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ANALISIS RETORIKA DAKWAH DZAWIN NUR IKRAM DALAM KONTEN “LELAH DAN MENYERAH AMPUN” KULIAH ANTUM DI YOUTUBE
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 ḥadīṡ, and referencing „ulamā‟ 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.
FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
ANALISIS RETORIKA DAKWAH DZAWIN NUR IKRAM DALAM KONTEN “LELAH DAN MENYERAH AMPUN” KULIAH ANTUM DI YOUTUBE (Text)
ANALISIS RETORIKA DAKWAH DZAWIN NUR IKRAM DALAM KONTEN “LELAH DAN MENYERAH AMPUN” KULIAH ANTUM DI YOUTUBE (Other)
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302.231 Media Komunikasi, Media Massa, Media Sosial