Da'wah Through Social Media Tiktok (Cyber Media Analysis on Tiktok Account @syam_elmarusy)

Abstract

TikTok is a social media platform based on short-form music videos, equipped with various filters and music features, allowing users to create, edit, and share content widely. Currently, TikTok is increasingly being utilized as a medium for Islamic preaching (da’wah) by several Indonesian preachers, including Ustaz Syam through his account @syam_elmarusy. This study aims to examine the da’wah process on this account using cyber media analysis. The research employs a qualitative descriptive method with a virtual ethnography approach based on Christine Hine’s framework. Cyber media analysis is conducted across four levels: media space, media archive, media object, and experience. The results show that the @syam_elmarusy TikTok account actively engages in the da’wah process through its published content. At the media space level, the account adheres to platform procedures and successfully reaches a broad audience. At the media archive level, the videos contain Islamic messages (maddah), including teachings on aqidah, sharia, and morality. The media object level demonstrates user interaction such as comments, likes, saves, and shares. At the experience level, there is a reflection of real-life impact through virtual engagement. The implication of this study suggests that TikTok can serve as an effective alternative medium for delivering religious messages creatively and reaching the digital-native generation.