A framework of the Concept of “persuasive Ethical Guidance” Attitude ( A Grounded Theory Approach)

The ideal of any "moral guidance" is for the audience to accept it; in such a way that his "attitude" or "behavior" changes. One of the persuasive factors of the audience is the guiding person. This qualitative research sought to identify and scientifically analyze the dimensions of persuasive ethical guidance in today's society.

This research is qualitative and was done using a grounded theory approach with a religious approach. Data sources included the Qur'an, hadith, and interviews; which were coded in three stages and its findings finally explained the paradigmatic model of persuasive moral guidance with a religious approach.

The research findings showed that persuasive guidance is a helpful relationship based on the dual field of wisdom-power; The "central category" is the persuasive guiding character, the auxiliary morality, which includes the categories of kindness, fairness, cheerfulness, and honesty. Also, the dual ability of the guide in wisdom and power as a "context" affects the persuasion process as a "strategy" and their communication structure and content act as "mediating conditions" and lead to the "consequence" of persuading the audience.

The moral guide character is related to Persuasion the audience and its formation in the presented conceptual framework will pave the way for strengthening the guiding human resources in the society.