The Influence of Da’wa Messages to Audiences in Active Reception Theory Perspective

DOI

10.2991/978-94-6463-390-0_19How to use a DOI?

Keywords

Da’wa; Message; Audience; Youtube

Abstract

According to the World Population Review, in 2020, Indonesia’s Muslim population will reach 229 million people, or around 87.2%. With the largest Muslim population in the world, Indonesia is both a market and an example in the daily lives of Muslims. Smart Skill Skool channel owned by David Poernomo and Dewi Poernomo. This channel was founded in 2020 and already has 100,000 subscribers in 2023. The preaching messages are packaged in videos of 7-10 minutes duration in the form of lectures, questions and answers delivered by Ustad Adi Warman Karim. The research method used in this study is a mixed method (quantitative and qualitative). The quantitative method aims to measure the influence of the preaching messages conveyed by the Smart Skill Skool Channel on its audience by using Lee Thayer’s Active Reception Theory. According to Thayer, audiences are active and have full power in receiving messages that reach them. The qualitative method was carried out through interviews and FGDs. The findings from this study, that the da’wah channel is not the Indonesians favorite channel, when watching the da’wah, the audience still sees who is behind the message (the producer and the speaker). Managing da’wah channels, need special treatments and requirements which are based on the Al Quran and Hadith. At the beginning of the founding of this channel, there were lots of negative comments, but over time, the characteristics of the audience became more visible. Audience interest and input are important ingredients in designing messages. By understanding the audience, producers can design better messages.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nurhablisyah
AU  - Andi Faisal Bakti
PY  - 2024
DA  - 2024/04/05
TI  - The Influence of Da’wa Messages to Audiences in Active Reception Theory Perspective
BT  - Proceedings of the International Moving Image Cultures Conference (IMOVICCON 2023)
PB  - Atlantis Press
SP  - 192
EP  - 207
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-390-0_19
DO  - 10.2991/978-94-6463-390-0_19
ID  - 2024
ER  -