in the eyes of the Lord, Man is only valid when it entails complete surrender of one’s will and freedom of choice to the will of Allah. It is a state of thought and action, coming from the heart, wherein man submits himself fully to Allah, renouncing all claim to his own supremacy.
A man may recite the Kalimah, accept the contract and even offer Prayers and perform other acts of worship, but if in his heart he regards himself as the owner and the master of his physical and mental powers and of his moral and material resources, then, however much the people may look upon him as a Mu’min, in the eyes of Allah he will be a disbeliever. He will not really have entered into the bargain which the Qur’an says is the essence of Man. If a man does not use his powers and resources in the way Allah has prescribed for him, using them instead in pursuits which Allah has forbidden, it is clear that either he has not pledged his life and property to Allah, or has nullified that pledge by his conduct.
3. This aspect of Man makes the Islamic way of life the very opposite of that of the non-Muslim. A Muslim, who has real faith in Allah, makes his entire life one of obedience and surrender to His will. He never behaves arrogantly or selfishly or as if he were master of his own destiny, save in moments of forgetfulness. And as soon as he becomes conscious of such a lapse, he will submit himself to his Lord and ask forgiveness for his error.
Similarly, a group of people or a society which consists of true Muslims can never break away from the Law of their Lord. Its political order, its social organisations, its culture, its economic policy, its legal system and its international strategy must all be in tune with the code of guidance revealed by Allah. Any unwitting contraventions must be corrected as soon as they are realised.
It is disbelievers who feel free from Allah’s guidance and behave as if they were their own master. Anyone who behaves like this, even though he may bear a name similar to that of a Muslim, is treading the path of the disbelievers.
4. The will of Allah, which it is obligatory for man to follow, is the one which Allah Himself has revealed for man’s guidance. It cannot be determined by man himself. Allah has Himself explained it clearly and there is no ambiguity about it. Therefore, if a society sticks honestly to its contract with Allah, it must shape its life in accordance with the Book of Allah and the Sunnah of the Prophet, blessings and peace be on him.
It is clear from the foregoing discussion why the payment of the ‘price’ has been postponed till the life after death. Paradise is not the reward for the mere profession of the bargain, it is the reward for the faithful execution of it. Unless the behaviour of the ‘vendor’ complies with the terms of the contract he will not be entitled to the reward. The final act of the ‘sale’ can only be concluded after the last moment of the vendor’s earthly life.
There is another significant point which emerges from the study of the verse quoted above when it is read in its context in the Qur’an. In the verses preceding it, reference is made to the people who professed Iman and promised a life of obedience, but who, when the hour of trial came, proved unequal to the task. Some neglected the call of the hour and betrayed the cause. Others refused to sacrifice their lives and riches in the cause of Allah. The Qur’an, after criticising their insincerity, makes it clear that Man is a contract, a form of pledge between man and Allah. It does not consist in a mere profession of belief in Allah. It is an acknowledgment of the fact that Allah alone is our Lord, Sovereign and Ruler and that everything that man has, including his own life, belongs to Him and must be used in accordance with His directives. If a Muslim adopts a different course, he is insincere in his profession of faith. Only those who have really sold their lives and all that they possess to Allah and who follow His dictates in all spheres of activity can be called true Believers.
In Islam, man’s entire individual and social life is an exercise in developing and strengthening his relationship with Allah. Man, the starting point of our religion, consists in the acceptance of this relationship by man’s intellect and will; Islam means submission to the will of Allah in all aspects of life. The Islamic code of conduct is known as the Shari‘ah. Its sources are the Qur’an and the Sunnah of the Prophet, blessings and peace be on him.
The final Book of Allah and His final Messenger stand today as the repositories of this truth. Everyone who agrees that the concept of Reality stated by the Prophet, and the Holy Book is true, should step forward and surrender himself to the will of Allah. It is this submission which is called Islam, the result of Man in actual life. And those who of their own freewill accept Allah as their Sovereign, surrender to His Divine will and undertake to regulate their lives in accordance with His commandments, are called Muslims.
