PUISI DAN RETORIKA SEBAGAI MEDIA DAKWAH: ANALISIS NILAI NILAI MORAL DAN ETIKADALAM SASTRA ARAB PRA-ISLAM

Abstract

This study examines the role of poetry and rhetoric in preislamic arabic literature (jahiliyah) as a means of conveying
moral and ethical values. Although this period is often labeled
“jahiliyah”, poetry played a crucial role in shaping the outlook
of arab society, including teaching courage, honesty, respect
for guests, and solidarity. The research method used was
qualitative, with literature review and content analysis of
jahiliyah poetry texts. The results show that rhetoric in poetry
uses figures of speech, hyperbole, repetition, and satire to
reinforce moral messages. In conclusion, pre-islamic poetry,
although not a formal form of islamic da’wah, served as a
medium for conveying universal values that would later be
perfected by islam.