WACANA PERNIKAHAN DALAM KONTEN #NASIHATAYAH DI INSTAGRAM @AHMADRISYAD

Taufiq Hidayat, NIM.: 22102010086 (2026) WACANA PERNIKAHAN DALAM KONTEN #NASIHATAYAH DI INSTAGRAM @AHMADRISYAD. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study analyzes the construction of marriage discourse in the #NasihatAyah content on the Instagram account @ahmadrisyad using Teun A. van Dijk’s Critical Discourse Analysis, which includes the dimensions of text, social cognition, and social context. This research is motivated by the social context of marriage in society, as well as da’wah content on social media that discusses marriage and shapes the perspectives of young Muslim audiences regarding marital readiness, husband-wife roles, and responsibilities within the household. This study employs a qualitative approach with documentation techniques applied to five video contents themed around marriage. The data were analyzed through textual structure, the preacher’s way of thinking, and the social context surrounding message production on Instagram. The findings show that the discourse of marriage in #NasihatAyah is constructed as a serious commitment that requires concrete readiness, especially from men in terms of financial responsibility, life vision, and emotional maturity. Marriage is not viewed as a matter of prestige or a romanticized struggle without preparation, but rather as a space of responsibility and cooperation between husband and wife. In addition, the content also emphasizes the importance of mature conflict management and the role of men as leaders who must have a clear direction in life before marriage. Thus, #NasihatAyah shapes a more realistic, responsible, and relevant understanding of marriage for young Muslim audiences in the era of digital da’wah.

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