DOI of the published article https://doi.org/10.23969/jp.v11i03.60422
Analysis of Da'wah Strategy from the Perspective of Persuasive Communication in Social Media Content as a Medium of Islamic Religious Education in the Digital Era
Analisis Strategi Dakwah dalam Perspektif Komunikasi Persuasif pada Konten Media Sosial sebagai Media Pendidikan Agama Islam di Era Digital
DOI:
https://doi.org/10.21070/ups.12279Keywords:
da'wah strategy, persuasive communication, social media, etho logos and pathos, islamic religious educationAbstract
The development of digital media has transformed da'wah patterns from conventional approaches into more interactive practices that reach wider audiences through social media platforms. This phenomenon raises the need to systematically examine how da'wah strategies are designed and implemented within the framework of persuasive communication, particularly in the digital da'wah content developed by Ustadz Adi Hidayat. This study aims to examine the pattern of da'wah strategy, analyze the implementation of persuasive communication principles (ethos, logos, and pathos), and assess the effectiveness of the strategy in influencing audience understanding and attitudes.
This study employs a descriptive qualitative method with a content analysis approach toward da'wah material documented in video and transcript form. The findings show that Ustadz Adi Hidayat's da'wah strategy simultaneously integrates the three rhetorical elements: ethos built from academic and scholarly credibility, logos constructed through systematic explanation and whiteboard visualization, and pathos delivered through the bil mau'izhah al-hasanah approach.
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