TEKNIK KOMUNIKASI PERSUASIF QURAISH SHIHAB DALAM PROGRAM SHIHAB & SHIHAB DI CHANNEL YOUTUBE NAJWA SHIHAB

Nurul Malahayati, NIM.: 19102010039 (2023) TEKNIK KOMUNIKASI PERSUASIF QURAISH SHIHAB DALAM PROGRAM SHIHAB & SHIHAB DI CHANNEL YOUTUBE NAJWA SHIHAB. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In this all-digital era, da'wah activities can be carried out offline or online. YouTube has become an effective online propaganda medium because this application is available on every mobile phone. Quraish Shihab as a well-known preacher in Indonesia also uses YouTube as a propaganda medium. He broadcasts da'wah messages through a program entitled Shihab & Shihab on the Najwa Shihab YouTube channel. Quraish Shihab preaches without judgment, uses the language of tolerance, and does not only explain things from an Islamic perspective, but also looks at it universally, his analogies are easily accepted by ordinary people, so that his persuasive communication can be accepted not only by Muslims, but also by people of all religions. Quraish Shihab gets so much praise through the YouTube comments column. The author presents academic facts related to persuasive communication techniques and the characteristics of persuasive communication techniques used by Quraish Shihab in the da'wah videos in the form of religious dialogue uploaded by Najwa Shihab's YouTube channel. This research is descriptive qualitative. The data were obtained from transcripts of da'wah texts, and analyzed using William S. Howell's persuasive communication techniques. The result of this research is that Quraish Shihab uses 4 persuasive communication techniques, including the first, the yes respond technique in which Quraish Shihab asks mad'u's opinion with the aim of equating ideas. Second, transfer technique to create a positive atmosphere from the start of the event. Third, the bandwagon technique in which Quraish Shihab relies on the message of da'wah on the holy verses of the Qur'an, the consensus of scholars, past stories, messages from well-known figures, and proverbs. And the last technique used is the technique of irritation in which Quraish Shihab focuses on the concept of nahi mungkar.

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