Prospects of the Islamic Communication Model in the Qur’an as a Theoretical Framework for Da'wah

Abstract

This article explores the prospects of developing an Islamic communication model grounded in the Qur’an as a comprehensive, revelation-based theoretical framework for da'wah. Beyond serving as the primary source of Islamic teachings, the Qur’an presents structured and holistic principles of communication that encompass key elements such as the communicator (da‘i), the da'wah message, communication channels, the target audience (mad‘u), as well as the effects and implications of communication on individuals and society. These principles are reflected in various Qur’anic verses that emphasize approaches rooted in wisdom (hikmah), good counsel (maw‘izhah hasanah), constructive dialogue (mujadalah billati hiya ahsan), and ethical, empathetic communication. In the context of contemporary da'wah, which operates within increasingly diverse social, cultural, and technological environments, the effectiveness of da'wah depends not only on the substance of the message but also on the method of delivery and the preacher’s ability to understand the realities, needs, and contexts of the audience. Therefore, internalizing Qur’anic communication values is essential to ensure that da'wah is conducted effectively, respectfully, and sustainably. This study adopts a qualitative research approach through content analysis of Qur’anic verses related to communication and da'wah, supported by classical and contemporary tafsir literature as well as modern communication and da'wah studies. Thematic analysis is employed to identify core elements of da'wah communication and examine their relationship with established communication theory frameworks. The findings reveal that the Qur’an-based Islamic communication model holds strong potential to be developed as a holistic, normative, and practical framework for da'wah, while simultaneously complementing and enriching existing communication theories. This study contributes to the advancement of Islamic da'wah and communication studies by highlighting the importance of integrating modern communication theories with Qur’anic communication principles to address contemporary societal challenges effectively.