AKSIOLOGI DAKWAH DALAM ETIKA QOULAN SADIDAN, QOULAN LAYYINAN, DAN QOULAN MA'RUFAN PERSPEKTIF AL-QUR'AN
DOI:
https://doi.org/10.71287/elhikmah.v25i16,%20Juli.796Keywords:
Axiology of Da'wah, Qoulan Sadidan, Qoulan layyinan, Qoulan Ma'rufan, Philosophy of Da'wahAbstract
Da'wah is not merely understood as the activity of conveying Islamic teachings but also as a communication process grounded in ethical values. In the digital era, characterized by the widespread dissemination of misinformation, hate speech, and social polarization, the ethics of da'wah communication have become increasingly important to examine. This study aims to analyze the axiological values embodied in the concepts of Qoulan Sadidan, Qoulan Layyinan, and Qoulan Ma'rufan from the perspective of the Qur'an and their relevance within the philosophy of da'wah. This research employed a qualitative approach using a library research method. Data were collected through the examination of Qur'anic verses, Hadith, Qur'anic exegeses, and scholarly literature related to communication ethics and the philosophy of da'wah. The data were analyzed descriptively through data reduction, data presentation, and conclusion drawing.
The findings reveal that Qoulan Sadidan represents the values of truthfulness, honesty, and integrity in delivering da'wah messages; Qoulan Layyinan reflects humanitarian values through gentle, empathetic, and persuasive communication; while Qoulan Ma'rufan emphasizes public benefit by promoting kind, courteous, and constructive speech. These three concepts collectively establish an integrated axiological framework that supports humanistic, dialogical, and socially transformative da'wah communication. From the perspective of the philosophy of da'wah, the integration of these values serves as an ethical foundation for implementing da'wah that is relevant to the communication challenges of the contemporary digital era.
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