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All Journal Journal of Innovation and Applied Technology Interaktif: Jurnal Ilmu-Ilmu Sosial Komunikator Tuturlogi: Journal of Southeast Asian Communication Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Abdimas Indonesian Journal Prosiding Seminar Nasional Teknik Industri Dawuh: Islamic Communication Journal Jurnal Medika: Medika
Akhmad Muwafik Saleh
Fakultas Ilmu Politik Dan Ilmu Sosial Universitas Brawijaya
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Reclaiming Social Harmony, Prophetic Paradigm Communication Media as a Sociological Model for Public Relations in Managing Social Communication Issues Akhmad Muwafik Saleh; Rachmat Kriyantono
DAWUH : Islamic Communication Journal Vol. 7 No. 2 (2026): July (In Press)
Publisher : Yayasan Darussalam Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62159/dawuh.v7i2.2097

Abstract

This study explores the role of communication media within the prophetic paradigm as a sociological model for Public Relations (PR) in addressing contemporary social communication problems. Departing from the premise that media is not merely a channel of message delivery but an institution that shapes social realities, this research analyzes how mediatization, commercialization, and sensational framing contribute to the fragmentation of social cohesion. The paper employs a sociological communication framework combined with prophetic values humanization, liberation, and transcendence as formulated by Kuntowijoyo, to offer an ethical corrective to media distortion and distrust. Drawing on Qur’anic principles such as al-Hamāsah, ad-Da’wu Bih, and tabayyun, the study argues that prophetic communication provides a moral and operational model capable of restoring social harmony. The research reveals that media and PR practices rooted in empathy, ethical verification, anti-sensational framing, and public-oriented narratives can reduce polarization, strengthen social trust, and protect communities from digital misinformation. This work proposes the Prophetic Public Relations Model as an alternative framework for reclaiming social harmony by positioning media as a moral mediator, cultural integrator, and guardian of public ethics. Ultimately, this study highlights the transformative potential of prophetic communication in shaping a more ethical, inclusive, and socially cohesive media environment.
Co-Authors Anandya, Asyifa Angestiana, Lu’lu Nadia Azizun Kurnia Illahi Endra Yuafanedi Arifianto Fadhilah, Rachma Ayu Fariza Yuniar Rakhmawati Hafidzi, Rana Aliyya Hakim, Andy Ilman Hary Sudjono Maulina Pia Wulandari Misbahuddin Azzuhri Mukarromah, Rani Cahyatul Nilam Wardasari Rachmat Kriyantono Santoso, Rizki Bimo Silfiani, Firli Tri Sujoko, Anang Yuyun Agus Riani