Jakarta International Conference of Muslim Intellectuals (JICMI), 14/15 Desember 2013. Paper ID 248: Empathetic PR-Marketing for Khilafah World Order
Empathetic PR-Marketing for Khilafah World Order
Solatun Dulah Sayuti
Postgraduate School of Communication Studies; University of Bunda Mulia-Jakarta, Indonesia,
Jl. Lodan Raya no.2 Jakarta Utara, E-mail: hmsdulahsayuti@gmail.com
Abstract
There are stereotpical doubtful questions against religions, especially Islam. A book for example titled “A World Without Islam.” The other author even titled his book “ Islam Yes, Politik Islam No!” Zvi Mazel, former US Ambassador to Egypt indeed mentioned such a prejudice : “...Islam, a religion which proclaims its superiority over all others, sees women as inferiors, condemns to death Muslims converting to other religions and prescribes horrific corporal punishment such as cutting limbs”. The noble virtue of Islam such as principle of equality, triple folded respects to women than man, and no praxis of cutting hand practiced during The Prophet Muhammad PBUH life, seem to be unreadable into Western society. It seems analogues with what has been hypotetically mentioned by Muhammad Rasyid Redho that “al-Islam mahjuubun bil-muslimiin.”
The questionable issues thus are: (1) What kind of Muslim habit and or cultural behaviour has blurred and or biased the images of Islam from its noble virtue? (2) How were these work during the last until most recent period of intersubjective Muslim-Western civilization encounters? (3) Why did these issues then snowballed into being such a handicape against the afforts of constructing communicative Western-Muslim World dialogues in term of Khilafah World Order marketing communication.
Working hypothesys then established as: (1) stereotypic prejudice against Islam has been the most critical communication barriers from which then indeed suh a myth named the crash of civilization inevitably occured; (2) This prejudice blindness was stucturally constructed during long history of Western-Muslim world encounters in which so many hypocritical of Fasiq Muslims represented un-Islamic habit and or behaviours in their real day to day life; (3) The lack of internship for Islamic Teaching enculturalization have been the contingential cause of imballanced dakwah to which ideally should be oriented into both internal and external Marketing Communication for Islamic Noble Virtue socialization in term of Khilafah World Order preparation.
Critical discourse analysis utilized to be the methodological strategy on handling the study. The strategy oriented to achieve such a critical explanation to serve a set of symetrical emancipatory answers. This critical answer will in turn feasibly utilized to craft such a mutual cognitive trasngression to all sides involved within this nervousing blundered Wstern-Muslim World misunderstandings. It could be then used to help the both sides Western and Muslim in avoiding people for example from the misguided myth of “The Crash of Civilization.”
Keywords: stereotype, image, Muslim world, Marketing Communication, Khilafah World Order
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