RESEPSI AUDIENS TERHADAP DAKWAH HUMANIS DI INSTAGRAM: ANALISIS KONTEN REFLEKTIF AKUN INSTAGRAM @SANTOSIM: ANALISIS KONTEN REFLEKTIF AKUN INSTAGRAM @SANTOSIM - Artanti, Desnas; Saefullah, Aris (Universitas Nahdlatul Ulama Al Ghazali Cilacap, 2025)
Abstrak Perkembangan media sosial telah mendorong pergeseran dakwah menuju pendekatan yang lebih dialogis dan humanis di ruang digital. Penelitian ini menganalisis resepsi audiens terhadap dakwah humanis yang disampaikan melalui akun Instagram @santosim, yang menonjolkan nilai refleksi, empati, dan spiritualitas keseharian. Menggunakan pendekatan kualitatif interpretatif melalui analisis isi netnografis, penelitian ini mengamati interaksi audiens pada kolom komentar, like, dan share. Hasil penelitian menunjukkan tiga bentuk resepsi utama: afirmatif, introspektif, dan partisipatoris. Temuan ini menegaskan bahwa keberhasilan dakwah humanis tidak hanya ditentukan oleh isi pesan, tetapi oleh kemampuan membangun ruang dialogis yang memungkinkan audiens turut membentuk makna dakwah. Dakwah humanis potensial memperkuat spiritualitas inklusif dan moderasi beragama di media digital. Kata Kunci: dakwah humanis, resepsi audiens, netnografi, media sosial Abstract Social media has encouraged a shift in Islamic preaching toward more dialogical and humanistic approaches in digital public spheres. This study analyzes audience reception of humanistic dakwah conveyed through the Instagram account @santosim, which emphasizes reflection, empathy, and everyday spirituality. Using a qualitative interpretive approach and netnographic content analysis, audience interactions through comments, likes, and shares were examined. The findings reveal three dominant reception types: affirmative, introspective, and participatory. The study highlights that the effectiveness of humanistic dakwah lies not only in message content but in its ability to construct dialogical digital spaces that enable shared meaning-making between creator and audiences. Humanistic dakwah has strategic potential in promoting inclusive spirituality and religious moderation within digital environments. Keywords: humanistic dakwah, audience reception, netnography, social media