All those persons who thus surrender themselves are welded into a community and that is how the ‘Muslim society’ comes into being. It is an ideological society, radically different from those which are founded on the basis of race, colour or territory. It is the result of a deliberate choice, the outcome of a ‘contract’ which takes place between human beings and their Creator. Those who enter into this contract undertake to recognise Allah as their Sovereign, His guidance as supreme and His injunctions as absolute Law. They also undertake to accept, without question, His word as to what is good or evil, right or wrong, permissible or prohibited. In short, freedoms of the Islamic society are limited by the commandments of the Omniscient Allah. In other words, it is Allah and not man whose will is the primary source of Law in a Muslim society.
When such a society comes into existence, the Book and the Messenger prescribe for it a code of life called the Shari‘ah and this society is bound to conform to it by virtue of the contract is has entered into. It is, therefore, inconceivable that a real Muslim society can deliberately adopt any other system of life than that based on the Shari‘ah. If it does so, its contract is ipso facto broken and it becomes ‘un-Islamic’.
But we must clearly distinguish between the everyday sins of the individual and a deliberate revolt against the Shari‘ah. The former may not mean a breaking up of the contract, while the latter most certainly would. The point that should be clearly understood is that if an Islamic society consciously resolves not to accept the Shari‘ah, and decides to enact its own constitution and laws or borrows them from any other source in disregard of the Shari‘ah, such a society breaks its contract with Allah and forfeits its right to be called ‘Islamic’..
The main objectives of the Shari‘ah are to ensure that human life is based on ma’rufat (good) and to cleanse it of munkarat (evils). The term ma’rufat denotes all the qualities that have always been accepted as ‘good’ by the human conscience. Conversely, the world munkarat denotes all those qualities that have always been condemned by human nature as ‘evil’. In short, the ma’rufat are in harmony with human nature and the munkarat are against nature. The Shari‘ah gives precise definitions of ma’rufat and munkarat, clearly indicating the standards of goodness for which individuals and society should aspire.
It does not, however, limit itself to an inventory of good and evil deeds; rather, it lays down an entire scheme of life whose aim is to make sure that good flourishes and evils do not destroy or harm human life.
To achieve this, the Shari‘ah has embraced in its scheme everything that encourages the growth of good and has recommended ways to remove obstacles that might prevent this growth. This process gives rise to a subsidiary series of ma’rufat consisting of ways of initiating and nurturing the good, and yet another set of ma’rufat consisting of prohibitions in relation to those things which act as impediments to good. Similarly, there is a subsidiary list of munkarat which might initiate or allow the growth of evil.
The Shari‘ah shapes Islamic society in a way conducive to the unfettered growth of good, righteousness and truth in every sphere of human activity. At the same time it removes all the impediments along the path of goodness. And it attempts to eradicate corruption from its social scheme by prohibiting evil, by removing the causes of its appearance and growth, by closing the inlets through which it creeps into a society and by adopting deterrent measures to check its occurrence.
The Shari‘ah divides ma’rfat into three categories: the mandatory (fard and wajib), the recommendatory (mandub) and the permissible (mubah).
The observance of the mandatory is obligatory on a Muslim society and the Shari‘ah has given clear and binding directions about this. The recommendatory ma’rufat are those which the Shari‘ah expects a Muslim society to observe and practise. Some of them have been very clearly demanded of us while others have been recommended by implication and inference from the sayings of the Prophet, blessings and peace be on him. Besides this, special arrangements have been made for the growth and encouragement of some of them in the scheme of life advocated by the Shari‘ah. Others again have simply been recommended by the Shari‘ah, leaving it to the society or to its more virtuous elements to look to promote them.
This leaves us with the permissible ma’rufat. Strictly speaking, according to the Shari‘ah everything which has not been expressly prohibited is a permissible ma’ruf. Consequently, the sphere of permissible ma’rufat is very wide, so much so that except for the things specifically prohibited by the Shari‘ah everything is permissible for a Muslim. And in this vast sphere we have been given freedom to legislate according to our own discretion to suit the requirements of our "time and its dictates."
The munkarat (the things prohibited in Islam) have been grouped into two categories: things which have been prohibited absolutely (haram), and things which are simply undesirable (makruh).
