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REPRESENTASI KESETARAAN GENDER DALAM KONTEN DAKWAH HANAN ATTAKI PADA AKUN TIKTOK @AM.EVENT
The development of social media has changed religious preaching practices, not only as a means of conveying Islamic teachings, but also as a space for the production and reproduction of social meanings, including those related to gender equality issues. In Indonesia, the deeply rooted patriarchal culture often influences the way women and men are represented in various media content, including digital preaching. This study aims to examine how gender equality is represented in the religious content of Ustadz Hanan Attaki on his TikTok account @am.event and to identify Hanan Attaki's thinking on gender equality issues. This study uses a descriptive qualitative approach with Roland Barthes' semiotic analysis technique, which focuses on the denotative and connotative meanings of verbal and visual signs in da'wah content. Representation analysis is carried out using Stuart Hall's Representation Theory through the concepts of encoding and decoding to see how gender messages are constructed by content creators and interpreted by audiences. To identify Hanan Attaki's line of thinking, this study uses Conservative, Moderate, and Progressive Theory. The research objects consist of nine preaching videos uploaded between July and October 2025 and selected based on their relevance to gender issues and audience engagement levels. The nine videos raised the following themes: Women Confide, Soulmates Without Dating, Women Are Not Materialistic, Women Are Passive by Nature, Women Are a Source of Slander, Financial Support vs. Lust, Women's Nature, Women's Character, and the Concepts of Sakinah, Mawaddah, and Rahmah. The results of the study show that Hanan Attaki's da'wah content represents gender equality in a dynamic way, with a tendency to negotiate established patriarchal values. However, in some content, normative and traditional narratives are still found. Based on these findings, Hanan Attaki's thinking on gender equality issues tends to be moderate with conservative tendencies. This research is expected to contribute to the study of da'wah communication and gender studies, as well as serve as a reference for preachers in developing digital da'wah that is more sensitive to gender equality issues.
FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
REPRESENTASI KESETARAAN GENDER DALAM KONTEN DAKWAH HANAN ATTAKI PADA AKUN TIKTOK @AM.EVENT (Text)
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