Institutional Repository UIN Sunan Kalijaga YogyakartaTEKNIK HUMOR DALAM KONTEN MAULID KH. BAHAUDDIN NURSALIM DI CHANNEL YOUTUBE NU ONLINENIM.: 22102010097Jauhar Bahrur RoziqauthorThis study is motivated by the development of digital da'wah, which has positioned YouTube as an important space for delivering religious messages. One prominent communication strategy in digital da'wah is humor, as seen in the Maulid content of KH. Bahauddin Nursalim, known as Gus Baha, on the NU Online YouTube channel. The research problem is how Gus Baha uses humor techniques in the selected Maulid content. This study applies a descriptive qualitative approach with content analysis of speech, expression, and communicative context in the sermon video. The analysis uses Arthur Asa Berger's humor technique theory, which includes the categories of language, logic, identity, and action. When read through Lasswell's model, these four categories are integrated into the elements of da'wah communication, in which the identity category relates strongly to the Who element, the logic and language categories to the says what element, and the action category to the In which channel element, while the to whom and with what effect elements reveal the limits of situational humor in fully reaching YouTube viewers. Thus, Gus Baha's humor techniques are substantive, embedded in the content and structure of the da'wah message rather than a mere interlude outside the main message.297.6 Dakwah dan Penyiaran Islam2026-07-23UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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