NU Online’s Value-Based Health Rhetoric to Build Muslim Community Resilience
DOI:
https://doi.org/10.24002/jik.v23i1.14173Keywords:
health messages, Islam, resilience, rhetoric, valuesAbstract
This study aims to explore the rhetoric of value-based health messages on the Indonesian Islamic organization Nahdlatul Ulama (NU) website, NU Online, that is used to build community resilience. Based on a rhetorical analysis of 71 articles from 2024 to 2025, the research indicates that NU integrates rational, emotional, and Islamic spiritual-religious approaches. The rhetoric emphasizes the elements of act (Islamic behavior and therapy), agency (Islamic activities and worship), and agent (authority figures and Islamic figures such as the Prophet Muhammad and Muslim scholars). Solutions to health problems are based on Islamic values grounded in morality (akhlaq) and etiquette (adab).
References
Adam, M. (2021). Sentiment(ality) as a means of persuasion: On the thin ice of manipulation in Protestant sermons. Discourse and Interaction, 14(2), 5–23. <https://doi.org/10.5817/DI2021-2-5>
Arens, E. A., Christoffel, M., & Stangier, U. (2022). Value priorities and value conflicts in patients with mental disorders compared to a general population sample. Scientific Reports, 12(3974), 1–9. <https://doi.org/10.1038/s41598-022-07758-4>
Bloomfield, E. F., & Sangalang, A. (2014). Juxtaposition as visual argument: Health rhetoric in Super Size Me and Fat Head. Argumentation and Advocacy, 50(3), 141–156. <https://doi.org/10.1080/00028533.2014.11821815>
Bush, A. J., & Boiler, G. W. (1991). Rethinking the role of television advertising during health crises: A rhetorical analysis of the Federal AIDS campaigns. Journal of Advertising, 20(1), 28–37. <https://doi.org/10.1080/00913367.1991.10673204>
Chandra, A., Acosta, J., Stern, S., Uscher-Pines, L., Williams, M. V, Yeung, D., … Meredith, L. S. (2011). Building community resilience to disasters: A way forward to enhance national health security. Technical Report. RAND Corporation, Santa Monica, California. <https://www.jstor.org/stable/10.7249/tr915dhhs>
Copeland, A. J. (2018). Crowdfunding for a cause: Rhetorically oriented action research with Christian organizations. Dissertation. North Dakota State University of Agriculture and Applied Science, Fargo, North Dakota. <https://www.proquest.com/dissertations-theses/crowdfunding-cause-rhetorically-oriented-action/docview/2156294180/se-2>
Dumbaugh, M., Manda, A., Quirke, F., Tshibangu, F., & Kohli, A. (2024). Understanding reference groups for norms and behaviour change: the intersection of relationship dynamics and family planning. Development in Practice, 34(1), 64–75. <https://doi.org/10.1080/09614524.2023.2268876>
Fröh, J., & Robinson, M. R. (2024). Digital religious communication and the facilitation of social resilience, Part 1: Theoretical model and proposal. Journal of Religious and Theological Information, 23(1–2), 1–27. <https://doi.org/10.1080/10477845.2023.2232622>
Halstead, J. M. (2007). Islamic values: A distinctive framework for moral education? Journal of Moral Education, 36(3), 283–296. <https://doi.org/10.1080/03057240701643056>
Hasanah, U. (2021). Rhetoric in Islamic tradition: Paradigm and its development. Komunika: Jurnal Dakwah Dan Komunikasi, 15(2), 241–252. <https://doi.org/10.24090/komunika.v15i2.4570>
Jenkins, M. C., & Moreno, M. A. (2020). Vaccination discussion among parents on social media: A content analysis of comments on parenting blogs. Journal of Health Communication, 25(3), 232–242. <https://doi.org/10.1080/10810730.2020.1737761>
Krasnikov, A. V., Shultz, C. J., & Rebiazina, V. A. (2022). Consumer responses to COVID policy across the world: The role of community resilience. Journal of International Marketing, 30(4), 60–77. <https://doi.org/10.1177/1069031X221115371>