Muslims have been enjoined by clear and mandatory injunctions to refrain totally from everything that has been declared haram. As for the makruh, the Shari‘ah signifies its disapproval either expressly or by implication, giving an indication also as to the extent of such disapproval. For example, there are some makruh things bordering on haram, while others are closer to acts which are permissible. Moreover, in some cases, explicit measures have been prescribed by the Shari‘ah for the prevention of makruh things, while in others such measures have been left to the discretion of the society or individual.
The Shari‘ah thus prescribes directives for the regulation of our individual as well as collective lives. These directives affect such varied subjects as religious rituals, personal character, morals, habits, family relationships, social and economic affairs, administration, the rights and duties of citizens, the judicial system, the laws of war and peace and international relations. They tell us what is good and bad; what is beneficial and useful and what is injurious and harmful; what are the virtues which we have to cultivate and encourage and what are the evils which we have to suppress and guard against; what is the sphere of our voluntary, personal and social action and what are its limits; and, finally, what methods we can adopt to establish a dynamic order of society and what methods we should avoid. The Shari‘ah is a complete way of life and an all-embracing social order.
Another remarkable feature of the Shari‘ah is that it is an organic whole. The entire way of life propounded by Islam is animated by the same spirit and hence any arbitrary division of the scheme is bound to affect the spirit as well as the structure of the Islamic order. In this respect, it might be compared to the human body. A leg separated from the body cannot be called one-eighth or one-sixth man, because after its separation from the body the leg cannot perform its function. Nor can it be placed in the body of some other animal with the aim of making it human to the extent of that limb. Likewise, we cannot form a correct judgment about the utility, efficiency and beauty of the hand, the eye or the nose of a human being outside the context of their place and function within the living body.
The same can be said about the scheme of life envisaged by the Shari‘ah. Islam signifies a complete way of life which cannot be split up into separate parts. Consequently, it is neither appropriate to consider the different parts of the Shari‘ah in isolation, nor to take any particular part and bracket it with any other ‘ism’. The Shari‘ah can function smoothly only if one’s whole life is lived in accordance with it.

Social System of Islam

Social System of Islam
by Abul Ala Maududi
     The foundations of the social system of Islam, rest on the belief that all human beings are equal and constitute one single fraternity.
This is a new and revised translation of a talk given by the author on Radio Pakistan, Lahore, on 10th February, 1948.
Allah created a human couple to herald the beginning of the life of mankind on earth, and everybody living in the world today originates from this couple. The progeny of this couple were initially a single group with one religion and the same language. But as their numbers gradually increased, they spread all over the earth and, as a natural result of their diversification and growth, were divided into various tribes and nationalities. They came to speak different languages; their models of dress varied; and their ways of living also differed widely. climates and environments affected their color and physical features. All these differences exist in the world of reality and Islam does not seek to ignore them. But it disapproves of the prejudices which have arisen among mankind because of these differences in race, color, language and nationality. Islam makes clear to all men that they have come from the same parents and are therefore brothers and equal as human beings. Allah created a human couple to herald the beginning of the life of mankind on earth, and everybody living in the world today originates from this couple. The progeny of this couple were initially a single group with one religion and the same language. But as their numbers gradually increased, they spread all over the earth and, as a natural result of their diversification and growth, were divided into various tribes and nationalities. They came to speak different languages; their models of dress varied; and their ways of living also differed widely. climates and environments affected their color and physical features. All these differences exist in the world of reality and Islam does not seek to ignore them. But it disapproves of the prejudices which have arisen among mankind because of these differences in race, color, language and nationality. Islam makes clear to all men that they have come from the same parents and are therefore brothers and equal as human beings. Allah created a human couple to herald the beginning of the life of mankind on earth, and everybody living in the world today originates from this couple. The progeny of this couple were initially a single group with one religion and the same language. But as their numbers gradually increased, they spread all over the earth and, as a natural result of their diversification and growth, were divided into various tribes and nationalities. They came to speak different languages; their models of dress varied; and their ways of living also differed widely. climates and environments affected their color and physical features. All these differences exist in the world of reality and Islam does not seek to ignore them. But it disapproves of the prejudices which have arisen among mankind because of these differences in race, color, language and nationality. Islam makes clear to all men that they have come from the same parents and are therefore brothers and equal as human beings.
