<![CDATA[Digital dawah in Indonesia demonstrates an increasingly complex diversity of communication styles alongside the transformation of YouTube into a new space of religious authority. Previous studies have tended to examine dawah rhetoric on a single figure separately using Aristotle's framework of ethos, pathos, and logos, without comparing how these three pillars manifest differently across distinct communicator archetypes. This study aims to construct a typology of digital dawah rhetoric by comparing three archetypes of Indonesian YouTube preachers who represent different bases of authority: charismatic-traditional, personal-emotional, and cognitive-instructional. The study employs a descriptive qualitative approach with a cross-case meta-synthesis method applied to three cases of digital dawah rhetoric that have been academically documented. The results of the study show that ethos, pathos, and logos do not operate uniformly, but rather undergo modulation in accordance with the communicator's basis of authority: ethos can originate from scholarly lineage (sanad), personal authenticity, or precision of memory and reference; pathos can be based on a theology of joy, personal humor, or be barely prominent; while logos can take the form of simple syllogisms, everyday analogies, or philological deconstruction. The novelty of this study lies in the formulation of a typological model that positions cognitive mechanisms (Method of Loci, Dual Coding) as variations of classical ethos and logos, rather than as separate frameworks, while simultaneously proposing that rhetorical effectiveness is determined by the alignment between the communicator's basis of authority and the psychological-cognitive character of the target audience. The implications of this study provide a map of rhetorical strategies for digital da'is (preachers) according to their basis of authority and the audience segmentation they wish to target, while expanding the scope of Aristotle's rhetorical theory within contemporary Islamic Communication and Broadcasting studies.]]>