Laaksonen, S. M. (2016). Casting Roles to Stakeholders – A narrative analysis of reputational storytelling in the digital public sphere. International Journal of Strategic Communication, 10(4), 238–254. <https://doi.org/10.1080/1553118X.2016.1159564>
Lee, M. A., & Kawachi, I. (2019). The keys to happiness: Associations between personal values regarding core life domains and happiness in South Korea. PLoS ONE, 14(1), 1–14. <https://doi.org/10.1371/journal.pone.0209821>
Lestari, A. (2025, December 15). Bencana berlarut, psikolog ingatkan ancaman gangguan kecemasan pada penyintas. NU Online. <https://nu.or.id/kesehatan/bencana-berlarut-psikolog-ingatkan-ancaman-gangguan-kecemasan-pada-penyintas-ASk0v>
Manolescu, B. I. (2007). Religious reasons for Campbell’s view of emotional appeals in philosophy of rhetoric. Rhetoric Society Quarterly, 37(2), 159–180. <https://doi.org/10.1080/02773940601021205>
Morrissey, M. (2017). Exhortation and sympathy in the Paul’s Cross Jeremiads. English Studies, 98(7), 661–674. <https://doi.org/10.1080/0013838X.2017.1339994>
Nurfauzi, Y. (2024a, February 18). Nutrisi kesehatan mental untuk caleg gagal menurut Thibbun Nabawi. NU Online. <https://nu.or.id/kesehatan/nutrisi-kesehatan-mental-untuk-caleg-gagal-menurut-thibbun-nabawi-pnrAo>
--------------. (2024b, June 29). Dampak judi online pada kesehatan perspektif neurosains. NU Online. <https://nu.or.id/kesehatan/dampak-judi-online-pada-kesehatan-perspektif-neurosains-GAKOU>
--------------. (2024c, July 27). Neurosains, Thibbun Nabawi, dan pengendalian emosi. NU Online. <https://nu.or.id/kesehatan/neurosains-thibbun-nabawi-dan-pengendalian-emosi-KYt4y>
--------------. (2024d, September 2). Edukasi spiritual dan Thibbun Nabawi untuk pecandu pornografi. NU Online. <https://nu.or.id/kesehatan/edukasi-spiritual-dan-thibbun-nabawi-untuk-pecandu-pornografi-UpGu3>
--------------. (2024e, December 21). Waspada dampak pinjaman online dan utang berlebihan bagi kesehatan tubuh dan mental. NU Online. <https://nu.or.id/kesehatan/waspada-dampak-pinjaman-online-dan-utang-berlebihan-bagi-kesehatan-tubuh-dan-mental-n5AFe>
--------------. (2025a, January 11). Khasiat sujud shalat untuk gejala infeksi HMPV. NU Online. <https://nu.or.id/kesehatan/khasiat-sujud-shalat-untuk-gejala-infeksi-hmpv-Ene3f>
--------------. (2025b, May 2). Mengurangi stres dan kesedihan dengan tafakur. NU Online. <https://nu.or.id/kesehatan/mengurangi-stres-dan-kesedihan-dengan-tafakur-5oKMM>
--------------. (2025c, December 17). Keutamaan relawan tenaga kesehatan bencana dalam Islam. NU Online. < https://nu.or.id/kesehatan/keutamaan-relawan-tenaga-kesehatan-bencana-dalam-islam-fKvOo>
Ort, A., Reinhardt, A., Koch, L., & Rossmann, C. (2023). The emotional effects of gain-loss frames in persuasive messages about sun protection on health promotional outcomes: Evidence from an experimental study. Health Communication, 38(3), 512–521. <https://doi.org/10.1080/10410236.2021.1956072>
Panigyrakis, G., Panopoulos, A., & Koronaki, E. (2020). All we have is words: Applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 39(5), 699–718. <https://doi.org/10.1080/02650487.2019.1663029>
Park, C. L., Magin, Z. E., & Gnall, K. E. (2024). Individuals’ top values and health behavior engagement: Results of a National US survey. Psychology and Health, 41(3), 368–384. <https://doi.org/10.1080/08870446.2024.2417945>
Patel, S. S., Rogers, M. B., Amlôt, R., & Rubin, G. J. (2017). What do we mean by “community resilience”? A systematic literature review of how it is defined in the literature. PLoS Currents, 9, 1–26. <https://pubmed.ncbi.nlm.nih.gov/29188132/>
Perbawaningsih, Y. (2012). Menyoal elaboration likelihood model (ELM) dan teori retorika. Jurnal ILMU KOMUNIKASI, 9(1), 1–17. <https://doi.org/10.24002/jik.v9i1.50>
