Interactive Da’wah Communication of Ustadz Syam on TikTok

TikTok is a da'wah communication medium for preachers containing content related to religious teachings. Each da'wah content receives various responses and reflects an interactive communication model. Thus, this study aims to investigate the interactive communication model within religious preaching on TikTok. The study focuses on the responses of internet users to the religious leader Ustadz Syam's content, as featured on his TikTok account @syam_elmarusy. The primary data was gathered using a qualitative approach, employing the netnography method. The content analysis method with the interactivity theory was used for analysis. The findings suggest that interactivity in religious preaching on TikTok can be divided into three categories: user-to-system interactions (such as likes, views, and subscribers), user-to-user interactions (such as comments from internet users), and user-to-document interactions (such as sharing content with other users). The results illustrate the interconnected pattern of interactivity between internet users, the content creator, and the TikTok platform, where all parties reinforce and complement each other.


A. Introduction
The proliferation of da'wah on social media platforms such as TikTok has been met with negative reactions from "netizens" or internet users.Some research suggests that the use of digital media may negatively impact its users, particularly adolescents and children (Sutrisno, 2022).Additionally, TikTok has been criticized for hosting content contrary to Islamic teachings, such as videos depicting fun and pornographic acts (Ramadhani, 2021).Furthermore, TikTok has been identified as a space where cyberbullies can occur (Febty & Qodir, 2022).Studies also show that negative perceptions and responses to the platform among communities are often rooted in dissatisfaction with the type of information and content services being offered, as well as the presence of immoral and unethical behavior on the platform (Syamsiani & Munfangati, 2022;Deriyanto et al., 2018).
Recently, TikTok has been widely used in the field of education.Teachers and school students have found TikTok to be an enjoyable and effective learning medium (Dewanta, 2020).This utilization aligns with educational policies that optimize digital media technology to enhance student performance and abilities (Warburton, 2022).TikTok is also utilized as a learning medium for Islamic and religious studies and a medium of da'wah.In this regard, Islamic da'wah on TikTok is primarily dominated by millennial Islamic preachers who tend to be more adaptable to contemporary developments (Nafa et al., 2021).The optimal utilization of TikTok for the needs mentioned above is supported by the availability of various TikTok templates that can be used to create instantly engaging content (Altania & Sungkono, 2021).In its use for Islamic da'wah, TikTok has become the primary medium for modern Islamic preachers in Indonesia, such as Ustadz Syam and Ustadz Felix, to interact with their congregation (mad'u).
Previous research on social media and da'wah has focused on revealing users' motivations in utilizing social media platforms such as TikTok as a medium for da'wah.According to Ahmad Khairul Nuzuli, netizens use TikTok mainly for social interaction and entertainment (Nuzuli, 2022).However, there is also a growing interest in exploring the potential of TikTok as a medium for da'wah, focusing on identifying effective methods, patterns, and optimization strategies.Other studies have shown that optimizing TikTok for da'wah can help strengthen the Muslim community (Pamungka et al., 2022) and promote diversity (Supratman et al., 2022).The younger generation of Muslims, particularly those who are considered "digital natives" (Marcotte, 2015), have been identified as crucial figures in leveraging TikTok for da'wah (Maghfirah et al., 2021).One example is the use of TikTok by Islamic Boarding Schools as a form of digital marketing by creating attractive text and video content (Isnaini & Fauzi, 2022).
Furthermore, previous studies on users' reactions to social media content have focused on economics, health, and public policy.For example, Corey Basch and colleagues have analyzed users' responses to public health phenomena by examining the language used in a text, audio, and video content (Basch et al., 2022).Additionally, content uploaded on TikTok has also been used as a medium of communication to the public regarding government policies, such as those related to the Covid-19 pandemic (Kopecka-Piech & Łódzki, 2022).In this regard, Dina Hanifa and her team have argued that netizens can effectively respond to the content they encounter on TikTok by commenting on it (Hanifa et al., 2021); thus, the comments section serves as a platform of interaction between netizens and the account owner.and various understandings that can influence readers (Dijk, 2011, Schreiber, 2017).

