Digital Populism in Islamic Da’wah: A Rhetorical Analysis of @iqdammuhammad’s Instagram Communications
DOI:
https://doi.org/10.38073/wasilatuna.v9i1.3728Keywords:
Dakwah Digital, Ethos Pathos Logos, Instagram Account @iqdammuhammad, Public Communication, RetorikaAbstract
This study discusses the process of public communication in da'wah conducted through the Instagram
account @iqdammuhammad, focusing on the application of Aristotle's rhetorical strategies, which
include ethos, pathos, and logos. The background of this research stems from the phenomenon of
persuasive communication strategies in accordance with the characteristics of social media and
audience preferences, particularly among young people. This study aims to analyze how these three
rhetorical elements are implemented in Gus Iqdam's da'wah content and how their application affects
the effectiveness of public communication in disseminating religious messages. The research method
used a descriptive qualitative approach with content analysis techniques on several posts that
represent the preaching communication strategy on the account. The results of the study show that
ethos is reflected through scholarly credibility, a religious image, and consistency in delivering
messages. Pathos is seen through a communicative delivery style, use of humor, and engaging
visuals, creating an emotional connection with the audience. Logos appears through arguments based
on religious texts and rational explanations relevant to daily life. The integration of these three
rhetorical aspects contributes to increased audience engagement and the cognitive and affective
reception of preaching messages. In conclusion, the study affirms that utilizing Aristotle's rhetorical
strategies in digital preaching can enhance the effectiveness of public communication on Instagram.
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