The Implementation of Qaulan Ma’rufa Da’wah Strategies in Short-Format Videos
A YouTube Case Study
Abstract
This study examines the implementation of qaulan ma’rufa da’wah strategies in short-form da’wah on YouTube, specifically in the one minute booster episodes by Ustadzah Haneen Akira. The background of this research lies in the growing demand for digital da’wah content that is concise, substantial, and relevant to the 5.0 era. The purpose of this study is to describe the da’wah strategies employed and to assess their relevance to Al-Bayanuni’s da’wah strategy theory and Kotler and Keller’s social media theory. This research adopts a descriptive qualitative approach, utilizing Klaus Krippendorff’s content analysis on 44 one minute booster videos. The findings indicate that the qaulan ma’rufa da’wah strategy is implemented through three main categories: sentimental with 18 quotations, rational with 25 quotations, and sensorial with only 1 quotation. This strategy proves effective in fostering emotional closeness, providing logical reasoning, and presenting aesthetic experiences for the audience. In conclusion, short-form da’wah based on qaulan ma’rufa is not only consistent with Islamic principles but also relevant to modern digital communication patterns, thereby contributing to the strengthening of da’wah in the realm of social media.
Keywords: Qaulan ma’rufa, da’wah strategy, social media, YouTube
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