Orientation of Da'wah Development Through Inclusive Mass Communication (Mass Media)

Published date: Jul 15 2025

Journal Title: KnE Social Sciences

Issue title: The International Conference on Da'wah & Communication 2024 (ICDComm 2024)

Pages: 458 - 476

DOI: 10.18502/kss.v10i14.19110

Rini SetiawatiUniversitas Islam Negeri Raden Intan Lampung

Rahmat Hidayathidayatrahmat677@gmail.comUniversitas Islam An Nur Lampung

M. Apun SyaripuddinUniversitas Islam An Nur Lampung

Religious activities, namely Islamic da’wah, illustrates how communication is an important tool and instrument. Nowadays, along with the current era of modernization, globalization, and the development of science and technology, da’wah needs to fulfill its position by adjusting market demand. In communication, da’wah is a medium for conveying and informing the masses about the teachings of Islam so that they behave in accordance with sharia. Significantly, da’wah has become a necessity for Islamic societies to communicate to audiences. The existence of mass media can build holistic opinions because globalized mass media can help da’wah to influence the mindset and behavior of society at large. As well as the orientation of mass media for da’wah can make its development more interesting and relevant to the needs of the people in public access. The development of da’wah through mass media is expected to give a special impression or effect to mad’u individually and the wider community collectively. If mass media can be adopted by da’wah to the fullest, it can have an impact on people in three sides (cognitive, affective and conation). Thus, in the preaching of religion (Islam) or da’wah, mass media is a important need of society, and efforts to develop da’wah through mass media communication require full concentration in packaging Islamic messages.

Keywords: da’wah orientation, da’wah development, mass media communication

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