GAYA KOMUNIKASI DAKWAH AKUN INSTAGRAM @QURANREVIEW DAN RESEPSI KHALAYAK TERHADAPNYA

Siti Nurfadillah H T Aman, NIM.: 22202012007 (2025) GAYA KOMUNIKASI DAKWAH AKUN INSTAGRAM @QURANREVIEW DAN RESEPSI KHALAYAK TERHADAPNYA. Masters thesis, UIN SUNAN KALIJAGAYOGYAKARTA.

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Abstract

The @quranreview account is one of the most engaging digital da'wah platforms on Instagram with unique characteristics that distinguish it from other da'wah accounts. While each account has its specific approach and focus in disseminating Islamic messages, @quranreview stands out with its contextual and in-depth Quranic interpretation. The purpose of this research is to nderstand the communication style of the @quranreview Instagram account's da'wah and to examine audience reception or responses to quranreview's content. This research uses a qualitative method with a netnographic approach, utilizing both primary and secondary data, and data collection through documentation studies of Instagram content and supporting literature. Data analysis was conducted through six stages of content analysis: unitizing, sampling, recording, reducing, inferring, and narrating. The research results show that @quranreview implements eight at adapt to Instagram platform characteristics: dramatic, impression-leaving, attentive, animated, precise, argumentative, friendly, and relaxed. The dramatic style dominates the published content, appearing consistently on specific dates throughout February, and proves effective in creating strong emotional appeal for the audience through the use of emotional sentences, strong emphasis, and evocative visuals. Meanwhile, animated and relaxed styles have the lowest frequency of appearance. Regarding audience reception, the research found variations in message acceptance according to Stuart Hall's three positions: dominant, negotiated, and oppositional. The dominant position is seen in message acceptance that aligns with quranreview's intentions across all communication styles used. The negotiated position was only identified in content dated February 17th that used the attentive style, while the oppositional position, marked by rejection of the da'wah message, was seen in content dated February 23rd that used the argumentative style. Keywords: Digital Da'wah, Communication Style, Audience Reception

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