A Social Media Based Da'wah Model for Strengthening Islamic Moderation among Generation Z

Abstract

This study aims to analyze the effectiveness of a social-media-based da'wah model in strengthening Islamic moderation among Generation Z and to identify creative content strategies that align with the characteristics of young users. The research employs a qualitative method with a case study design, selected for its ability to provide an in depth understanding of the phenomenon of digital da'wah communication in real-life contexts. This method and design were chosen to explore the experiences of audiences and preachers directly through rich descriptive data. The research location is Yogyakarta, which has a large Generation Z population and an active digital ecosystem. Five informants were selected purposively, consisting of content creators, digital literacy activists, campus da'wah media managers, and active social media users, as they represent direct involvement in the production and consumption of digital da'wah. The findings indicate that creative, interactive da'wah content using simple visual language is more effective in instilling Islamic moderation values. The study recommends strengthening digital preacher training, enhancing content interactivity, and developing guidelines for moderate da'wah based on social media.