Da'wah Communication System on the TikTok Platform: An Analysis of Interactions Among Preachers, Messages, and Audiences in the Digital Era
Abstract
The rapid advancement of digital technology has transformed the pattern of Islamic da'wah communication from conventional face-to-face interactions into digital media-based communication. Among various social media platforms, TikTok has emerged as a strategic medium for disseminating Islamic messages due to its algorithm-driven content distribution and high user engagement, particularly among Generation Z. Previous studies have predominantly examined digital da'wah through YouTube and Instagram, while research focusing on TikTok from the perspective of the da'wah communication system remains limited. Therefore, this study aims to analyse the da'wah communication system on TikTok by examining the interaction between communicators (da'i), messages (risalah), media, audiences (mad'u), and communication effects. This research employs a qualitative descriptive approach using content analysis. Data were collected from literature studies and observations of da'wah content distributed on TikTok, and subsequently analysed through data reduction, categorisation, interpretation, and conclusion drawing. The findings indicate that TikTok has created a new model of da'wah communication characterised by concise, visually engaging messages, active audience participation, and algorithm-driven dissemination through the For You Page (FYP) feature. The effectiveness of digital da'wah is influenced not only by the quality of religious messages but also by the da'i's ability to adapt content to the platform's communication culture. However, the study also identifies challenges, including superficial message delivery, the spread of religious misinformation, and the need for stronger digital literacy among both da'i and audiences. This study contributes to the development of Islamic communication studies by offering a systemic perspective on TikTok-based da'wah communication, emphasising the interconnected roles of communicators, media algorithms, audiences, and communication effects in the contemporary digital ecosystem.