Islam says that if there is any real difference between man and man it cannot be one of race, color, country or language, but of ideas, beliefs and principles. Two children of the same mother, though they may be equal from the point of view of a common ancestry, will have to go their different ways in life if their beliefs and moral conduct differ. On the contrary, two people, one in the East and the other in the West, even though geographically and outwardly separated by vast distances, will tread the same path in life if they share the same code of moral behavior. On the basis of this fundamental tenet, Islam seeks to build a principled and ideological society very different from the racial, nationalistic and parochial societies existing in the world today.
The basis of co-operative effort among men in such a society is not the place of one’s birth but a creed and a moral principle. Anyone, if he believes in Allah as his Master and Lord and accepts the guidance of the Prophets as the law of his life, can join this community, whether he is a resident of America or Africa, whether he belongs to the Semitic race or the Aryan, whether he is black or fair-skinned, whether he speaks a European language or Arabic. All those who join this community will have the same rights and social status. They will not be subjected to any racial, national or class distinctions. No one will be regarded as high or low. There will be no untouchability. There will be no special restrictions upon them in making marriages, eating and drinking and social contracts. No one will be looked down upon because of his birth or work. No one will claim any distinctive rights by virtue of his caste, community or ancestry. Man’s merit will not depend on his family connections or riches, but only on whether he is better than others in moral conduct or excels others in piety and righteousness.
Such social order, transcending as it does geographical boundaries and the barriers of race, color and language, is appropriate for all parts of the world; on its foundations can be raised the universal brotherhood of man. In societies based on race or nationality only those people can join who belong to a particular race or nation, but in Islam anyone who accepts its creed and moral standards can become a member, possessing equal rights with everyone else. Those who do not accept this creed, while obviously not being received into the community, are treated with tolerance and humanity and guaranteed all the basic human rights.
It is clear that if two children of the same mother differ in their ideas, their ways of life will be different; but this does not mean that they cease to be brothers. In the same way, if two nations or two groups of people living in the same country differ in their fundamental beliefs, principles and ideology, their societies will also certainly differ; yet they will continue to share the common ties of humanity. Hence, the Islamic society offers to non-Muslims societies and groups the maximum social and cultural rights that can possibly be accorded.
The foremost and fundamental institution of human society is the family unit. A family is established by the coming together of a man and a woman, and their contact brings into existence a new generation. This then produces ties of kinship and community, which, in turn, gradually develop further ties. The family is an instrument of continuity which prepares the succeeding generation to serve human civilization and to discharge its social obligations with devotion, sincerity and enthusiasm. This institution does not merely recruit cadets for the maintenance of human culture, but positively desires that those who are to come will be better members of society. In this respect the family can be truly called the source of the progress, development, prosperity and strength of human civilization. Islam therefore devotes much attention to the issues relating to the family and strives to establish it on the healthiest and strongest possible foundations.
According to Islam the correct relationship between man and woman is marriage, a relationship in which social responsibilities are fully accepted and which results in the emergence of a family. Sexual permissiveness and other similar types of irresponsible behavior are not dismissed by Islam as mere innocent pastimes or ordinary transgressions. Rather, they are acts which strike at the very roots of society. hence, Islam holds all extra-marital sex as sinful and forbidden (haram) and makes it a criminal offence. Severe punishments are prescribed to deter would-be offenders.
Veil, which regulates the free association of men and women, restriction on erotic music and obscene pictures and the discouragement of the spread of all forms of pornography, are other weapons used in the fight to protect and strengthen the institution of the family.
Islam does not look on adult celibacy simply with disfavor,  it calls on every young man to take upon himself the social responsibilities of married life just as his parents did in their time. Nor does Islam regard asceticism and lifelong celibacy merely as being of no benefit; it sees them as departures from the nature of man and as acts of revolt against the Divine scheme of things.
