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Da'wah bil Social Media: A Phenomenological Study of iGeneration TikTok Platform Users
Nadya Amalia Nasution
Abstract
This research examines the phenomenon of da'wah through social media (social media) carried out by iGeneration, especially UIN Raden Intan Lampung students, who are users of the TikTok platform. By using a phenomenological approach and integrating the Stimulus-Organism-Response (SOR) theory with the concept of social media "affordances,†this research aims to understand the experiences, strategies, and impacts of digital da'wah among Muslim students who use TikTok. Data collection methods include in-depth interviews, online participant observation, TikTok content analysis, and focus group discussions. The research results show that preaching content on TikTok acts as an effective stimulus, triggering cognitive and affective processes in the user (organism), which then produces a response in the form of increased religious awareness and changes in behavior. This research also reveals the critical role of TikTok affordances in shaping digital preaching practices and the ethical and theological challenges young preachers face. These findings provide in-depth insight into the transformation of da'wah practices in the digital era and the implications for Islamic education in higher education.
Keywords: Digital da'wah, TikTok, iGeneration, SOR theory, media affordances, phenomenology
Keywords
Digital da'wah, TikTok, iGeneration, SOR theory, media affordances, phenomenology
References
Baulch, E., & Pramiyanti, A. (2018). Hijabers on Instagram: Using visual social media to construct the ideal Muslim woman. Social Media + Society, 4(4), 1-15. https://doi.org/10.1177/2056305118800308
Boyd, D. (2010). Social network sites as networked publics: Affordances, dynamics, and implications. In Z. Papacharissi (Ed.), A networked self: Identity, community, and culture on social network sites (pp. 39-58). Routledge.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology,
3(2),77-101. https://doi.org/10.1191/1478088706qp063oa
Bunt, G. R. (2003). Islam in the digital age: E-jihad, online fatwas and cyber Islamic environments. Pluto Press.
Campbell, H. A. (2010). When religion meets new media. Routledge.
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. Sage Publications.
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd ed.). Sage Publications.
Effendy, O. U. (2017). Ilmu Komunikasi, Teori dan Praktek. In Komunikasi dalam sebuah organisasi.
Evans, S. K., Pearce, K. E., Vitak, J., & Treem, J. W. (2017). Explicating affordances: A conceptual framework for understanding affordances in communication research. Journal of Computer-Mediated Communication, 22(1), 35-52. https://doi.org/10.1111/jcc4.12180
Gibson, J. J. (1979). The ecological approach to visual perception. Houghton Mifflin.
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903
Herrman, J. (2019, March 10). How TikTok is rewriting the world. The New York Times. https://www.nytimes.com/2019/03/10/style/what-is-tik-tok.html
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
Iqbal, A. M. (2019). Pious technology: The practice of digital Quran among Indonesian Muslims. In S. Akhtar & R. Smith (Eds.), Digital millennials in China and Southeast Asia (pp. 175-193). Palgrave Macmillan.
Nurdin, N. (2014). To research online or not to research online: Using internet-based research in Islamic Studies context. Indonesian Journal of Islam and Muslim Societies, 4(1), 101
124. https://doi.org/10.18326/ijims.v4i1.101-124
Nurdin, N., & Rusli. (2013). Spiritualising new media: The use of social media for
da'wah purposes within Indonesian Muslim scholars. Jurnal Komunikasi Islam, 3(1), 1-21.
Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies, 14(4), 121-137. https://doi.org/10.3991/ijim.v14i04.12429
Prensky, M. (2001). Digital natives, digital immigrants part 1. On the Horizon, 9(5), 1-6. https://doi.org/10.1108/10748120110424816
Rosidi, R., Nasution, N. A., Mubasit, M., & Solihin, M. I. (2023). Strategi dan Implementasi Komunikasi Dakwah Persuasif di Komunitas Punk Hijrah Bandar Lampung. Anida (Aktualisasi Nuansa Ilmu Dakwah), 23(1), 21-36.
Wibowo, A. (2019). Penggunaan media sosial sebagai trend media dakwah pendidikan Islam di era digital. Jurnal Islam Nusantara, 3(2), 339-356.
Yzer, M., Southwell, B. G., & Tucker, J. (2018). Behavioral outcomes of information seeking. In H. Giles & J. Harwood (Eds.), The Oxford encyclopedia of intergroup communication. Oxford University Press.
Zulhazmi, A. Z., & Hastuti, D. A. S. (2018). Da'wah, Muslim millennials and social media. Lentera, 2(2), 121-138.
