Model Komunikasi Persuasif Gus Muda: Dakwah Daring dan Opini Publik di Madura
DOI:
https://doi.org/10.62730/6xs1zp86Kata Kunci:
Online Da'wah, Persuasive Communication, Elaboration Likelihood Model, Religious Authority, Local FramingAbstrak
This study explores the online da'wah persuasive communication model used by Gus Muda (young scholars) in Madura to influence public opinion regarding socio-religious issues. Employing an interpretive qualitative approach with an intrinsic case study design, data were gathered through in-depth interviews, online participant observation, and content analysis across YouTube, Instagram, and TikTok. The findings indicate that the persuasive strength of Gus Muda lies in integrating "Dual Source Credibility," blending traditional authority (lineage and pesantren expertise) with modern digital personal branding. Drawing from the Elaboration Likelihood Model (ELM), their strategy simultaneously engages the central route for complex theological issues and the peripheral route to attract broader millennial and Gen Z audiences through visual aesthetics. Crucially, the success of their persuasion relies heavily on localized framing strategies that utilize local metaphors and the Madurese language to communicate sensitive topics, thereby mitigating psychological resistance. This study contributes a novel integrated framework for online da'wah, illustrating how traditional religious authority can adapt effectively to contemporary digital disruption.
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