<![CDATA[Abstrak Penelitian ini bertujuan menganalisis retorika dakwah digital mahasiswa Program Studi Manajemen Dakwah STAI Ar-Ridho Bagansiapiapi dalam mengadaptasi pesan keagamaan di media sosial. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi aktivitas media sosial, dan analisis konten menggunakan teknik analisis tematik melalui proses coding secara induktif dan deduktif dengan kerangka retorika klasik Aristoteles (ethos, pathos, dan logos) serta perspektif affordance media. Hasil penelitian menunjukkan bahwa terjadi transformasi retorika dakwah dari pola konvensional menuju komunikasi digital yang moderen. Mahasiswa membangun ethos melalui identitas digital dan interaksi dengan audiens, pathos melalui storytelling dan pendekatan emosional berbasis pengalaman sehari-hari, serta logos melalui argumentasi yang disederhanakan dan divisualisasikan sesuai karakteristik media sosial. Temuan juga menunjukkan bahwa retorika dakwah digital dipengaruhi oleh affordance platform yang membentuk cara produksi, penyajian, dan distribusi pesan. Kata Kunci: Retorika Dakwah Digital, Adaptasi Pesan Keagamaan, Media Sosial, Mahasiswa, Affordance Media Abstract This study aims to analyze the digital da'wah rhetoric of students of the Da'wah Management Study Program of STAI Ar-Ridho Bagansiapiapi in adapting religious messages on social media. The study used a qualitative approach with a case study design. Data were collected through in-depth interviews, observations of social media activities, and content analysis using thematic analysis techniques through an inductive and deductive coding process with the framework of classical Aristotelian rhetoric (ethos, pathos, and logos) and a media affordance perspective. The results of the study indicate that there has been a transformation of da'wah rhetoric from conventional patterns to modern digital communication. Students build ethos through digital identity and interaction with the audience, pathos through storytelling and emotional approaches based on everyday experiences, and logos through simplified and visualized arguments according to the characteristics of social media. The findings also show that digital da'wah rhetoric is influenced by platform affordances that shape the way messages are produced, presented, and distributed. Keywords: Digital Da’wah Rhetoric, Adaptation Of Religious Messages, Social Media, Students,Media Affordances]]>
Copyrights © 2026