Zulli, D., & Zulli, D. J. (2020). Extending the Internet meme: Conceptualizing technological mimesis and imitation publics on the TikTok platform. New Media & Society. Advance online publication. https://doi.org/10.1177/1461444820983603
DOI: https://doi.org/10.24967/jprdc.v2i2.3515
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Nadya Amalia NasutionAbstract
This research examines the phenomenon of da'wah through social media (social media) carried out by iGeneration, especially UIN Raden Intan Lampung students, who are users of the TikTok platform. By using a phenomenological approach and integrating the Stimulus-Organism-Response (SOR) theory with the concept of social media "affordances,†this research aims to understand the experiences, strategies, and impacts of digital da'wah among Muslim students who use TikTok. Data collection methods include in-depth interviews, online participant observation, TikTok content analysis, and focus group discussions. The research results show that preaching content on TikTok acts as an effective stimulus, triggering cognitive and affective processes in the user (organism), which then produces a response in the form of increased religious awareness and changes in behavior. This research also reveals the critical role of TikTok affordances in shaping digital preaching practices and the ethical and theological challenges young preachers face. These findings provide in-depth insight into the transformation of da'wah practices in the digital era and the implications for Islamic education in higher education.
Keywords: Digital da'wah, TikTok, iGeneration, SOR theory, media affordances, phenomenology
Keywords
References
Baulch, E., & Pramiyanti, A. (2018). Hijabers on Instagram: Using visual social media to construct the ideal Muslim woman. Social Media + Society, 4(4), 1-15. https://doi.org/10.1177/2056305118800308
Boyd, D. (2010). Social network sites as networked publics: Affordances, dynamics, and implications. In Z. Papacharissi (Ed.), A networked self: Identity, community, and culture on social network sites (pp. 39-58). Routledge.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology,
3(2),77-101. https://doi.org/10.1191/1478088706qp063oa
Bunt, G. R. (2003). Islam in the digital age: E-jihad, online fatwas and cyber Islamic environments. Pluto Press.
Campbell, H. A. (2010). When religion meets new media. Routledge.
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. Sage Publications.
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd ed.). Sage Publications.
Effendy, O. U. (2017). Ilmu Komunikasi, Teori dan Praktek. In Komunikasi dalam sebuah organisasi.
Evans, S. K., Pearce, K. E., Vitak, J., & Treem, J. W. (2017). Explicating affordances: A conceptual framework for understanding affordances in communication research. Journal of Computer-Mediated Communication, 22(1), 35-52. https://doi.org/10.1111/jcc4.12180
Gibson, J. J. (1979). The ecological approach to visual perception. Houghton Mifflin.
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903
Herrman, J. (2019, March 10). How TikTok is rewriting the world. The New York Times. https://www.nytimes.com/2019/03/10/style/what-is-tik-tok.html
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
Iqbal, A. M. (2019). Pious technology: The practice of digital Quran among Indonesian Muslims. In S. Akhtar & R. Smith (Eds.), Digital millennials in China and Southeast Asia (pp. 175-193). Palgrave Macmillan.
Nurdin, N. (2014). To research online or not to research online: Using internet-based research in Islamic Studies context. Indonesian Journal of Islam and Muslim Societies, 4(1), 101
124. https://doi.org/10.18326/ijims.v4i1.101-124
Nurdin, N., & Rusli. (2013). Spiritualising new media: The use of social media for
da'wah purposes within Indonesian Muslim scholars. Jurnal Komunikasi Islam, 3(1), 1-21.
Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies, 14(4), 121-137. https://doi.org/10.3991/ijim.v14i04.12429
Prensky, M. (2001). Digital natives, digital immigrants part 1. On the Horizon, 9(5), 1-6. https://doi.org/10.1108/10748120110424816
Rosidi, R., Nasution, N. A., Mubasit, M., & Solihin, M. I. (2023). Strategi dan Implementasi Komunikasi Dakwah Persuasif di Komunitas Punk Hijrah Bandar Lampung. Anida (Aktualisasi Nuansa Ilmu Dakwah), 23(1), 21-36.
Wibowo, A. (2019). Penggunaan media sosial sebagai trend media dakwah pendidikan Islam di era digital. Jurnal Islam Nusantara, 3(2), 339-356.
Yzer, M., Southwell, B. G., & Tucker, J. (2018). Behavioral outcomes of information seeking. In H. Giles & J. Harwood (Eds.), The Oxford encyclopedia of intergroup communication. Oxford University Press.
Zulhazmi, A. Z., & Hastuti, D. A. S. (2018). Da'wah, Muslim millennials and social media. Lentera, 2(2), 121-138.
Zulli, D., & Zulli, D. J. (2020). Extending the Internet meme: Conceptualizing technological mimesis and imitation publics on the TikTok platform. New Media & Society. Advance online publication. https://doi.org/10.1177/1461444820983603
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