Phillips, R. J., Beer, O. W. J., & Maleku, A. (2024). Conceptualizing and operationalizing community resilience: A scoping review of the social and health sciences literature. Community Development, 55(2), 174–194. <https://doi.org/10.1080/15575330.2023.2225088>
Rama, A., & Yaman, B. (2025). Islamic crowdfunding and social entrepreneurship: The effect of organizational orientation rhetoric on crowdfunding success. Journal of Social Entrepreneurship, 16(3), 1711–1736. <https://doi.org/10.1080/19420676.2024.2326128>
Ramler, M. E. (2023). When God hurts: The rhetoric of religious trauma as epistemic pain. Rhetoric Society Quarterly, 53(2), 202–216. <https://doi.org/10.1080/02773945.2022.2129755>
Sagiv, L., & Roccas, S. (2021). How do values affect behavior? Let me count the ways. Personality and Social Psychology Review, 25(4), 295–316. <https://doi.org/10.1177/10888683211015975>
Sagiv, L., Roccas, S., Cieciuch, J., & Schwartz, S. H. (2017). Personal values in human life. Nature Human Behaviour, 1(9), 630–639. <https://doi.org/10.1038/s41562-017-0185-3>
Senyapar, H. N. D. (2026). Rethinking crisis communication in public health: Insights from social work and social marketing. Social Work in Public Health, 41(4), 318–331. <https://doi.org/10.1080/19371918.2026.2626377>
Shah, S. S. (2025). Culture and individual attitudes towards responsible consumption. Journal of Islamic Marketing, 16(7), 2077–2112. <https://doi.org/10.1108/JIMA-06-2023-0185>
Solkan, A. (2024, August 10). Perlunya peran keluarga, masyarakat, dan pemerintah untuk atasi gangguan kesehatan mental. NU Online. <https://nu.or.id/kesehatan/perlunya-peran-keluarga-masyarakat-dan-pemerintah-untuk-atasi-gangguan-kesehatan-mental-MSEGt>
Spagnoletti, B. R. M., Bennett, L. R., Kermode, M., & Wilopo, S. A. (2018). Moralising rhetoric and imperfect realities: Breastfeeding promotions and the experiences of recently delivered mothers in urban Yogyakarta, Indonesia. Asian Studies Review, 42(1), 17–38. <https://doi.org/10.1080/10357823.2017.1407291>
Spialek, M. L., & Houston, J. B. (2019). The influence of citizen disaster communication on perceptions of neighborhood belonging and community resilience. Journal of Applied Communication Research, 47(1), 1–23. <https://doi.org/10.1080/00909882.2018.1544718>
West, R. L., & Turner, L. H. (2018). Introducing communication theory: Analysis and application (6th ed.). New York: McGraw-Hill Education.
Young, S. L., & Reynolds, D. J. (2017). “You can be an agent of change”: The rhetoric of new age self-help in enlightened. Western Journal of Communication, 81(1), 1–20. <https://doi.org/10.1080/10570314.2016.1231930>
Zainuddin, N., Dent, K., & Tam, L. (2017). Seek or destroy? Examining value creation and destruction in behaviour maintenance in social marketing. Journal of Marketing Management, 33(5–6), 348–374. <https://doi.org/10.1080/0267257X.2017.1301532>
Zainuddin, N., & Gordon, R. (2020). Value creation and destruction in social marketing services: A review and research agenda. Journal of Services Marketing, 34(3), 347–361. <https://doi.org/10.1108/JSM-01-2019-0046>
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jurnal ILMU KOMUNIKASI is an academic journal. As such, it is dedicated to the open exchange of information. For this reason, JIK is freely available to individuals and institutions. Authors who publish in Jurnal ILMU KOMUNIKASI will release their articles under the Creative Commons Attribution (BY) License. This license allows anyone to copy and redistribute the article in any medium or format as well as remix, transform, and build upon the material for any purpose, even commercially as long as they credit the authors for the original creation. For details of the rights authors grants users of their work, see the "human-readable summary" of the license, with a link to the full license. (Note that "you" refers to a user, not an author, in the summary)
This work is licensed under a Creative Commons Attribution 4.0 International License.