It also strongly disapproves of those rites, ceremonies or restrictions which tend to make marriage a difficult affair. Islam tries to make marriage the easiest and fornication the most difficult thing in society, and not vice versa as it is in most societies today. Hence, after debarring certain blood relatives from entering into matrimony with one another, it has legalized marriage with all other near and distant kith and kin. It has removed all distinctions of caste and community, and permitted matrimony of any Muslim with any other Muslim. It has urged that the mehr (dower) should be fixed at a figure which can be easily borne by both sides. it has dispensed with the necessity of priests and register offices. In an Islamic society marriage is a plain and simple ceremony which can be performed anywhere before two witnesses, though it is essential that the proceedings should not be kept secret. Society must know that the couple are now going to live as husband and wife.
Within the family itself Islam has assigned to the man a position of authority so that he can maintain order and discipline as the head of the household. Islam expects the wife to obey her husband and look after his well-being; and it expects the children to behave accordingly to their parents. Islam does not favor a loose and disjointed family system devoid of proper authority, control and discipline. Discipline can only be maintained through a central authority and, in the view of Islam, the position of father in the family is such that it makes him the fittest person to have this responsibility.
But this does not mean that man has been made a house-hold tyrant and woman has been handed over to him as a helpless chattel. According to Islam the real spirit of material life is love, understanding and mutual respect. If woman has been asked to obey her husband, the latter has been called on make the welfare of his family his top priority.
Although Islam places great emphasis on the marital bond, it only wants it to remain intact as long as it is founded on the sweetness of love or there exists at least the possibility of lasting companionship. If neither of these two conditions obtain, it gives man the right of divorce and woman the right of separation; and under certain conditions, where married life has become a source of misery, the Islamic courts of justice have the authority to annul the marriage.
After the limited circle of the family, the next social sphere is that of kinship and blood relationship. Islam wants all those who are related through common parents, common brothers and sisters or marriage to be affectionate, cooperative and helpful to each other. In many places in the Qur’an good treatment of the near relations (Dhawi-al-qurba) is enjoined. In the Hadith of the Prophet, blessings and peace be on him, proper treatment of one’s blood relations has been strongly emphasized and counted among the highest virtues. A person who cold-shoulders his relations or treats them indifferently is looked on by Islam with great disfavor.
But this does not mean that it is an Islamic virtue to favor one’s relations. If such support or bias towards one’s relations results in injustice, it is repugnant to Islam, and is condemned as an act of Jahiliyyah (ignorance). Similarly, it is utterly against the principles of Islam for a government official or public servant to support his relations at public expense or to favor his kith and kin in his official decisions: this would actually be a sinful act. Fair treatment of one’s relations, as enjoined by Islam, should be at one’s own expense and within the limits of justice and fair-play.
After relations come one’s neighbors. The Qur’an has divided them into three categories: a neighbor who is also a relation; a neighbor who is a stranger; and a casual or temporary neighbor with whom one happens to live or travel for a certain time. All of them are deserving of sympathy, affection, kindness and fair treatment. The Prophet, blessings and peace be on him, once said that the right of the neighbor were so strongly emphasized by the angel Gabriel that he thought neighbors might even share one’s inheritance. (Bukhari and Muslim)
In one Hadith the Prophet, blessings and peace be on him, said: Anyone whose neighbor is not safe from his misdeeds is not a true Believer. (Bukhari and Muslim) Again, he said: A person who enjoys a meal while his neighbor is starving is not a true Believer. (Ahmad, Baihaqi). The Prophet, blessings and peace be on him, was once asked about the fate of a woman who performed many Prayers and fasted extensively and who was a frequent almsgiver, but whose neighbors complained of her abusive tongue. He said: Such a woman shall be in the Hell-fire. He was, then, asked about another woman who did not possess these virtues but did not trouble her neighbors either, and he said: She would be in Paradise. (Ahmad, Baihaqi) The Prophet, blessings and peace be on him, has laid so much emphasis on being considerate to neighbors that he has advised that whenever a Muslim brings home fruit for his children he should either send some to his neighbors as a gift, or at least take care not to offend them by throwing the peelings away outside their door. On another occasion he said: A man is really good if his neighbors regard him as such, and bad if they consider him so. (Ibn Majah)
Islam, therefore, requires all neighbors to be loving and helpful and to share each other’s sorrows and happiness. It enjoins them to establish social relations in which one can depend upon the other and regard his life, honor and property safe among his neighbors. A society in which two people, separated only by a wall, remain unacquainted with one another for years, and in which those living in the same area of a town have no interest or trust in one another, can never be called Islamic.
