Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI DAKWAH TOLERANSI ABDUR ARSYAD PADA PROGRAM PODCAST TENDA TANYANIM.: 22102010107Rionaldi Ahmad MuzackyauthorThis study aims to identify the strategies for promoting tolerance in da’wah employed by Abdur Arsyad in the Tenda Tanya podcast episode titled “Yusril Fahriza Joins Muhammadiyah, Abdur Stands Firm with the Government” on the Kaks Production YouTube channel. This study employs a descriptive qualitative approach, with Abdur Arsyad as the subject and the strategies for conveying da’wah promoting tolerance through verbal and audiovisual elements as the object of study. Data were collected through observation and documentation, validated through source triangulation, and analyzed using Ferdinand de Saussure’s semiotics, Al-Bayanuni’s da’wah strategy theory, and the Elaboration Likelihood Model (ELM) of persuasive communication. The results indicate that strategies for promoting tolerance in da’wah are conveyed through the sharing of personal experiences, explanations grounded in religious texts and logic, and the interpretation of differences as sources of wisdom. Al-Bayanuni’s three da’wah strategies were identified: the sentimental strategy (Al-Manhaj Al-'Athifi) through advice, empathy, gratitude, and appreciation for differences; the rational strategy (Al-Manhaj Al-'Aqli) through religious texts, discussion, and argumentation; and the sensory strategy (Al-Manhaj Al-Hissi) through real-life experiences and audiovisual support. Based on the ELM theory, messages are conveyed via the central route through evidence and argumentation, as well as the peripheral route through humor, personal experiences, simple language, and audiovisual elements. Overall, Abdur Arsyad’s tolerance-based da’wah strategy combines emotional, rational, and sensory approaches with a communication style that is relaxed, persuasive, and easy to understand.297.6 Dakwah dan Penyiaran Islam2026-08-03UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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