RESEPSI AUDIENS TERHADAP DAKWAH HUMANIS DI INSTAGRAM: ANALISIS KONTEN REFLEKTIF AKUN INSTAGRAM @SANTOSIM
ANALISIS KONTEN REFLEKTIF AKUN INSTAGRAM @SANTOSIM
Keywords:
dakwah humanis, resepsi audiens, netnografi, media sosial
Abstract
Abstrak Perkembangan media sosial telah mendorong pergeseran dakwah menuju pendekatan yang lebih dialogis dan humanis di ruang digital. Penelitian ini menganalisis resepsi audiens terhadap dakwah humanis yang disampaikan melalui akun Instagram @santosim, yang menonjolkan nilai refleksi, empati, dan spiritualitas keseharian. Menggunakan pendekatan kualitatif interpretatif melalui analisis isi netnografis, penelitian ini mengamati interaksi audiens pada kolom komentar, like, dan share. Hasil penelitian menunjukkan tiga bentuk resepsi utama: afirmatif, introspektif, dan partisipatoris. Temuan ini menegaskan bahwa keberhasilan dakwah humanis tidak hanya ditentukan oleh isi pesan, tetapi oleh kemampuan membangun ruang dialogis yang memungkinkan audiens turut membentuk makna dakwah. Dakwah humanis potensial memperkuat spiritualitas inklusif dan moderasi beragama di media digital. Kata Kunci: dakwah humanis, resepsi audiens, netnografi, media sosialAbstract
Social media has encouraged a shift in Islamic preaching toward more dialogical and humanistic approaches in digital public spheres. This study analyzes audience reception of humanistic dakwah conveyed through the Instagram account @santosim, which emphasizes reflection, empathy, and everyday spirituality. Using a qualitative interpretive approach and netnographic content analysis, audience interactions through comments, likes, and shares were examined. The findings reveal three dominant reception types: affirmative, introspective, and participatory. The study highlights that the effectiveness of humanistic dakwah lies not only in message content but in its ability to construct dialogical digital spaces that enable shared meaning-making between creator and audiences. Humanistic dakwah has strategic potential in promoting inclusive spirituality and religious moderation within digital environments.
Keywords: humanistic dakwah, audience reception, netnography, social media
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References
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Yusuf Al Qardhawy. (1996). Fiqh al-Da’wah: Da’wah Fardiyyah wa Jama’iyyah. Kairo: Dar al-Shuruq.
Anas, M. (2025). Potret Dakwah Digital di Era Modernisasi: Studi Media Sosial sebagai Media Dakwah. Al-Muttaqin Jurnal Studi, Sosial, Dan Ekonomi, 6(1), 1–18.
Arista, F. D., Elsa, E., Razzaq, A., & Nugraha, M. Y. (2024). Media Sosial Instagram Sebagai Komunikasi Dakwah Terhadap Peningkatan Pengetahuan Agama Pada Gen Z. NAAFI: Jurnal Ilmiah Mahasiswa, 2(3), 412-420.
Baidawi, B., Rozak, A., & Mujahidah, F. I. (2023). Humanisme Islam, Media Instagram Syubbanul Muslimin, dan Edukasi Islami. Journal of Islamic Communication Studies, 1(1), 1–26. https://doi.org/10.15642/jicos.2023.1.1.1-26
Birt, L., Scott, S., Cavers, D., Campbell, C., & Walter, F. (2016). Member Checking: A Tool to Enhance Trustworthiness or Merely a Nod to Validation? Qualitative Health Research, 26(13), 1802-1811.
Campbell, H., & Evolvi, G. (2024). Religion and digital culture: Perspectives, practices, and futures. Routledge.
Charmaz, K. (2014). Grounded Theory in Global Perspective: Reviews by International Researchers: Reviews by International Researchers. Qualitative Inquiry, 20(9), 1074-1084.
