Communication Strategy for Islamic Propagation on Social Media: Case Study of the Use of YouTube by Religious Figures
Keywords:
Communication Strategy, Da'wah, Social Media, YouTube, Religious FiguresAbstract
This study aims to analyze the da'wah communication strategies used by religious figures in delivering Islamic messages through the YouTube platform. In the digital era, social media has become a primary means for spreading da'wah more broadly, quickly, and interactively. YouTube, as a video-based medium, enables preachers or religious figures to reach audiences across different ages, regions, and social backgrounds. This research adopts a qualitative approach using a case study method by observing and analyzing the da'wah content of several religious figures: Ustadz Abdul Somad, Ustadz Adi Hidayat, and Ustadz Khalid Basalamah. The results indicate that da'wah in the digital era, particularly through platforms like YouTube, has evolved rapidly, allowing preachers to reach wider audiences with creative and relevant content. Ustadz Abdul Somad (UAS) utilizes social media with a communicative approach involving humor and simple language, adapting his messages to the social and cultural context of the audience, making it accessible to various groups. Ustadz Adi Hidayat combines a systematic educational approach with an academic style that is easy to grasp, leveraging platform features to broaden his reach and build a dynamic learning community. Meanwhile, Ustadz Khalid Basalamah adopts a heartfelt preaching method, such as Mau'izhoh Hasanah, and engages in real actions through social and educational activities, actively interacting with his audience through comments to strengthen two-way communication. These three figures have successfully utilized technology to spread Islamic values effectively and innovatively.
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