Next to these come the wider relationships covering the whole of society. The broad principles on which Islam wants people to structure their social lives are:
To co-operate in acts of goodness and righteousness and not to co-operate in acts of sin and injustice. (al-Maidah 5: 2)
One’s friendship should be only for seeking the pleasure of Allah: whatever you give should be given because Allah likes it to be given, and whatever you withhold should be withheld because Allah wishes to. (Trimidhi)
You are the best community ever raised among mankind; your duty is to command people to do good and prevent them from committing evil. (Al- ‘Imran 3: 110)
Do not think evil of each other, nor probe into each other’s affairs, nor incite one against the other. Avoid hatred and jealousy. Do not unnecessarily oppose each other. Always remain the slaves of Allah, and live as brothers to each other. (Muslim)
Do not help a tyrant, knowing him to be such. (Abu Daud)
To support the community when it is in the wrong is like falling into a well while catching the tail of your camel which was about to fall into it. (Abu Daud; Mishkawt)
No one among you shall be a true believer unless he likes for others what he likes for himself. (Bukhari and Muslim)

The Moral System of Islam

The Moral System of Islam

A moral sense is inborn in man and, through the ages, it has served as the common man’s standard of moral behavior, approving certain qualities and condemning others. While this instinctive faculty may vary from person to person, human conscience has consistently declared certain moral qualities to be good and others to be bad.
Justice, courage and truthfulness have always found praise, and history does not record any period worth the name in which falsehood, injustice, dishonesty and breach of trust have been praised; sympathy, compassion, loyalty and generosity have always been valued, while selfishness, cruelty, meanness and bigotry have never been approved of by society; men have always appreciated perseverance, determination and courage, but never impatience, fickleness, cowardice and stupidity. Dignity, restraint, politeness and friendliness have throughout the ages been counted virtues, whereas snobbery and rudeness have always been looked down upon. People with a sense of responsibility and devotion to duty have always won the highest regard, those who are incompetent, lazy and lacking in a sense of duty have never been looked upon with approval.
Similarly, in assessing the standards of good and bad in the collective behavior of society as a whole, only those societies have been considered worthy of honor which have possessed the virtues of organisation, discipline, mutual attention and compassion and which have established a social order based on justice, freedom and equality. Disorganisation, indiscipline, anarchy, disunity, injustice and social privilege have always been considered manifestations of decay and disintegration in a society. Robbery, murder, larceny, adultery and corruption have always been condemned. Slander and blackmail have never been considered healthy social activities, while service and care of the aged, helping one’s relatives, regard for neighbours, loyalty to friends, aiding the weak, the destitute and the orphans, and nursing the sick are qualities which have been highly valued since the dawn of civilisation.
Individuals who are honest, sincere and dependable, whose deeds match their words, who are content with their own rightful possessions, who are prompt in the discharge of their obligations to others, who live in peace and let others live in peace, and from whom nothing but good can be expected, have always formed the basis of any healthy human society.
These examples show that human moral standards are universal and have been well-known to mankind throughout the ages. Good and evil are not myths, but realities well understood by all. A sense of good and evil is inherent in the very nature of man. Hence in the terminology of the Qur’an good is called Ma’rif (a well-known thing) and evil munkar (an unknown thing); that is to say, good is known to be desirable and evil is known not to commend itself in any way. As the Qur’an says: Allah has revealed to human nature the consciousness and cognition of good and evil. (al-Shams 91: 8)
This is a new and revised translation of a talk given by the author on Radio Pakistan, Lahore, on 6th January, 1948.

