<![CDATA[Abstract. The rise of digital technology has transformed religious preaching in Indonesia, posing new challenges for persuasive communication. This study examines the narrative of "forced charity" promoted by Yusuf Mansur, focusing on how rhetorical structures and persuasive strategies legitimize coercion in charitable practices. Using a qualitative approach grounded in Aristotle's rhetorical framework (ethos, pathos, logos) and Perloff's persuasion theory, data were collected through in-depth interviews with internal and external audiences. Findings show that message effectiveness relies on communicator credibility (ethos), emotional appeal (pathos), and rationalized argumentation (logos), encapsulated in the concept of "charity mathematics." However, audience perceptions of "forced charity" have shifted from a motivational symbol toward psychological pressure that suppresses critical reflection, while public controversies surrounding the communicator have eroded long-term credibility. Theoretically, this study introduces the concept of ethos de-escalation as a key factor shaping the sustainability of religious persuasion in digital spaces. Abstrak. Perkembangan teknologi digital telah merevolusi praktik dakwah di Indonesia, menciptakan tantangan baru dalam komunikasi persuasif para pendakwah. Penelitian ini mengkaji narasi "sedekah paksa" yang diusung oleh Yusuf Mansur, dengan fokus pada bagaimana struktur retorika dan strategi persuasi berkontribusi pada legitimasi pemaksaan dalam praktik sedekah. Menggunakan pendekatan kualitatif, analisis retorika Aristoteles (ethos, pathos, logos), dan teori persuasi Perloff, data dikumpulkan melalui wawancara mendalam dengan audiens internal dan eksternal. Hasil penelitian menunjukkan efektivitas pesan dakwah dibangun melalui kredibilitas komunikator (ethos), pengelolaan emosi (pathos), dan rasionalisasi argumen (logos) yang direpresentasikan melalui konsep "matematika sedekah". Namun, persepsi audiens terhadap "sedekah paksa" bergeser dari simbol motivasional menjadi tekanan psikologis yang membatasi refleksi kritis, sementara kontroversi publik menurunkan kredibilitas komunikator dan berpotensi memengaruhi penerimaan pesan jangka panjang. Secara teoretis, penelitian ini memperkenalkan konsep de-escalation of ethos sebagai faktor penting dalam keberlanjutan efektivitas persuasi religius di ruang digital.]]>
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