Negative associations in address terms: Integrating the Living Qur’an into linguistic culture in the digital era

Abstract

Language reflects a society's culture, including the way people address one another. However, many forms of address contain negative associations, rooted in stereotypes, social bias, and cultural heritage. This study aims to explore how Living Qur’an—as a concept of interpreting and practicing the Qur’an in daily life—can be integrated into language culture to reduce negative associations in forms of address, particularly in the digital era. Using a qualitative approach, the research analyzes various nicknames with negative connotations and proposes strategies for incorporating Qur’anic values to foster more constructive communication. The findings reveal that digitalization and communication technologies play significant roles in shaping and disseminating language patterns, both positively and negatively. Leveraging technology grounded in Qur’anic values—such as through social media education, Islamic language applications, and awareness campaigns—can be an effective strategy to eliminate harmful language practices. Integrating Qur’anic values into the digital ecosystem is essential for cultivating healthier communication norms. 

Keywords: Negative associations; Living Qur’an; linguistic culture; address terms; digital era