Dakwah Islam di Era Digital: Pemanfaatan Media Massa dan Media Sosial Sebagai Sarana Penyebaran Ajaran Islam

Abstract

The rapid development of mass media, particularly social media, has transformed the landscape of Islamic da'wah in the digital era. This study examines how mass media and social media function as effective channels for disseminating Islamic teachings, analyzed through the lens of Uses and Gratifications (U&G) theory. Using a qualitative method with a descriptive approach and literature study, this research finds that audiences are active agents who selectively choose media platforms to fulfill their religious information needs. Social media platforms such as TikTok, YouTube, Instagram, and Facebook have become strategic tools for da'i (Islamic preachers) to reach broader and more diverse audiences. The U&G framework reveals that the effectiveness of digital da'wah depends on the ability of da'i to produce content that aligns with the needs, preferences, and consumption habits of contemporary Muslim audiences. This study concludes that da'wah practitioners must adapt to the digital communication environment by mastering mass communication strategies in order to deliver relevant, accessible, and impactful Islamic messages in the age of the internet.