الخطاب الدعوي بين الحِجاج العقلي والتأثير العاطفي: دراسة بلاغية تحليلية

Abstract

This study examines the rhetorical construction of Islamic daʿwah discourse through the interaction between rational argumentation and emotional influence. It proceeds from the premise that effective religious persuasion cannot be achieved by addressing reason alone or by relying exclusively on emotional stimulation. Instead, it requires the integration of sound evidence, appropriate emotional appeal, speaker credibility, audience conditions, and ethical communication. The study employs a descriptive and analytical method to define daʿwah discourse, rational argumentation, and emotional persuasion, and then analyses selected Qurʾanic and Prophetic texts. These examples represent interrogation, analogy, causal reasoning, refutation, dialogue, hope, fear, compassionate address, narrative imagery, repetition, and behavioural example. The findings show that rational arguments in the Qurʾan are frequently presented through concise rhetorical structures that encourage the addressee to participate in producing the conclusion. Emotional influence, meanwhile, is generated by vocatives, vivid imagery, promise and warning, rhythm, narrative, and the moral conduct of the speaker. The study establishes that the strongest daʿwah discourse is one in which evidence produces intellectual conviction while emotion creates attention, trust, and willingness to act. It also distinguishes legitimate emotional persuasion from manipulation: legitimate persuasion is truthful, proportionate, respectful of human dignity, and open to questioning, whereas manipulation exploits fear, conceals evidence, and suppresses critical reflection. The study concludes that balance does not mean numerical equality between reason and emotion, but an appropriate rhetorical proportion determined by the subject, purpose, audience, and communicative context.