477 KB45 KB199420242003Ayish, Muhammad I.letnik:10številka:2str. 79-92ISSN:1318-3222COBISSID:22323805URN:URN:NBN:SI:doc-Q8M9LVICenEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)arabske državecommunicationcommunication sciencesislamkomuniciranjekomunikacijska teorijakomunikologijasociologija komunikacijBeyond western-oriented communication theories| a normative Arab-islamic perspective|For many decades, communication as a theoretical field of study has been dominated by Western-oriented perspectives that arose in the context of media perceptions in Western Europe and North America. Western communication theories have been promoted around the world as possessing a strong element of universalism. In recent years, this approach has been challenged on the basis of obfuscating the cultural peculiarities of non-Western societies as significant components of communication theorization. In this article, the author presents a normative Arab-Islamic perspective as a basis for future communication theory building in the Arab-Islamic context. Drawing on the notion of "Worldview," the Arab-Islamic perspective identifies four antithetical conceptual constructs that bear on the nature of communication: individualism-conformity, transcendentalism-existentialism, intuitive-rationalprocesses, and egalitarianism-hierarchy. The author concludes that Arab-Islamic communication patterns are formalistic, indirect, hyperbolic, asymmetrical, metaphysical and orally biasedDesetletja v komunikacijskih študijah prevladujejo zahodno usmerjene perspektive, ki so se razvile v Zahodni Evropi in Severni Ameriki. Zahodne teorije komuniciranja so v svetu propagirane s poudarjanjem elementa univerzalizma. V zadnjih letih je ta pristop kritiziran zaradi zanemarjanja kulturnih specifičnosti ne-zahodnih družb kot pomembnih razsežnosti komunikacijskih teorij. V članku avtor predstavlja normativno arabsko-islamsko perspektivo kot temelj bodoče teorije komuniciranja, ki bi izhajala iz arabsko-islamskega konteksta. V navezavi na pojem "svetovni nazor" arabsko-islamska perspektiva identificira štiri antitetične pojme, ki zadevajo naravo komuniciranja: individualizem - konformnost, transcendentalizem - eksistencializem, intuitivni - racionalni procesi ter egalitarizem - hierarhičnost. Avtor zaključuje, da so arabsko-islamski vzorci komuniciranja formalizirani, posredni, hiperbolični, asimetrični, metafizični in oralno usmerjeniTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM