Bahasa Dakwah Populer Aisyah Dahlan: Antara Legitimasi Otoritas Keagamaan dan Komodifikasi Budaya Konsumsi Digital

Abstract

This study examines popular preaching language in digital media through Aisyah Dahlan’s da’wah as a phenomenon of Islamic communication. It aims to analyze the forms of popular preaching language she uses, examine the construction of religious authority in digital da’wah, and understand its relationship with digital media consumption culture. This qualitative study employs descriptive-analytical methods, using digital documentation and observation supported by literature on da’wah communication, digital media, rhetoric, popular culture, and religious authority. Primary data consist of Aisyah Dahlan’s sermons, short videos, and interactive posts on YouTube, Instagram, and TikTok, selected purposively according to popularity, audience interaction, and thematic relevance. The findings show that her preaching language is simple, communicative, persuasive, and emotional, particularly through family psychology. The study further finds that religious legitimacy is increasingly shaped by professional competence, communicative ability, audience reception, and adaptation to digital media, while commodification influences how religious messages are packaged and consumed.