Hybrid Da'wah in the Digital Era: A Semiotic Analysis of Innovative Religious Communication

Abstract

This study investigates the phenomenon of "hybrid da’wah" as reflected in the content of the Instagram account @bachrulalam, representing an innovative form of Islamic in the digital era that integrates elements of comedy, 'kalcer' aesthetics (popular culture), and religious messages. The primary objective of this research is to gain an in-depth understanding of how the meaning of da’wah is constructed through the unique blend of these three elements within the social media context. Employing a qualitative approach, specifically utilizing semiotic analysis and qualitative content analysis frameworks, this study meticulously examines the visual and verbal signs present in selected content from the @bachrulalam account. The findings indicate that comedy not only serves as a primary attraction but also functions as an effective medium to soften the delivery of religious messages, which are often perceived as rigid. Concurrently, the integration of 'kalcer' aesthetics successfully fosters proximity with the young audience, rendering da’wah messages relevant and readily accepted. The synergy of these three components yields an innovative form of da’wah, capable of reaching a broader audience and effectively responding to contemporary communication dynamics. This research contributes to the understanding of da’wah's adaptation on social media and the potential of hybridity in disseminating religious values.