Perubahan Gaya Komunikasi Dakwah di Era Visual Culture: Analisis Konten Keislaman pada TikTok
Keywords:
Islamic preaching communication, visual culture, digital da’wah, TikTok, Islamic contentAbstract
The development of visual culture in the digital era has brought significant transformations in the ways religious messages are produced, delivered, and received by society, particularly through the TikTok platform. The characteristics of short-video-based media have encouraged a shift in Islamic preaching communication styles from conventional delivery patterns toward more visual, creative, concise, and interactive forms of communication. This study aims to analyze the transformation of Islamic preaching communication styles in Islamic content on the TikTok platform and to identify the visual and narrative strategies employed in conveying religious messages. This research adopts a qualitative approach using content analysis methods on selected TikTok Islamic preaching videos based on user engagement levels, the relevance of Islamic themes, and the visual communication patterns applied. The data were analyzed through several dimensions, including visual elements, language use, religious symbols, message delivery techniques, and audience responses. The findings reveal that Islamic preaching communication styles on TikTok have undergone significant transformations through the utilization of visual storytelling, popular language, short-duration formats, audio-visual elements, and emotional approaches aligned with the characteristics of digital media users. However, the study also identifies challenges, including the tendency to simplify religious messages and the dominance of aesthetic aspects over the depth of religious substance. This study emphasizes that digital Islamic preaching within visual culture requires a balance between communication creativity and scholarly authority to ensure that Islamic messages remain informative, educational, and contextually relevant.
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