Exploring Prominent Qur'anic Discourse Styles (QDS)  In The Story Of Prophet Yusuf And Incorporating  Them Into Media Content

Osama Kanaker; Norhayati Rafida Abdul Rahim; Ishaq Ibrahim

Authors

Osama Kanaker Associate Professor
Norhayati Rafida Abdul Rahim Associate Professor
Ishaq Ibrahim Senior Lecturer

Keywords:

Qur'anic Discourse Styles, Media Content, Prophet Yusuf’s Story

Abstract

The Noble Qur'an is a book of inclusive guidance for humanity. It does not only provide ruling, nor is it meant to meet the requirements of the ancient traditional lifestyle. Instead, its teachings are timeless and relevant even in the current Fourth Industrial Revolution (4IR) era. Among the distinguishing features of 4IR is the pervasive presence of media. Plenty of media content is produced and consumed daily. However, from an Islamic perspective, a significant portion of the content does not comply with the principles and teachings of Islam. This paper explores five Qur'anic discourse styles that media content creators can adopt to produce impactful content that does not contradict the teachings of the noble Qur'an. It focuses on five discourse styles in the Surah of Yusuf: ellipsis, counterpoint, didacticism, reiteration, and implication. A descriptive and analytical approach was utilized to explore a purposeful sample of the Qur'anic discourse styles in the Surah of Joseph (Yusuf). This paper found that these discourse styles can be implemented to produce media content that aligns with the teachings of Islam. Ellipsis can be employed to omit improper or unwanted details. Counterpoint can be utilized to portray contrasting values and behavior. Didacticism is suitable for the style of encouragement of good and discouragement of evil. Reiteration can reinforce key messages of positive behavior. Implication can be implemented to subtly allude to negative concepts to avoid explicit portrayal of immoral details.

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Author Biographies

Osama Kanaker, Associate Professor

Faculty of Leadership and Management, University Sains Islam Malaysia.

Norhayati Rafida Abdul Rahim, Associate Professor

Faculty of Leadership and Management, University Sains Islam Malaysia.

Ishaq Ibrahim, Senior Lecturer

Faculty of Leadership and Management, University Sains Islam Malaysia.

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