Sugiestian, Novita and Amin, Sitti Jamilah and Qadaruddin, Muhammad and Wahyuddin, Wahyuddin (2025) Humorous Da'wah and Netizen Discourse on TikTok: A Digital Reception Analysis of Ustadzah @Amazmii's Videos. Jurnal Kuriositas Media Komunikasi Sosial dan Keagamaan, 18 (2). pp. 1-22. ISSN 1979-5572

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Abstract

This study aims to examine netizen responses to humorous dakwah content disseminated via TikTok, with a particular focus on the account @Amazmii. As social media becomes an increasingly dominant platform for religious communication, particularly among youth, humour emerges as a strategic tool for engaging wider audiences while maintaining core religious messages. Employing a descriptive qualitative approach, the study combines sentiment and thematic analysis to explore emotional reactions, public discourse, and the social dynamics formed in the comment sections of short video content. Data were collected from 1,000 user comments using Apify and analysed through four analytic modules provided by Communalytic.org: Civility Analyzer, Sentiment Analyzer, Topic Analyzer, and Network Analyzer. The findings reveal that 61.76% of comments were neutral, 14.71% positive, and 23.53% negative. Sentiment classification through VADER and TextBlob suggests that humorous dakwah content is generally well-received and does not elicit strong negative reactions from viewers. The results further indicate that humour serves not only as an effective communication strategy but also as a means of reducing potential conflict in religious discourse on digital platforms. This study underscores the potential of humour in expanding the reach and impact of religious messaging among young audiences. It affirms that humorous dakwah videos can preserve civility and promote inclusive engagement without compromising religious values. The significance of these findings lies in the contribution to digital dakwah scholarship, particularly by highlighting humour as a viable strategy in religious communication on social media. However, this study is limited by its focus on a single TikTok account and platform-specific context, thus restricting the generalizability of its conclusions. Future research should explore diverse dakwah styles and platforms to develop broader, adaptive digital dakwah models that resonate with the evolving media consumption patterns of contemporary audiences

Item Type: Journal Article
Uncontrolled Keywords: Netizen Comments; Da'wah Humour; TikTok; @Amazmii
Subjects: 20 LANGUAGE, COMMUNICATION AND CULTURE > 2001 Communication and Media Studies > 200199 Communication and Media Studies not elsewhere classified
Divisions: Fakultas Ushuluddin Adab dan Dakwah > Program Studi Komunikasi dan Penyiaran Islam
Depositing User: Azaliyatulhidayah Azaliyatulhidayah
Date Deposited: 21 Oct 2025 07:32
Last Modified: 21 Oct 2025 07:32
URI: https://repository.iainpare.ac.id/id/eprint/11397

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