Commodication of Da’wah on the @ shiftmedia.id Account on Instagram.
Tags: Instagram, Communication, Technology, Religious, Young People

As information technology advances in this digital era, activities in religion have undergone various transformations. Religious activities are now very flexible to be carried out anywhere and anytime and can also be adjusted according to needs. To get information related to one’s religion only needs to use the media they have to access it. The rapid development of increasingly sophisticated and modern communication technology makes it easier for us to communicate. At this time, social media is very appropriate for the means of delivering any content or messages to be conveyed through social media.

Today’s society is inseparable from technology because currently technology has become an inseparable part of all daily activities and facilitates the activities they carry out. In the media, a person can carry out their religious activities directly without the need to come to their respective places of worship. That way the media becomes very important for the lives of the people who access them because the media itself has a specific mission to invite Indonesians towards a better life.

The Instagram account @ shiftmedia.id is one of the da’wah accounts on Instagram that contains da’wah videos, displays Islamic studies with the theme of self-improvement and invites young people to migrate. The use of slang and the use of the @ shiftmedia.id account dakwah communication method wants to persuade followers to change attitudes or behavior from bad behavior to good behavior, this change in attitude can be called hijrah. This change in behavior is aimed at young people who are followers of the @ shiftmedia.id account. Sealin that the content material in the account was delivered by Ustadh Hanan Attaki, which has many young fans today.

Looking at the metaphor of the media as language, his attention focuses on the various ways the media format messages and frame the relationships between sender, content, and recipient. In particular, the choice of medium and genre influences important features such as narrative and the way a particular message is received and as a consequence, the media shape and adapt religious representations to certain mediums and genres. In this case the @ shiftmedia.id account through the media Instagram wants to see how the use of this popular culture of religion can be accepted by users of the media. Due to the increasingly commercialization of Instagram media in Indonesia, it has made the media popular among young people.

In the @ shiftmedia.id account, the admin wants to show that media metaphors as a language can be applied to any content on Instagram. The language used in the association of young people has distinctive features and is very prominent. The various languages ​​of adolescents are characterized by being short, agile, and creative. It can be seen from the use of language in the account @ shiftmedia.id, the words used tend to be short, while words that are rather long are shortened through a morphological process such as in written language. a. From the characteristics of the slang above, we can find out what kind of slang teenagers use the most so that we can also understand what they are talking about. However, the slang does not stop here, teenagers continue to be creative to create the latest slang rules. This can be seen from the increasing number of types of slang that are used.

Through this Instagram account @ shiftmedia.id through communication metafora as an environment to show that this account uses the media as a center of knowledge about religion. the method used is to use da’wah communication. Mass media is currently the most widely used and most efficient medium for spreading messages. Communication in the mass media is communication aimed at a number of distributed, heterogeneous and anonymous audiences through electronic media so that the same message can be received simultaneously and momentarily.

Broadly speaking, the messages in the @ shiftmedia.id account post or call on humans to carry out Islamic teachings, obey Allah’s orders and stay away from His prohibitions. These messages are conveyed systematically based on the needs of the account’s followers. Based on what is in the @ shiftmedia.id account posting, the account admin wants to show that the communication made wants to have an impact on his followers. Each post is in line with the purpose of preaching, which is to change individuals and society for the better.

The media account @ shiftmedia.id is an Instagram social media account that has the aim of inviting followers to make a young migration. Hijrah is currently a trend 17 among Indonesian people, hijrah is not only done by elderly people with sufficient religious knowledge. However, hijrah has become a phenomenon among young people today. By using the media, someone can learn or get teachings about the teachings of the Islamic religion. Nowadays, media has become a place for someone to do religious activities. The @ shiftmedia.id account uses the media to spread Islamic teachings by using the da’wah method carried out on social media. The @ shiftmedia.id account uses the da’wah method and the use of media as a language in Instagram social media posts to invite followers to gain understanding and teachings about Islam. Through video posts with a duration of 60 seconds and the use of slang in preaching or captions, the account wants to show that this account is aimed at young followers.

By using this method of da’wah communication, the @ shiftmedia.id account wants to persuade followers to change their attitudes or behavior from bad behavior to good behavior, this change in attitude can be called hijrah. This change in behavior is aimed at young people who are followers of the @ shiftmedia.id account.

Sendy Charina Listyaningrum

(Student of Communication Studies, Muhammadiyah University of Surakarta)