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All Journal Idarotuna: Jurnal Kajian Manajemen Dakwah
Tika Mutia
[SINTA ID: 6719857] [SCOPUS ID: 57803120600], Universitas Islam Negeri Sultan Syarif Kasim Riau
Religion Education Social Sciences

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Popularisme Pendakwah Perempuan di Media Digital: Sebuah Kajian Netnografi Tika Mutia
Idarotuna Vol. 8 No. 1 (2026): Juni 2026
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/idarotuna.v8i1.40370

Abstract

This study aims to examine how female preachers in Indonesia build, maintain, and negotiate their popularity through digital communication practices. The phenomenon is analyzed using a netnographic approach, covering aspects such as dakwah (religious outreach) content, audience interaction, communication styles, popular themes among women, and the construction of popularity by preachers such as Ustadzah Oki Setiana Dewi and Mamah Dedeh on social media platforms TikTok, Instagram, YouTube, and X from early to mid-2026. The findings indicate that female preachers face the challenge of producing engaging and accessible content without compromising religious substance. This situation gives rise to a negotiation process involving religious values, female identity, popularity, and the logic of digital platforms. The thematic patterns employed by Ustadzah Oki Setiana Dewi emphasize educational and inspirational elements, whereas Mamah Dedeh’s patterns tend to be interactive and consultative.   Keywords: Preachers; Woman; Netnography;Digital Communication  
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