The question that now arises is: if what constitutes good and evil is so clear and universally agreed, why do varying patterns of moral behaviour exist in the world? Why are there so many conflicting moral philosophies? Why do certain moral standards contradict each other? What lies at the root of other differences? What is the unique position of Islam in the context of other ethical systems? On what grounds can we claim that Islam has a perfect moral system? And what exactly is the distinctive contribution of Islam in the realm of ethics?
Although these are important questions and must be squarely faced, justice cannot be done to them in the brief span of this talk. So I shall restrict myself to a summary of some of the points crucial to any critical examination of contemporary ethical systems and conflicting patterns of moral behaviour:
(a) Through their failure to prescribe specific limits and roles for the various moral virtues and values, present-day moral structures cannot provide a balanced and coherent plan of social conduct.
(b) The real cause of the differences in the moral systems seems to lie in their offering different standards for judging what constitutes good and bad actions and in their laying down different ways to distinguish good from evil. Differences also exist in respect of the sanction behind the moral law and in regard to the motives which impel a person to follow it.
(c) On deeper reflect we find that the grounds for these differences emerge from different peoples’ conflicting views and concepts of the universe, the place of man in it, and of man’s purpose on earth. The various systems of ethics, philosophy and religion are in fact a record of the vast divergence of views on such vital questions as: Is there an Allah of the universe and, if there is, is He the only one or are there many Allahs? What are the Divine attributes? What is the nature of the relationship between Allah and human beings? Has He made any arrangements for guiding humanity through the vicissitudes of life or not? Is man answerable to Him or not? And if so, in what spheres of his life? Is there an ultimate aim of man’s creation which he should keep in view throughout his life? The ethical philosophy and the pattern of moral behaviour of the individual and society.
It is difficult for me, in this brief talk, to take stock of the various ethical systems in the world and indicate what solutions each one of them has proposed to these questions and what has been the impact of these answers on the moral evolution of the society believing in these concepts. Here I have to confine myself to the Islamic concept only.
The viewpoint of Islam is that the universe is the creation of Allah who is One. He alone is its Master, Sovereign and Sustainer, and it is functioning under His command. He is All-powerful and Omniscient, he is subbã h and Quddã s (that is, free from all defects, mistakes, weaknesses and faults and is holy in every respect). His godhood is free from partiality and injustice.
Man is His creature, subject and servant and is born to serve and obey Him. These correct course of life for man is to live in complete obedience to Him. And it is for Allah, not man, to determine the mode of that worship and obedience.
At certain times Allah has raised Prophets for the guidance of humanity and has revealed His books through them. It is the duty of man to live his life according to the dictates of Allah and to follow the Divine guidance.
Man is answerable to Allah for all his actions and will be called on to render an account of them in the Hereafter. Man’s short life on earth is really an opportunity to prepare for that great test. He will be impartially assessed on his conduct in life by a Being who keeps a complete record not merely of his movements and actions and their influence on all that is in the world ¾ from the tiniest speck of dust to the highest mountains ¾ but also of his innermost thoughts and feelings and intentions.
This concept of the universe and of man’s place in it indicates the real and ultimate good which should be the object of all mankind’s endeavours ¾ ‘seeking the pleasure of Allah. This is the standard by which Islam judges all conduct. It means that man is not left like a ship without moorings at the mercy of winds and tides; instead, we have a set of unchangeable norms for all moral actions. Moreover, by making the ‘pleasure of Allah’ the object of man’s life, unlimited possibilities are opened for man’s moral evolution, untainted by narrow selfishness or racism or chauvinism.
Islam also furnishes us with the means to determine good and evil conduct. It does not base our knowledge of evil and virtue on mere intellect, desire, intuition or experience derived through the senses, which constantly undergo changes and modifications and thus fail to provide definite and unchanging standards of morality. Instead, it provides us with an objective source, the Divine revelation, as embodied in the Book of Allah and the Sunnah (way of life) of the Prophet, blessings and peace be on him. This source prescribes a standard of moral conduct that is permanent and universal and holds good in every age and under all circumstances.
The moral code of Islam ranges from smallest details of domestic life to the field of national and international behaviour. It guides us at every stage in life and makes us free from exclusive dependence on other sources of knowledge, although we may, of course, use these as an aid to this primary source.
