LINGUISTIC POLITENESS IN DIGITAL DA’WAH: AN ISLAMIC PERSPECTIVE

Abstract

This study examines linguistic politeness in digital da’wah from an Islamic perspective by integrating contemporary politeness theory with Islamic ethical principles. While dominant frameworks such as Brown and Levinson’s Politeness Theory emphasize pragmatic strategies, they often overlook the moral and spiritual dimensions of communication. This paper develops a conceptual framework termed the Digital Adab Model, which positions linguistic politeness as a mediating construct linking modern linguistic theory and Islamic ethics to communication outcomes in digital environments. Drawing on qualitative document analysis of Qur’anic and Hadith sources alongside contemporary literature, the study identifies three core principles: al-hikmah (wisdom), al-mau‘izah al-hasanah (good counsel) and al-mujadalah (ethical dialogue). The framework further incorporates digital communication context as a moderating factor influencing the effectiveness of polite discourse. The study also addresses emerging contemporary challenges within digital communication environments, including digital harshness, religious misinformation, algorithmic amplification and the erosion of adab in social media discourse. These issues demonstrate the urgent need for a more ethically grounded framework capable of integrating Islamic communication ethics with modern linguistic theories. The study contributes theoretically by reconceptualising linguistic politeness not merely as a pragmatic communication strategy, but as a morally grounded practice rooted in divine guidance, ethical accountability and spiritual consciousness. The proposed Digital Adab Model offers a value-driven framework that strengthens ethical communication, enhances the effectiveness of digital da’wah and mitigates communicative conflict within contemporary social media environments.