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An Analysis of Affect in Tabligh Communication in the Digital Era: Ustadz Abdul Somads Sermons on the YouTube Platform

Author


Muhamad Febriansyah(1Mail), Nasichah N(2), Dwisya Ayu Wanthy Syabdilla(3), Artika Elfarianti(4),
(1) UIN Syarif Hidayatullah Jakarta,
(2) UIN Syarif Hidayatullah Jakarta,
(3) UIN Syarif Hidayatullah Jakarta,
(4) UIN Syarif Hidayatullah Jakarta,

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Available online: 2025-12-29  |  Published : 2025-12-29
Copyright (c) 2025 Muhamad Febriansyah, Nasichah N, Dwisya Ayu Wanthy Syabdilla, Artika Elfarianti
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Abstract


This study provides an in-depth understanding of the affective dimension of dawah communication in the digital era. Against the backdrop of technological development, dawah is no longer confined to conventional methods but has evolved into a more interactive and responsive multi-directional form of communication. Preachers (dai) now adopt various strategies to enhance the effectiveness of dawah in the digital sphere. The findings highlight the affective aspects of dawah communication through a digital platform, namely YouTube. This study takes dawah content by Ustadz Abdul Somad (UAS) as a sample, as it represents a successful example of reaching audiences through digital channels. Several strategies for enhancing dawah in the digital era are identified, including mastering various digital platforms, developing storytelling skills, understanding audience online trends and habits, collaborating with digital content creators, implementing interactive technologies, optimizing searchability and online visibility, and maintaining consistent branding and messaging. In conclusion, the utilization of digital technology can create dawah content that is more dynamic, relevant, and easily accessible to audiences increasingly connected through technology. Thus, this study offers practical guidance for preachers and researchers to enhance the affective impact of dawah in the digital era, making dawah more effective and relevant in responding to the dynamics of contemporary communication technology developments.

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