Since Richard Mitchell’s seminal study of the Society of the Muslim Brotherhood four decades ago, the group remains the most prominent opposition movement in Egypt today. As historical scholarship of the Muslim Brotherhood has been limited to the period of its founder, Hasan al-Banna, and the era of liberal politics in Egypt, there appears to be little connection between that period, the subsequent repression endured under the revolutionary government of Gamal Abdel Nasser, and the Brotherhood that today fields independent candidates in national elections and maintains the deepest social networks of any movement, religious or otherwise. This paper focuses on a period of particular importance for the continuity of the movement, the 1970s, and the means by which the Muslim Brotherhood’s leaders balanced long-held principles with the challenges of the time. Through the utilization of a subset of social movement theory, cultural framings, I analyze the ways in which the Muslim Brotherhood packaged and marketed its platform to its audience through its 1970s publication, Da‘wa. This monthly magazine served as the chief vehicle of the organization, edited by the organization’s General Guide, Umar al-Tilmisani, and commanding a readership of over 100,000. Analyzing the entire six-year run of the magazine (1976-1981), this paper categorizes the major themes conveyed by the Muslim Brotherhood’s leading writers and the framing mechanisms they utilized in their endeavor to attract a wider following. Among the major findings of this study is that the Muslim Brotherhood was under tremendous pressure to balance often conflicting objectives: maintaining authenticity in the eyes of the Egyptian people, allaying the concerns of the state, and preventing an emerging fringe movement from taking the mantel of the broader Islamic movement. It also sought to reach out to various audiences among Egyptians, ranging from urban to rural, and elite to base, and placed a renewed emphasis on students and young professionals. As is evident from published writings at the time, this period was critical to the development of a new generation of leaders who would go on to take the Muslim Brotherhood into the twenty-first century.