Komunikasi Persuasif Anre Gurutta Faried Wadjedy Dalam Model Dakwah Digital Hibrida Era Society 5.0

Abstract

This study examines Anre Gurutta Prof. Dr. H. M. Faried Wadjedy’s persuasive communication approach and its contribution to building a hybrid digital da’wah model in the era of Society 5.0. Using a qualitative single-case study approach, data were collected through in-depth observations of offline assemblies, critical discourse analysis of 150 YouTube videos and 50 live broadcast sessions (2020–2025), participant observation, and in-depth interviews with da’i and their media team. The findings reveal five consistent persuasive characteristics (ethos rooted in Bugis-Makassar traditional authority, pathos through local narratives and humor, simplified logos, adaptive kinesics, and strong social presence) that remain consistent across physical and digital spaces. This model demonstrates that authentic local identity, far from being a barrier, is a strongest asset in the digital age. MDHA offers a replicable blueprint for Indonesian da’wah, demonstrating that deeply rooted traditions and cutting-edge technology can coexist harmoniously. This study recommends its implementation by preachers, Islamic institutions, and policymakers, as well as further comparative and longitudinal research across Indonesia's diverse cultural contexts.