This concept of the universe and of man’s place in it also provides the sanction that must lie at the back of every moral law, that is, the love and fear of Allah, the sense of accountability on the Day of Judgment and the promise of eternal bliss and reward in the Hereafter. Although Islam aims to cultivate a mass ethos which may induce individuals and groups to observe the principles of morality it lays down as well as helps the evolution of a political system which will enforce the moral law through its legislative and executive powers, Islam’s moral law does not really depend on these external factors. It relies on the inherent desire for good in every man which is derived from belief in Allah and the Day of Judgment. Before laying down any moral injunctions, Islam seeks to implant firmly in man’s heart the conviction that his dealings are with Allah, who sees him at all times and in all places; that he may hide himself from the whole world but not from Allah; that he may deceive everyone but Allah; that he can flee from the power of any person but not from Allah; that while the world can see only man’s outward life, Allah knows his innermost intentions and desires; that while man may, in his short sojourn on earth, do whatever he likes, he has to die one day and preset himself before the Divine court of justice where no special pleading or deception will be of any avail and where his future will be decided with complete impartiality. It is this belief in accountability to Allah which is the real force behind the moral law of Islam. If public opinion and the powers of the state give it support, so much the better; otherwise, this faith alone can keep a Muslim individual and a Muslim community on the straight path of virtue.
The fact that a man voluntarily and willingly accepts Allah as his Creator and obedience to Allah as the aim of his life and strives to seek His pleasure in his every action provides sufficient incentive to obey the commandments which he believes to be from Allah. Belief that whoever obeys the Divine commands is sure to be rewarded in the Hereafter, whatever difficulties he may have to face in his life on earth, is another strong incentive for leading a virtuous life. and the belief that breaking the commandments of Allah will mean eternal punishment is an effective deterrent against violation of the moral law, however tempted a man may be by the superficial attractiveness of a certain course of action. If this hope and fear are firmly ingrained in one’s heart, they will inspire virtuous deeds even on occasions when the immediate consequences may appear to be very damaging, and they will keep one away from evil even when it looks extremely attractive and profitable.
This clearly indicates that Islam possesses a distinctive criterion of good and evil, its own source of moral law, and its own sanctions and motivating force; through them it shapes the generally recognised moral virtues in all spheres of life into a balanced and comprehensive scheme and ensures that they are followed. It can therefore be justifiably claimed that Islam possesses a perfect moral system of its own. This system has many distinguishing features and I shall refer to three of the most significant ones which, in my opinion, form its special contribution to ethics.
1. By setting Divine pleasure as the objective of man’s life, Islam has set the highest possible standard of morality providing boundless possibilities for the moral evolution of humanity. By making Divine revelation the primary source of knowledge, it gives permanence and stability to moral standards, while at the same time allowing scope for reasonable flexibility and adjustment, though not for perversions or moral laxity. The love and fear of Allah become the real motives, which impel man to obey the moral law without external pressures. And through belief in Allah and the Day of Judgment, we are motivated to behave morally with earnestness and sincerity.
2. The Islamic moral order does not, through a mistaken love of originality and innovation, seek to lay down any new moral standards; nor does it seek to minimise the importance of the well-known moral standards, or give exaggerated importance to some and neglect others without cause. It takes all the recognised morals and assigns a suitable role to each within the total scheme of life. It widens the scope of their application to cover every aspect of man’s private and social life ¾ his domestic associations, his civic conduct, and his activities in the political, economic, legal and educational fields. It covers his life at home and in society, literally from the cradle to the grave. No sphere of life is exempt from the universal and comprehensive application of the moral principles of Islam. These ensure that the affairs of life, instead of being dominated by selfish desires and petty interests, are regulated by the dictates of morality.
3. The Islamic moral order guarantees for man a system of life which is free from all evil. It calls on the people not only to practise virtue, but also to eradicate vice. Those who respond to this call are gathered together into a community (Ummah) and given the name ‘Muslims’. The main purpose underlying the formation of this community is that it should make an organised effort to establish and enforce goodness and suppress and eradicate evil. It would be a day of morning for this community and a bad day for the entire world if its efforts were at any time directed towards establishing evil and suppressing good.