Application of Islamic Communication Principles in the Interaction between Broadcasters and Listeners at Most 99 FM Radio Medan

Abstract

This study aims to analyze the forms of interaction between broadcasters and listeners at Radio MOST 99 FM Medan, examine the application of Islamic communication principles in these interactions, and identify the factors that facilitate and hinder their implementation. This study employed a qualitative method with a case study approach. The findings indicate that broadcaster–listener interactions occur actively through WhatsApp, telephone calls, and social media, fostering two-way communication characterized by information exchange, feedback, and emotional closeness. Six Islamic communication principles are reflected in these interactions. Qaulan Sadida (truthful speech) is demonstrated through the delivery of accurate and verified information. Qaulan Baligha (effective and appropriate speech) is applied through clear and easily understandable language. Qaulan Ma'rufa (good and appropriate speech) is reflected in the use of polite language and the avoidance of sensitive issues related to ethnicity, religion, race, and intergroup relations (SARA), as well as provocative and conflict-inducing statements. Qaulan Layyina (gentle speech) is manifested through a gentle, empathetic, and non-confrontational approach when responding to listeners. Qaulan Karima (noble and respectful speech) is demonstrated through equal and respectful treatment of listeners regardless of their backgrounds. Meanwhile, Qaulan Maisura (speech that is easy to accept and understand) is applied through the use of simple, accessible, and conversational language. Among these principles, Qaulan Sadida is the most dominant, as broadcasters consistently ensure that the information they deliver is derived from valid and reliable sources. The implementation of these principles is supported by broadcaster professionalism, adherence to broadcasting Standard Operating Procedures (SOPs), and active listener participation. However, several challenges remain, including technical disruptions, limited broadcast time, and diverse audience characteristics. The study concludes that the application of Islamic communication principles contributes to the development of ethical, effective, and harmonious broadcaster–listener interactions while strengthening listener trust in Radio MOST 99 FM Medan.