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All Journal Waraqat : Jurnal Ilmu_Ilmu Keislaman Advances In Education Journal
Untung Famuji
Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto, Indonesia
Religion Education Languange, Linguistic, Communication & Media

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Media Digital sebagai Instrumen Pembelajaran Agama: Perspektif Komunikasi Budaya dalam Pendidikan Islam Untung Famuji; Eri Syahriyah
Advances In Education Journal Vol. 2 No. 3 (2025): Advances In Education Journal (Desember)
Publisher : Yayasan Al-Afif

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Abstract

This study explores the role of digital media as an instructional instrument in Islamic education through the lens of cultural communication. The research addresses the global transformation of Islamic pedagogy in the digital era, where online platforms, social media, and virtual learning spaces increasingly shape religious learning experiences. The objective is to analyze how digital media function not only as tools for transmitting religious knowledge but also as spaces of intercultural negotiation within Muslim societies worldwide. Employing a qualitative, interpretive approach with multi-case study design, this research examines digital Islamic learning platforms in Indonesia, Egypt, the United Kingdom, and Malaysia through content analysis, interviews, and participatory observation. The findings reveal that digital media foster new forms of transnational Islamic identity, promote interactive and participatory religious engagement, and create hybrid learning models that blend traditional and contemporary pedagogical approaches. However, challenges related to religious authority, content authenticity, and cultural adaptation require careful attention. The study concludes that integrating digital media into Islamic education requires a communication model rooted in cultural sensitivity and dialogic pedagogy, ensuring technology serves as an enabler of spiritual growth, critical thinking, and ethical reflection while respecting diverse interpretations across Muslim communities.
Constructing Islamic Preacher Personal Branding via Digital Public Relations Strategies on Instagram and TikTok: a Comparative Case Study of Gus Kautsar untung famuji; Enung Asmaya; Gozali; Siti Nuri Nurhaidah; Ahmad
WARAQAT : Jurnal Ilmu-Ilmu Keislaman Vol. 11 No. 1 (2026): Waraqat: Jurnal Ilmu-Ilmu Keislaman
Publisher : Pusat Penelitian dan Pengabdian pada Masyarakat (P3M) Sekolah Tinggi Agama Islam As-Sunnah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51590/waraqat.v11i1.1327

Abstract

The dissemination of Islam in Indonesia is undergoing a paradigm shift in which a preacher’s image is constructed in a decentralized manner through social media, with public relations (PR) operating not top-down from official management but through organic fan participation. This study maps and compares content strategies on Instagram and TikTok in constructing the personal branding of Gus Kautsar as an authentic, humble preacher close to Millennials and Generation Z. Employing a qualitative comparative case study design, it analyzes the 120 most popular content pieces from major fan-page accounts between January 2024 and March 2026, using thematic reduction with the eight laws of personal branding (Montoya, 2002) as the primary framework, supported by the Share/Optimize/Manage/Engage digital PR model (Luttrell, 2018) and a parasocial intimacy strategy matrix for millennial preachers. The findings reveal a complementary synergy between the two platforms that forms an audience engagement funnel: TikTok dominates the top-funnel awareness function through short, humorous clips, distinctive linguistic accents, and high virality, while Instagram assumes the mid-to-bottom funnel role, facilitating the depth of dawuh (teachings) narratives, visual aesthetics, and contemplative community interaction. Gus Kautsar’s branding is thus constructed cohesively through an organic, polycentric PR ecosystem without his official account, with message authenticity and emotional resonance as the primary catalysts mobilizing fans as active distribution agents. The study contributes to digital PR literature by demonstrating the effectiveness of organic earned media in syiar practices and offering a hybrid strategic framework for preachers and Islamic institutions navigating the algorithmic ecosystem.
Co-Authors Ahmad Enung Asmaya Eri Syahriyah Gozali Siti Nuri Nurhaidah