E-Da’wah Strategy on Modern Pesantren using Religious Song Kembalilah - Ahmad Fauzi; Nur Aini Shofiya Asy'ari; Aditya Fahmi Nurwahid (Universitas Darussalam Gontor, 2022)
AbstractThis study aims to find out how the e-da’wah strategy of Pondok Modern Darussalam Gontor is through the song “Kembalilah” that uploaded on Youtube. Using descriptive qualitative methode, the data were obtained from interviews, observations and documentation. It reduced, presented, and concluded, also verified through source triangulation and method triangulation. The results finds that e-da’wah is carried out with a communication strategy of determining communicators, target audiences, messages and media. “Kembalilah” portrayed Kyai, Ustad and Santri Pondok Modern Darussalam Gontor and even some national artists who have credibility, attractiveness and power. Credibility can be seen from their identity as people with high religious knowledge. Power is seen in the selection of Kyai as the leader of the Pondok who has charisma, authority, and the competency on religious aspect. The attractiveness of communicators is seen from the similarity of social status and Islamic ideology so that they are able to convey da’wah messages to educate according to the character of their audiences; Muslims, 18-24 years,students and alumni of Pesantren. However, thetarget audiencein general iseveryone who can receivethe message of kindness. Da’wah messages highlight persuasive messages in the form of warnings that Allah’s punishment is very painful in the form of floods, landslides, volcanic eruptions, and epidemics (fear appeal) but pleasure (forgiveness) for those who repent (reward appeal) which at the same time motivates them to return to the way of Allah (motivational appeal). The whole message is conveyed using a two-side issue technique, which is to give a good and bad picturefor people who are grateful and the unbelievers. To expand theinfluence of da’wah messages, GontorTV uses YouTube and social media (Instagram, Facebook and WhatsApp as a cross media strategy). AbstrakPenelitian ini bertujuan mengetahui bagaimana strategi e-dakwah Pondok Modern Darussalam Gontor melalui lagu “Kembalilah” yang diupload di Youtube. Metode penelitian menggunakan kualitatif deskriptif. Data penelitian diperoleh dari wawancara, observasi dan dokumentasi yang kemudian direduksi, disajikan dan ditarik kesimpulan yang sebelumnya telah diverifikasi melalui triangulasi sumber dan triangulasi metode. Hasil penelitian menunjukkan bahwa e-dakwah dilakukan dengan strategi komunikasi penetapan komunikator, sasaran khalayak, pesan dan media. Lagu Kembalillah memilih Kyai, Ustad dan Santri Pondok Modern Darussalam Gontor bahkan beberapa artis nasional yang memiliki kredibilitas, daya tarik dan power. Kredibilitas terlihat dari identitas mereka sebagai orang dengan ketinggian ilmu agama. Power terlihat pada pemilihan Kyai sebagai pimpinan Pondok memiliki kharisma, wibawa otoritas dan kemampuan pemenuhan kebutuhan Agama. Daya tarik komunikator dilihat dari kesamaan status sosial dan ideologi Islam sehingga mampu menyampaikan pesan dakwah untuk mengedukasi sesuai karakter khalayaknya yaitu muslim, berusia 18-24 tahun yang merupakan santri dan alumni Pesantren. Meskipun demikian, sasaran khalayak secara umum adalah semua orang yang bisa menerima pesan kebaikan. Pesan dakwah menonjolkan pesan persuasif berupa peringatan bahwa azab Allah sangat pedih berupa banjir, longsor, gunung meletus, dan wabah penyakit (fear appeal) namun nikmat (ampunan) bagi yang bertaubat (reward appeal) yang sekaligus memotivasi untuk kembali ke jalan Allah (motivational appeal). Keseluruhan pesan tersebut disampaikan dengan teknik two side issue yaitu memberikan gambaran baik dan buruk bagi orang yang bersyukur dan kufur. Untuk memperluas pengaruh pesan dakwah, Gontortv menggunakan youtube dan media sosial (Instagram, facebook dan whatsapp sebagai strategi cross media (peyilangan media)