Representasi Pesan Dakwah dalam Membentuk Perilaku Sosial Pengikut Akun Instagram Rumaysho

Abstract

The rapid growth of digital media has transformed the way Islamic da'wah messages are delivered, shifting from conventional preaching toward interactive social media platforms such as Instagram. This study examines how da'wah messages are represented on the Instagram account @rumayshocom and how that representation shapes the social behavior of its followers, focusing on three dimensions of the message: creed (aqidah), morality (akhlak), and Islamic law (sharia). Using a qualitative descriptive approach grounded in Stuart Hall's theory of representation, data were collected through in-depth interviews with key informants and informants, field observation, and documentation of account posts, then analyzed through the reflective, intentional, and constructionist models of representation. The findings show that the account's visual captions are perceived by followers as a direct reflection of authentic Islamic teaching (reflective), that the account's consistent, reference-based content reflects the deliberate educational intent of its administrator (intentional), and that followers actively reinterpret the messages according to their own daily experiences and needs (constructionist). Collectively, these three perspectives indicate that digital da'wah on Instagram functions as a credible, educational, and interactive medium that reinforces religious literacy and encourages more empathetic, tolerant, and disciplined social conduct among its audience. The study recommends that da'wah content managers maintain authenticity while innovating content formats, and that future research compare multiple da'wah accounts to obtain a broader picture of digital da'wah representation.