A Muslim Minority and the Use of Media: Charismatic Aesthetics of the Ahmadiyya in West Africa

Abstract

The minority status of the Ahmadiyya is linked to the doctrine of this movement, described by some as heterodox, by others as non-Islamic, but also in connection to their minority demographics, whether in Burkina Faso, the country under scrutiny here, or within the overall Muslim population. The article examines the special case of the Ahmadiyya to answer general issues regarding the transnational expansion of Muslim minorities and their use of media in the struggle for recognition and participation in national public spheres. The description of the iconographic aesthetics of this Muslim missionary minority, in particular the use of the portraits of the charismatic leaders, is used to analyse the challenges of its self-representation towards the Muslim majority worldwide. The analysis of Ahmadiyya’s iconographic discourse highlights that the charismatic aesthetics makes individuals sense the power of the caliphate in their intimacy. It also emphasises the tensions related to their mediatised selfrepresentation.