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All Journal MUHARRIK: JURNAL DAKWAH DAN SOSIAL ISTIFHAM
Putri Nasution, Mutia El Ilmi
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Religion Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Transformation of Women's Religious Authority in Digital Da'wah: an Analysis of Ustadzah Oki Setiana Dewi Putri Nasution, Mutia El Ilmi; Tumanggor, Rusmin
MUHARRIK: Jurnal Dakwah dan Sosial Vol. 8 No. 1 (2025): Muharrik: Jurnal Dakwah dan Sosial
Publisher : Fakultas Dakwah Institut Agama Islam Sunan Giri Ponorogo

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Abstract

  This study examines how female preachers in Indonesia cultivate and sustain religious authority in the digital sphere, particularly within a patriarchal context where their visibility and legitimacy remain contested. While online da’wah and personal branding have been widely studied, little research addresses the intersection of gender, charisma, and mediatized communication, especially across multiple platforms. Focusing on Ustadzah Oki Setiana Dewi a prominent preacher active on YouTube, Instagram, TikTok, Threads, and Facebook. This research explores how Weber’s concept of charismatic authority is embodied and reconfigured online, and how Hjarvard’s mediatization of religion explains these processes. Using qualitative content analysis of 30 purposively selected posts over three months, complemented by non-participatory netnographic observation, the study captures thematic depth and multimodal performance, integrating narrative and visual analysis with media theory. Findings show that Oki's digital charisma is built through emotional storytelling, consistent aesthetic branding, and active audience engagement. This enables her to bypass certain institutional constraints while remaining shaped by platform logics. These results affirm Weber's view of charisma as relational and mediatization theory's emphasis on the media's active role. Limitations include the single case design, the absence of audience interviews, and the restricted timeframe. The study urges religious institutions to engage female preachers, enhance digital literacy, and explore comparative or longitudinal research on women's digital religious authority.
Public Relations Management in Improving School Quality at Ar-Risalah Islamic Boarding School Anisa, Fira Nur; Putri Nasution, Mutia El Ilmi
ISTIFHAM Vol 3 No 3 (2025)
Publisher : Seutia Hukamaa Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71039/istifham.v3i3.112

Abstract

This study analyses the role of public relations management in improving school quality at Madrasah Aliyah Ar Risalah Padang. This Islamic educational institution continues to adapt to the development of digital communication in the era of society 5.0. Using a qualitative design with sociological and anthropological approaches, this research applies digital content analysis to the institution’s official website and Instagram publications from 2019 to 2024, combined with relevant literature. The theoretical framework integrates three perspectives, namely Digital Public Relations by Kent and Taylor, Total Quality Management, and Image Restoration Theory by Benoit. Through these perspectives, the study explores how public relations contributes to institutional communication, quality assurance, and the strengthening of reputation. The findings show that the public relations division plays a central role in fostering transparent communication, sustaining continuous interaction with stakeholders, enhancing teacher professionalism, and disseminating student achievements that support institutional branding. Public relations practices at Ar Risalah also enhance the institution’s ability to respond to issues by fostering openness and implementing corrective measures that maintain public trust. This study concludes that integrated public relations management functions as a strategic instrument for enhancing school quality while positioning Ar Risalah as a competitive model for digitally oriented Islamic education.
Co-Authors Anisa, Fira Nur Tumanggor, Rusmin