<![CDATA[This research examines the effectiveness of using slang in da'wah among students of the Islamic Broadcasting Communication Study Program (KPI) Bandung Islamic University class of 2023. With a case study-based qualitative approach, this research finds that slang can increase understanding of da'wah messages and strengthen emotional connectedness between preacher and audience. Data was obtained through questionnaires which were analyzed descriptively quantitatively to measure student perceptions regarding the use of slang in preaching. The results show that 75% of respondents consider this approach to be effective, especially in attracting the attention of the younger generation, creating a friendly atmosphere, and avoiding the impression of monotony. However, there are challenges such as the potential for distortion of meaning, a less formal impression, and the risk of being less accepted by a more conservative generation. This research recommends that preachers maintain a balance between the use of slang and the essence of the preaching message, so that this strategy can remain relevant and meaningful for audiences across generations. Thus, slang has the potential to be an effective medium for conveying Islamic values, especially in the digital era which is highly influenced by contemporary culture and technology.]]>
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