KOMUNIKASI PERSUASIF DALAM CHANNEL YOUTUBE "USTADZ ABDUL SOMAD OFFICIAL"

Zulfa Mufidah Az-Zahra, NIM.: 14210068 (2021) KOMUNIKASI PERSUASIF DALAM CHANNEL YOUTUBE "USTADZ ABDUL SOMAD OFFICIAL". Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the era of the industrial revolution 4.0, the internet as a medium that bridges digital products has changed human life, including in the social field. This can be seen from the emergence of various kinds of social media, such as Youtube. One of the superior and popular social media. No wonder people from all walks of life rely on Youtube, including preachers. Many preachers preach through Youtube, Ustadz Abdul Somad is one of them. Through Youtube he also became better known, even before his official channel was formed. The characteristic of his style of delivery is that he is firm, intelligent, but often includes humor, which is able to become an attraction for the public. No wonder he still occupies the position of the most popular preacher, who has a Youtube channel with a rapidly growing number of subscribers. Researchers want to find out how the content of the Youtube channel "Ustadz Abdul Somad Official" is, and find the use of persuasive communication techniques in da'wah videos with the lecture method uploaded on the channel. This research is descriptive qualitative. Data obtained from documentation, and analyzed using content analysis techniques adapted to persuasive communication techniques according to William S. Howell, Werner J. Secerin & James W. Tankard, and Onong Uchjana Effendy. The results of the study concluded that: First, the Youtube channel "Ustadz Abdul Somad Official" contains da'wah with various methods including lecture methods, tausiah, question and answer, qira'ah books, book reviews, dialogue/talkshows, and vlogs., there are 14 techniques persuasive communication used in preaching. Among them are yes-yes technique, don't ask if ask which, putting it up to you, transfer, bandwagon technique, say it with flowers, reassurance, humorous exclamation, extensive repetition, association technique, integration, reward, arrangement, and red. herring He uses persuasive techniques so that his lectures are able to influence the mad'u to apply the teachings of Islam according to the Qur'an and Hadith.

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