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All Journal Jurnal Pendidikan dan Pemberdayaan Masyarakat Ganaya: Jurnal Ilmu Sosial dan Humaniora Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Penelitian Medan Agama G-Couns: Jurnal Bimbingan dan Konseling Jurnal Indonesia : Manajemen Informatika dan Komunikasi Edukasia: Jurnal Pendidikan dan Pembelajaran Maktabatun: Jurnal Perpustakaan dan Informasi Cendekia: Media Komunikasi Penelitian dan Pengembangan Pendidikan Islam Edumaspul: Jurnal Pendidikan
Efi Brata Madya
Universitas Islam Negeri Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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Digital Da’wah as Dialogic Communication: A Media Psychology Approach to Audience Engagement on TikTok Elvi Sumanti; Abdullah Abdullah; Efi Brata Madya
G-Couns: Jurnal Bimbingan dan Konseling Vol. 10 No. 04 (2026): October 2026, G-Couns: Jurnal Bimbingan dan Konseling
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/g-couns.v10i04.9251

Abstract

The rapid growth of short-video platforms has transformed contemporary da’wah, especially on TikTok. This study examines digital da’wah as dialogic communication from a media psychology perspective, focusing on audience engagement. Using a qualitative design, it applies Fairclough’s Critical Discourse Analysis to selected Muslimah influencer content and audience interactions, supported by digital observation, content documentation, comment analysis, and in-depth interviews (NVivo-assisted). This research fills a gap by integrating media psychology, CDA, and Islamic communication to explain how discursive strategies generate psychological engagement in digital da’wah. Findings identify three dialogic patterns affirmative dialogue (supportive alignment), reflective dialogue (self-evaluative negotiation of values), and contested dialogue (critical questioning and boundary-setting). Emotional engagement is dominated by empathy, moral reassurance, and motivational uplift, which drives cognitive involvement through self-reflection and gradual internalization of Islamic values. Cyclical creator–audience interactions also shape ongoing religious meaning-making and Muslimah identity construction. Practically, effective TikTok da’wah should prioritize empathetic framing, prompts for reflection, and responsive comment management to strengthen sustained engagement. Keywords: audience engagement, dialogic communication, digital da’wah, media psychology, muslimah influencers, TikTok
Co-Authors Abdul Hafiz harahap abdullah abdullah Bella Ananda Cinta Mollyka Rambe Elvi Sumanti Feby Mayori Rambe Hijri Sarina Putri Ilham Mirzaya Putra Illisa Alvi Khatibah Khatibah M. Darma Marpaung M.Rafi Aufa Mailin, Mailin Mitha Rosadi Niatul Mukarramah Rizki Ramadhan Nasution Silva Azura T Muhammad Hazrian Yusup Ardiansyah Zainal Arifin