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ANALISIS ISI PESAN DAKWAH PADA CHANNEL YOUTUBE USTADZAH HALIMAH ALAYDRUS (Episode Wanita Berkelas Surga)
The phenomenon of digital da'wah on YouTube presents an anomaly in Ustadzah Halimah Alaydrus, who achieved high virality without displaying visual appearance (visual de-emphasis). This study aims to analyze the construction of da'wah messages in the video "Wanita Berkelas Surga", representing the integration of spiritual values in the modern era. Employing Krippendorff’s qualitative content analysis method and Computer-Mediated Communication (CMC) theory, this research classifies messages into Akidah (theology), Sharia (law), and Akhlak (morals), validated through source triangulation with gender experts. The findings reveal a strong interconnectivity between Akidah, Sharia, and Akhlak messages. These three categories appear simultaneously and complementarily (integrative dominance), where one message is consistently linked to others to form a holistic definition of a classy woman. Technically, the absence of facial visuals creates hyperpersonal communication, intensifying attention to verbal messages. The findings also highlight a dialectic between the subject's narrative of domestic obedience and the critique of gender equality from a sociological perspective. This study concludes that the integrative faceless da'wah strategy effectively builds emotional intimacy but requires critical literacy to ensure obedience messages are understood proportionally.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
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