Strategi Komunikasi Dai Muda Dalam Menyampaikan Pesan Dakwah Kepada Gen Z Melalui Media Sosial

Abstract

The development of information technology has changed the landscape of da'wah, especially through social media, which has become the primary interaction space for Generation Z (Gen Z). This phenomenon has encouraged the emergence of young da'wah (preachers) who utilize digital platforms such as Instagram, TikTok, and YouTube to creatively convey da'wah messages. This study aims to describe and analyze the communication strategies used by young da'wah preachers in reaching Gen Z through social media. Using a qualitative approach with a case study design, data were obtained through in-depth interviews with four young da'wah preachers active on social media, content observation, and documentation of audience interactions. Data analysis was conducted using the Miles & Huberman model through the stages of data reduction, data presentation, and drawing conclusions, with data validity guaranteed through triangulation of sources and techniques. The results show that the communication strategies used include selecting platforms according to Gen Z preferences, using casual language with an Islamic nuance, utilizing digital trends such as short videos, music, and memes, and two-way interaction to build emotional closeness. Supporting factors for this strategy include easy access to technology, the popularity of digital trends, and community support, while obstacles include negative comments, limited resources, and fluctuating social media algorithms. In conclusion, adaptive, creative, and participatory communication strategies can increase Gen Z's involvement in digital da'wah activities.