ABSTRACT
The first stage of branding the Brotherhood was based on lay moral politics such as attacking the missionaries' activities as part of an imperialist plot to expand Western influence within Oriental Muslim societies. It focuses on the movement's ideology during the first stage of the Brotherhood's print media campaign, understood as a subjective view of the world. It was the branding stage, articulating what the Brothers saw as social ills and their views of the solutions and the strategies to remedy those ills, such as building new mosques and schools and establishing social welfare projects through which those subjective views could be shared. Hasan al-Banna's rebellion against Western domination in setting the educational, governance, and religious standards ended up creating a new tyranny in which he and his movement alone were depicted as the only practicable entity to set alternative standards, as well as the emblem of true Islam.
