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All Journal Liwaul Dakwah: Jurnal Kajian Dakwah dan Masyarakat Islam Journal of Noesantara Islamic Studies
Pramula, Beni
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Religion Arts Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Komunikasi Parasosial Dai Milenial: Strategi Intimasi di Instagram dan Tiktok Famuji, Untung; Nurhaidah, Siti Nuri; Pramula, Beni; Yasin, Fikri
Liwaul Dakwah: Jurnal Kajian Dakwah dan Masyarakat Islam Vol. 15 No. 2 (2025): Liwaul Dakwah: Jurnal Kajian Dakwah dan Masyarakat Islam
Publisher : Fakultas Ushuluddin Adab dan Dakwah IAIN Lhokseumawe

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47766/liwauldakwah.v15i2.7081

Abstract

This study examines parasocial communication between millennial dai and their audiences on Instagram and TikTok within the context of digital Islamic preaching. The shift of da‘wah from conventional spaces to social media not only transforms the medium of religious communication but also reshapes communicative relations, intimacy construction, and the legitimation of religious authority. This study aims to analyze the strategies of parasocial intimacy construction employed by millennial dai and to compare how these strategies differ across Instagram and TikTok. Adopting a qualitative approach, this research employs digital netnography, multimodal content analysis, and audience reception interviews. Data were collected through sustained observation of five popular millennial dai, analysis of high-engagement Instagram posts and TikTok videos, and semi-structured interviews with active followers. The findings reveal that millennial dai employ six primary intimacy construction strategies: personal self-disclosure, interactive responsiveness, relatable informal language, emotional storytelling, behind-the-scenes content, and participation in digital trends. Cross-platform analysis shows that Instagram tends to foster curated and aspirational intimacy, whereas TikTok produces intimacy that appears spontaneous through casual expression and viral culture. However, the study demonstrates that such authenticity is performative and strategically adapted to platform-specific affordances. The findings further indicate that digital intimacy does not necessarily dilute religious messages, but rather transforms hierarchical preacher–audience relations into more fluid and communicative forms. At the same time, millennial dai operate within the logic of the attention economy and micro-celebrity culture, which may strengthen audience attachment while also posing risks of religious commodification and persona-centered devotion. Theoretically, this study contributes to parasocial communication scholarship within digital religion studies; practically, it offers a critical understanding of contemporary Islamic preaching in social media environments.
A CYBER DA’WAH COMMUNICATION MODEL: STRATEGIES AND MESSAGE EFFECTIVENESS ON SOCIAL MEDIA Pramula, Beni
Journal of Noesantara Islamic Studies Vol. 2 No. 6 (2025)
Publisher : Yayasan Adra Karima Hubbi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/jnis.v2i6.2987

Abstract

The rapid development of digital communication technology has significantly transformed the practice of da’wah, particularly through the use of social media as a primary platform for conveying Islamic messages. This study analyzes a cyber da’wah communication model by focusing on communication strategies, interaction patterns, and message effectiveness across social media platforms such as Instagram, YouTube, TikTok, and X. Employing a qualitative approach based on literature review and observation of digital da’wah content, this research finds that effective cyber da’wah depends not only on message substance but also on the da’i’s ability to adapt communication styles to platform characteristics. Strategies such as storytelling, the use of simple and relatable language, visual and audiovisual integration, and consistent content production are essential. Moreover, cyber da’wah promotes participatory and interactive communication, enabling audiences to actively engage in discussions and feedback. Message effectiveness is influenced by communicator credibility, message clarity, relevance to contemporary issues, and digital literacy.
Co-Authors Famuji, Untung Nurhaidah, Siti Nuri Yasin, Fikri