PESAN DAKWAH PADA AKUN TIKTOK @NURROHMANADI DALAM AT-TA’AWUN ALAL BIRRI WAT TAQWA (ANALISIS RESEPSI OLEH STUART HALL)

Da'wah activities in the technological era are not only carried out using conventional methods, but also through various media platforms. Today, along with the rapid informational technology advances, the ‘ulama (educated Muslim scholars) and the preachers may carry out da'wah activities through social media. One of them is through Tiktok. The Tiktok account of @nurrohmanadi aims to make his followers or audience follow what the account does. These activities deliver messages of da'wah in interacting with others, especially in helping in the acts of righteousness. This study aims to find out the da'wah message delivered and the meaning interpretation of the da'wah message done by @nurrohmanadi Tiktok account to the audience. This research applied descriptive qualitative method by using the reception analysis theory by Stuart Hall. The analysis is by comprehending the stages in meaning interpretation process by the audience when receiving the media messages by conducting interview, observation, and documentation to 6 participants consisting of students of Universitas Muhammadiyah Yogyakarta, Universitas Muhammadiyah Surakarta, and other universities both public or private. The study results can conclude that this Tiktok account provides more da'wah messages in terms of mu'amalah (social interaction) and morals, especially in giving alms, helping others, and emphasizing the manner as well as the etiquette of the account owner to others. Besides, the 3 positions of meaning interpretation by the audience in Stuart Hall’s analysis are Dominant Position, Negotiated Position, and Oppositional Position. The majority meaning interpretation by audience is dominated by dominant position followed by negotiation. However, none of the participants is in the oppositional position.