Institutional Repository UIN Sunan Kalijaga YogyakartaKOMUNIKASI PERSUASIF TOKOH AGAMA DALAM MEMBANGUN KESADARAN EKOLOGIS MASYARAKAT DI DESA ROKO-ROKO KABUPATEN KONAWE KEPULAUANNIM.: 24202011003Wa Ode RahmaniarauthorEnvironmental problems resulting from mining activities in Roko-Roko Village, Konawe Kepulauan Regency, have not only affected the environment but have also generated social dynamics and differences in community perspectives. This condition has encouraged religious leaders to play a role in developing ecological awareness through persuasive communication. This study aims to analyze the moral motivations underlying the role of religious leaders in developing ecological awareness and the persuasive communication used to shape awareness and encourage ecological action among the community. The study employs Max Weber’s Social Action Theory to analyze moral motivation and Carl I. Hovland and the Yale Group’s Persuasive Communication Theory to examine the persuasive communication process. This research uses a qualitative approach with a case study design. Data were collected through observation, in-depth interviews, and documentation involving religious leaders, environmental activists or youth, and community members in Roko-Roko Village. Data were analyzed using the Miles and Huberman interactive model. The findings show that the moral motivations of religious leaders are rooted in concern for community sustainability, concern over the social and ecological impacts of mining, and Islamic values that shape a moral responsibility to preserve the environment. From Weber’s perspective, these motivations reflect value-oriented action (Wertrational). Persuasive communication is carried out through religious activities and social interactions by connecting Islamic values with environmental realities through dialogical approaches, exemplary conduct, and religious and non-confrontational messages. This process gradually contributes to a change in the community’s perception of the environment, from being viewed primarily as a source of economic livelihood to being understood as a divine trust, a shared living space, a legacy for future generations, and part of the identity of the Roko-Roko community. Thus, persuasive communication by religious leaders does not merely convey ecological messages but contributes to transforming moral values into ecological awareness and shared responsibility for environmental preservation.302.23 Komunikasi Massa2026-06-01UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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