Abstract

Problem Statement:



Persuasion is a central element of human communication that, in contemporary media environments, is often employed to achieve rapid influence on audience attitudes and behaviors. In this process, ethical considerations and respect for human free choice are frequently marginalized. This situation raises serious concerns in the field of religious communication and highlights the need to revisit authentic and value‑based models of persuasion. The Qur’an, as a foundational religious text, presents a distinctive approach to persuasion that has not been sufficiently examined through a systematic, text‑based analysis.



Research Question:



What are the underlying principles of persuasion in the Qur’an, and what implications does this model have for religious communication in contemporary media contexts?



Purpose:



The purpose of this study is to analyze the epistemological and goal‑oriented foundations of Qur’anic persuasion and to clarify its communicative implications for rethinking religious persuasion in modern media, without conducting a direct comparative study.



Method:



This research adopts a qualitative approach and employs a deductive content analysis method. Selected Qur’anic verses related to invitation, guidance, and communicative influence were analyzed based on a predefined analytical framework, and the extracted meanings were interpreted within the Qur’anic textual context.



Findings:



The findings indicate that Qur’anic persuasion is grounded in awareness‑building, gradual guidance, and respect for human free choice, aiming at conscious and responsible decision‑making. This model offers an ethical and value‑oriented framework that can inspire the enhancement of religious communication practices in contemporary media environments.