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All Journal Dinamisia: Jurnal Pengabdian Kepada Masyarakat Communicare : Journal of Communication Studies Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Jurnal Ranah Komunikasi ARSY : Jurnal Aplikasi Riset kepada Masyarakat International Journal of Media and Communication Research Annals of Human Resource Management Research Jurnal Penelitian Journal of Communication Management and Organization
Sukri, Al
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Implementation of Malay leadership Tunjuk Ajar Melayu in Political Communication for Malay Women Leaders Shasrini, Tessa; Saputra, Hamanda Hadi; Sukri, Al
Communicare : Journal of Communication Studies Vol. 12 No. 1 (2025): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

The values of Tunjuk Ajar Melayu are a cultural heritage that reflects local wisdom in various aspects of life, including in political communication. This study aims to analyze how the values of Tunjuk Ajar Melayu are implemented in the political communication of Malay women's leadership. The research method used is a qualitative approach with in-depth interview techniques and discourse analysis of speeches and political interactions of Malay women leaders. The results of the study show that Malay women leaders apply the values of Tunjuk Ajar Melayu in their political communication through three main aspects: (1) polite and persuasive language, which is used to build emotional relationships with the community; (2) the principle of deliberation and consensus, which is the basis for decision-making and building understanding in the community; and (3) exemplary moral and ethical leadership, which is reflected in an attitude of humility, honesty, and responsibility in carrying out leadership duties. The implementation of these values not only strengthens the legitimacy of Malay women's leadership but also builds public trust, strengthens relationships with the community, and creates harmonious and effective political communication. In conclusion, the implementation of Tunjuk Ajar Melayu in the political communication of Malay female leaders plays an important role in forming an inclusive, ethical, and social harmony-oriented leadership style. This study shows that local cultural values remain relevant in modern political dynamics and can be a sustainable model of political communication.
Co-Authors Abdillah, Rizky Hadi Saputra, Hamanda Hamsal Hamsal Hamsal, Hamsal Hamzah, Zulfadli Hasan Sazali Hidayat Hidayat Idawati Idawati Imam Hanafi Mailin Muhammad Arif Nurman Nurman Oktavia, Anggi Putri, Adelia Samsudin , Dafrizal Sundari, Eva Tessa Shasrini