KOMUNIKASI DAKWAH PERSUASIF DI ERA YOUTUBE SHORTS: ANALISIS ISI SEPULUH DAI INDONESIA
Keywords:
Dakwah digital, YouTube Shorts, Komunikasi persuasif, Video pendek, ELMAbstract
The growth of short vertical video has transformed how Islamic preaching messages are produced, excerpted, and circulated through YouTube Shorts. This study maps persuasive communication patterns in selected short da’wah clips featuring ten well-known Indonesian preachers during the last six months. A descriptive qualitative design and qualitative content analysis were applied to ten purposively selected YouTube Shorts featuring Adi Hidayat, Abdul Somad, Hanan Attaki, Buya Yahya, Khalid Basalamah, Das’ad Latif, Felix Siauw, Husein Ja’far Al Hadar, Oki Setiana Dewi, and Oemar Mita. The Elaboration Likelihood Model is used to identify the availability of central and peripheral persuasive cues, not to infer audience effects. The findings reveal four tendencies: compression around one core proposition, combinations of scriptural evidence and everyday examples, conversational and emotionally proximate language, and meaning reinforcement through subtitles, hooks, humor, or facial expression. Shorts therefore encourage concise, contextual, personal, and recirculable preaching, while increasing the need to protect religious context from excessive clipping.
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