B. Method
This research utilized a qualitative content analysis with a netnography perspective (Costello & McDermott, 2017).As a research methodology, content analysis involves a comprehensive examination of written or printed information in mass media or social media.As the founder of the symbol coding technique, Harold D. Lasswell described the content analysis as a scientific research approach aimed at describing the content characteristics and drawing inferences from it.In carrying out this research, an objective, valid, reliable, and replicable systematic identification of the visible (manifest) communication content is conducted (Eriyanto, 2011).Additionally, the netnography method was employed to gain a deeper understanding of netizens' culture, interactions, and activities in cyberspace (Fitriyah & Nurhaeni, 2021;Irawan, 2022).Netnography enables the researcher to uncover non-verbal responses to netizen messages (Başaslan & Aydn, 2022) or comments in the comments section on the TikTok account of Ustadz Syam. to June 2022 on Ustadz Syam's TikTok account revealed that there were ten pieces of da'wah content.These were then utilized as the sample for the study.
The sample represents a portion of the population and is selected through specific methods (Suharsimi, 2006).Given that the population size is less than 100, the entire population is being utilized as the sample in this study.Thus, this study's sample is the ten da'wah content obtained based on the sampling technique outlined above.TikTok is a popular social media platform that has found a multitude of uses among its users.One of how it is utilized is for preaching.People from all walks of life and backgrounds come together on the platform to spread their message and share their beliefs with a vast audience.The short-form video format of TikTok provides an easy and accessible means for individuals to communicate their ideas, making it a valuable tool for preaching and spreading awareness.Whether a religious leader sharing their sermons or a motivational speaker delivering inspiration, TikTok is becoming an increasingly popular platform for people to share their messages and reach a wider audience.
Ustadz Syam is a well-known figure on TikTok, with a large following of 3.6 million subscribers.He has managed to create content that resonates with his audience, as evidenced by the 115.5 million likes his posts have received.
These numbers demonstrate Syam's exceptional ability to engage and entertain his followers on the platform.He has become a popular figure on TikTok and social media in general, making him a highly sought-after influencer and content creator.His success on TikTok can be attributed to his unique style and relatable content.He creates educational and entertaining videos, often discussing spiritual and religious topics in a lighthearted manner.The extensive reach of Ustadz Syam's TikTok presence drives him to expand his account further and generate a greater impact on society through his dissemination of Da'wah.By disseminating the message of Islam, he aspires to foster love, peace, and understanding among individuals from diverse backgrounds, thereby bridging divides and promoting unity.Additionally, he endeavors to supply educational and motivational content to the youthful demographic to inspire them to lead a life of significance and purpose.
Through his utilization of the TikTok platform, Ustadz Syam can reach a significant number of individuals, thereby positively impacting their lives.His objective is to serve as an exemplary representative of the Islamic faith.
The production of content shared on Ustadz Syam's platform is primarily influenced by the requests made by subscribers.To keep pace with the dynamic and rapidly evolving social media landscape, Ustadz Syam meticulously monitors trending topics and incorporates them into the content he produces.To ensure the highest level of comprehensibility and accessibility, he uses subtitles in his videos.This approach appeals to a broader audience and enables him to reach out to specific demographic groups who may be challenged by auditory content.
One such demographic group that stands to benefit from this approach is individuals with disabilities, particularly those with hearing impairments.
Including subtitles in his videos provides these individuals with an equal opportunity to understand and engage with the content, thereby contributing to the overall impact that Ustadz Syam aims to generate through his platform.
Ustadz Syam's strategic approach to content creation and dissemination is designed to cater to his subscribers' needs and preferences while ensuring that his message reaches the widest possible audience.By combining trending topics with subtitles, he can foster a sense of inclusiveness and promote his message of love, peace, and understanding among people from all walks of life.
the response from netizens to Ustadz Syam's content on mental health is evidence of the positive impact of his preaching on the community.The engagement of netizens on this topic also indicates the importance of raising awareness about mental health and the role of religion in promoting wellbeing.The positive response to Ustadz Syam's content on mental health shows that his preaching is well-received and appreciated by the community.
Netizens also commented positively on Ustadz Syam's content regarding lessons in the month of Ramadan, where he explained that the month of Ramadan teaches us that the biggest enemy in our life is ourselves.Here, Ustadz Syam shared his insights on fasting and pointed out that the biggest challenge during this period comes from within oneself, specifically from desires and temptations.He emphasized that the inner struggle with one's lust makes fasting an actual test of self-control and spiritual discipline.This thought-provoking message received a considerable response from netizens, who were moved by the depth of the message and appreciated the reminder to be mindful during the fasting period.The message not only resonated with those who practice fasting, but also with those who are seeking to improve their self-discipline and lead a more virtuous life.This content, however, generates only 339 comments and 605.9 thousand views.
Ustadz Syam's content received mixed reactions from the public, with some netizens expressing unfavorable opinions.Specifically, the content in question dealt with the Night of Nisfu Sya'ban.Despite garnering over 13,400 comments, the text sparked disagreement and contradictory comments from some individuals.This can be seen in the impartial tone of the text.The The scope of this research is limited to the contents posted by Ustadz Syam on TikTok.The observation and data collection period will commence from January 2022 to June 2022, encompassing all the content published by Ustadz Syam during this duration.Although Ustadz Syam's content uploads reached 44 over six months, not all of them contained da'wah content.Hence, the researchers have established a population limit to streamline the study.According toSugiyono (2011), population refers to the domain of generalization that encompasses objects or subjects with specific qualities and characteristics determined by the researchers for study and conclusion drawing.This study's population is confined to the contents posted from January to June 2022.Mochammad Irfan Achfandhy dan Mutiara Rizqa Chairunnisa Interactive Da'wah… Lentera: Jurnal Ilmu Dakwah dan Komunikasi Vol.VI, No. I, Juni 2022 P-ISSN: 2549-7391, E-ISSN: 2549-578X https://journal.uinsi.ac.id/index.php/lentera70 Applying the population limitation of da'wah content from January 2022 response indicating a conflict with Ustadz Syam's views is demonstrated by comparing and contrasting the arguments presented.Netizens pointed out that some of the arguments about Nisfu Sya'ban are not mentioned in the Al-Qur'an.They further substantiated their claims by citing Ustadz Adi Hidayat and Ustadz Khalid Basalamah as sources of comparison.

Table 1 .
Da'wah Content of Ustadz Syam's TikTok from January to June 2022