Journal International Dakwah and Communication

THE RHETORIC OF DA’WAH IN THE TIKTOK ERA: AN ANALYSIS OF DIGITAL PREACHERS’ COMMUNICATION STYLES AND THEIR INFLUENCE ON GENERATION Z IN INDONESIA

2025-11-11T01:59:22+07:00

The proliferation of short-form video content on platforms like TikTok has created a new frontier for Islamic preaching (da’wah), fundamentally altering how religious messages are communicated to younger audiences. This digital shift poses new challenges and opportunities, particularly in engaging Generation Z in Indonesia, a demographic highly active on the platform. This research aims to analyze the rhetorical communication styles of prominent Indonesian digital preachers on TikTok and to assess their influence on the religious perceptions and engagement of Generation Z. Employing a qualitative methodology combining virtual ethnography and critical discourse analysis of popular da’wah videos, complemented by online interviews with Gen Z users, this study delves into contemporary Islamic communication. The results identify a predominant use of relatable storytelling, humor, and trend-integration as key rhetorical strategies. These styles foster high engagement and a personalized religious connection among youth but also risk oversimplifying complex theological issues. In conclusion, the rhetoric of da’wah on TikTok marks a significant evolution in religious discourse, effectively capturing the attention of Generation Z but also highlighting a critical need for digital religious literacy to ensure deeper understanding.

URBAN MUSLIM COMMUNITY DEVELOPMENT: A PARTICIPATORY COMMUNICATION MODEL BASED ON MOSQUES AS CENTERS FOR SOCIAL CHANGE

2025-11-11T02:07:20+07:00

Urbanization in many Muslim-majority contexts has led to significant social challenges, including community fragmentation and economic disparity. While mosques are central spiritual hubs, their potential as catalysts for comprehensive community development is often underutilized, and conventional top-down development models frequently fail to address localized needs. This research aims to develop and validate a participatory communication model that positions the mosque as a central actor for facilitating sustainable, community-led social change. Employing a Participatory Action Research (PAR) methodology over two years in three urban Indonesian mosques, the study engaged community members and leaders through collaborative workshops and in-depth interviews. The research resulted in the “Masjid-Centric Participatory Communication (MCPC)” model, a four-stage framework encompassing mutual assessment (Ta’aruf), participatory planning (Tashawur), collaborative implementation (Tanfidz), and collective evaluation (Taqwim). Application of the model successfully initiated community-led projects in micro-finance, youth digital literacy, and environmental care, demonstrating a marked increase in social cohesion and civic engagement. The study concludes that a culturally-resonant, participatory communication model centered on the mosque can effectively transform it from a place of worship into a dynamic hub for sustainable urban development, fostering both social and spiritual well-being.

CONTEMPORARY DA’WAH BROADCASTING MANAGEMENT: COMPETITIVE STRATEGIES OF ISLAMIC TV STATIONS AND YOUTUBE CHANNELS IN RETAINING AUDIENCES

2026-01-04T22:03:19+07:00

The rapid digitalization of religious engagement has precipitated an intense rivalry between established Islamic television stations and emerging YouTube channels. This study investigates the competitive management strategies employed by these entities to optimize audience retention within a saturated media landscape. Adopting a qualitative comparative case study design, the research analyzes operational workflows and engagement metrics from national TV networks and high-performing digital channels. Data were gathered through in-depth interviews with station managers and content creators, supplemented by secondary analysis of digital analytics. The results identify a stark strategic divergence: television stations remain constrained by rigid, supply-side bureaucratic models that yield declining viewership, whereas YouTube channels utilize agile, demand-side strategies to achieve superior retention. Specifically, digital entities leverage real-time algorithmic feedback to maximize engagement, a competency largely absent in traditional broadcasting. The study concludes that the sustainability of contemporary Da’wah broadcasting depends on shifting from capital-intensive infrastructure to data-driven managerial agility. These findings offer a novel framework for “Algorithmic Da’wah Management,” suggesting that institutional authority is no longer sufficient without the integration of adaptive digital strategies to capture the modern viewer’s attention.