@phdthesis{digilib73521,
           month = {August},
           title = {ANALISIS RETORIKA DAKWAH DZAWIN NUR IKRAM DALAM KONTEN ?LELAH DAN MENYERAH AMPUN? KULIAH ANTUM DI YOUTUBE},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 21102010109 Teguh Wicaksono},
            year = {2025},
            note = {Taufik Rahman, M.Sos.},
        keywords = {Retorika Dakwah, Ethos, Pathos, Logos, Semiotika,
Ferdinand De Saussure, Dzawin Nur Ikram, YouTube},
             url = {https://digilib.uin-suka.ac.id/id/eprint/73521/},
        abstract = {The development of digital media has transformed the method of preaching
(da?wah), shifting from conventional approaches to more creative,
interactive, and easily accessible formats through various digital platforms.
This study aims to examine the rhetorical strategies employed by Dzawin Nur
Ikram in the content ?Lelah dan Menyerah Ampun? on the YouTube channel
@DzawinNur. The research is motivated by the phenomenon of
contemporary da?wah utilizing digital media, particularly YouTube, as a
space to deliver religious messages to society, especially the younger
generation. Dzawin Nur Ikram, known both as a comedian and preacher,
combines humor with religious preaching in a casual yet meaningful manner.
This study employs a qualitative case study approach using Ferdinand de
Saussure?s semiotic analysis, which focuses on two elements of signs{--}
signifier and signified{--}combined with Aristotle?s rhetorical theory
consisting of three key elements: ethos (credibility), pathos (emotion), and
logos (logic). Data were collected through documentation and literature
study of the video ?Lelah dan Menyerah Ampun.? The findings show that
Dzawin Nur Ikram effectively employs the three Aristotelian rhetorical
appeals in a balanced way. Ethos is established through religious authority
by using Arabic terms, quoting {\d h}ad{\=i}{\.s}, and referencing ?ulam{\=a}? sayings.
Pathos is manifested through humor, vocal intonation, and an engaging
communication style that builds emotional connection with the audience.
Logos is presented through logical arguments that are simple and easily
understood to strengthen the message of da?wah. Furthermore, through
semiotic analysis, it was found that Dzawin employs both verbal and nonverbal
signs that guide the audience toward deeper interpretations of
religious meaning. This study concludes that Dzawin Nur Ikram successfully
integrates da?wah, humor, and the art of rhetoric in a creative manner,
constructing effective communication in the digital era.}
}