Dwi Arista, F., Razzaq, A., Yudistira Nugraha, M., Komunikasi, I., & Raden Fatah Palembang, U. (2025). Media Sosial Instagram Sebagai Komunikasi Dakwah Terhadap Peningkatan Pengetahuan Agama Pada Gen Z. Naafi: Jurnal Ilmiah Mahasiswa, 2(3), 2025. https://doi.org/10.62387/naafijurnalilmiahmahasiswa.v2i3.174
Gold, R. L. (1958). Roles in Sociological Field Observations*. Social Forces, 36(3), 217–223. https://doi.org/10.2307/2573808
Hall, S. (1973). Encoding and Decoding in the Television Discourse. Centre For Contempory Cultural Studies, University of Birmingham.
Hall, S. (1996). Culture, media, language : working papers in cultural studies, 1972-1979. 311.
Katz, E., Blumer, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. Public Opinion Quarterly, 37(4), 509-523.
Kozinets, R. (2015). Netnography: Redefined --first two chapters preview.
Kustiawan, W., Syarqawi A Nasution, M., & Faza Q Manurung, A. (2025). Desain Penelitian Teks Media pada Akun Instagram @felix.siauw melalui Analisis Pesan Dakwah Digital. Jurnal Pendidikan Tambusai, 9(1), 5056–5063. Https://Doi.Org/10.31004/Jptam.V9i1.28013.
Lim, F. (2024). The mediatization of religion in Southeast Asia. Asian Journal of Communication, 34(2), 105–120.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. Sage Publications.
Livingstone, S. (2004). What is media literacy? Intermedia, 32.
Lundby, K., & Hjarvard, S. (2023). The Mediatization of Religion: Theory and Studies. Nordicom Review, 44(1), 85-98.
Manovich, L. (2016). Instagram and Contemporary Image. Computational Culture.
Markham, A. (2017). Ethnography in the Digital Internet Era: from fields to flows, descriptions to interventions. The Sage Handbook of Qualitative Research (5 Ed., Pp. 650-668). SAGE Publications. https://www.academia.edu/20828448/Ethnography_in_the_Digital_Internet_Era_final_draft_jan_20_2016
Miles Matthew, Huberman A.Michael, S. J. (2014). Qualitiative Data Analysis:A Methods Sourcebook. Sage Publication.
Moch Nurcholis Majid. (2024). Humanist Da’wah Husain Ja’far Al Hadar on Instagram Media: Millennial Generation Perspective. Mediakita, 8(1), 85–98. https://doi.org/10.30762/mediakita.v8i1.1439
Nasrullah, R. (2020). Media Sosial Perspektif ,Komunikasi,Budaya,Sosiokteknologi.
Nisa, E. F. (2018). Social media and the birth of Islamic authority online. Indonesia and the Malay World, 46(134), 24–43.
Slama, M. (2018). Practising Islam through social media in Indonesia. Indonesia and the Malay World, 46, 1–4. https://doi.org/10.1080/13639811.2018.1416798
Stake, R. E. (1995). The art of case study research. Sage Publications, Inc.
Timmermans, S., & Tavory, I. (2012). Theory Construction in Qualitative Research: From Grounded Theory to Abductive Analysis: From Grounded Theory to Abductive Analysis. Sociological Theory, 30(3), 167-186.
We Are Social & Meltwater Digital 2025. (2025). Digital 2025: Indonesia Report. DataReportal – Global Digital Insights. Retrieved from.
Yusuf Al Qardhawy. (1996). Fiqh al-Da’wah: Da’wah Fardiyyah wa Jama’iyyah. Kairo: Dar al-Shuruq.
Published
2025-12-31
How to Cite
Artanti, D., & Saefullah, A. (2025). RESEPSI AUDIENS TERHADAP DAKWAH HUMANIS DI INSTAGRAM: ANALISIS KONTEN REFLEKTIF AKUN INSTAGRAM @SANTOSIM: ANALISIS KONTEN REFLEKTIF AKUN INSTAGRAM @SANTOSIM. Hujjah: Jurnal Ilmiah Komunikasi Dan Penyiaran Islam, 9(2), 327-340. https://doi.org/10.52802/hjh.v9i2.1910
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Articles
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