The role of de-westernization as a concept is to internalize how global knowledge is generated, suggesting an epistemic shift away from Eurocentric ideas. Social and communication studies have long adopted and embrace the empowerment of such ideas until the De-westernization came to being. On a different spectrum, many Muslim scholars have been deeply involved with the concept of Islamization of knowledge which gained momentum in the 80s. As what Al-Faruqi suggested in the late 1980s, awareness towards Islamization of knowledge requires the Muslims to embrace the legacy of Islamic teaching but at the same time master the modern discipline and find methods of assimilation of both knowledge so that the religion can be shared and disseminated through the modern context. This conceptual paper explores the dependency on the new media especially utilizing the social media platform is what the new dai'e and modern dak'wah have established, knowing really well of its power on the society as a communication platform. These social media such as Facebook and Instagram are used in disseminating and persuading the people towards good deeds. This amongst other things are some of the aspects of de-westernization process that can be seen in this generation in spreading Islamic content and knowledge.

Whether targeting the public or the media especially journalist or editors, websites exist to ensure the information is available for people to access based on few criteria. This paper intends to explore the utilization of webpage in conveying Public Relation (PR) communication between Islamic higher learning institutions. Qualitative content analysis method was used to compare the differences in PR perspective between Universiti Sains Islam Malaysia (USIM), Univeristi Islam Antarabangsa Malaysia (UIAM) and Kolej Universiti Islam Antarabangsa Selangor (KUIS) websites. The findings of this study indicated that the webpages analyzed were relatively interactive in nature and that they are focusing on the important PR elements and strategies. In conclusion, more often than not, the three websites analyzed consider the PR aspects of the design and taking into account the nature of the web community who wants fast and usable information that can educate rather than told.