<![CDATA[This study examines the representation of K.H. Hasyim Asy'ari's da'wah bil-hikmah method in the film Sang Kiai (2013) by Rako Prijanto. Da'wah bil-hikmah is understood as a da'wah approach that emphasizes wisdom, exemplary behavior, and persuasive communication in accordance with the social context. This study uses a descriptive qualitative approach with Roland Barthes's semiotic analysis to identify the denotative, connotative, and mythical meanings that represent the practice of da'wah bil-hikmah in the film's storyline, characters, and moral message. The results show that the film Sang Kiai represents K.H. Hasyim Asy'ari as a scholar and leader who implements da'wah bil-hikmah through four main approaches: wisdom in taking action, gentle persuasion, moral example, and utilizing social and cultural contexts as a means of da'wah. These findings confirm that film can function as an effective da'wah medium in conveying Islamic values in a contextual and moderate manner.]]>
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