Dilema Digital dan Narasi Keberagamaan: Analisis Pola Komunikasi Persuasif pada Gen Z dalam Ekosistem Hijrah
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Abstract
This study aims to analyze persuasive communication strategies and digital da'wah narrative management in the millennial migration ecosystem on social media. Using a qualitative approach with a descriptive-analytical method, this study dissects the phenomenon of da'wah in the era of algorithms as material objects and the theory of religious mediatization as formal objects. The scope of the research covers the dynamics of religious content production by millennial creators in Indonesia. The results show that algorithms have shifted religious authority from formal institutions to participatory authorities, where persuasive communication is now emotional-centric and relies on writing pause strategies to create reflective spaces. In conclusion, the future of digital da'wah lies in managing the balance between the demands of aesthetic algorithmic logic and the depth of the substance of religious messages in order to maintain digital ethics and the quality of religious literacy of the younger generation.
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