In the name of Allāh, the Most Merciful, Bestower of Mercy.
All praise is due to Allah, the Lord of all creation; may Allah extol the mention of our noble Prophet Muhammad in the highest company of Angels, bless him and give him peace and security―and his family, his Companions and all those who follow him correctly until the establishment of the Hour.
Although the emergence of Salafism during the 1990s is mostly attributable to student activity in university Islamic societies across the UK, it was not only upwardly mobile second-generation Muslim-heritage British South Asians who were attracted to this orthodox religious sect. Rather, the roots of Islamic Da‘wah activity by those who would later form Salafi Publications (SalafiPubs) can be traced as far back as the very early 1990s in the post-colonial and post-industrial city of Birmingham. Further, the demography of its initial members indicates that orthodox Islam had a universal appeal for individuals from diverse social, cultural, and religious backgrounds, including those from non-Muslim heritage families. No doubt there were myriad structural factors and personal reasons at play in its adherents’ decision to adopt the Salafi way. However, for most, it was Salafism’s overriding appeal as the unsullied truth, together with SalafiPubs’s new and dynamic approach as an overt and fearless group in defending its parameters that made it such an attractive choice in the pluralistic ‘religious supermarket’ of a modern secular society.From the author’s introduction.
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