Konstruksi Retorika Dakwah KH. Zainuddin MZ di Media Sosial dalam Bingkai The Five Canons of Rhetoric
DOI:
https://doi.org/10.15408/interaksi.v5i2.49090Keywords:
Rethoric, Da'wah, KH.Zainuddin MZ, Social Media, The Five Canons of RethoricAbstract
This study aims to analyze and construct the da‘wah rhetoric of KH. Zainuddin MZ on social media through the framework of The Five Canons of Rhetoric: inventio, dispositio, elocutio, memoria, and pronuntiatio. The research is grounded in the ongoing shift of Islamic preaching from traditional pulpits to digital platforms, which demands adaptive communication strategies to remain effective amid increasing visuality, rapid information flow, and new interaction patterns within social media. In this context, it is crucial to examine how the rhetorical model of KH. Zainuddin MZ, widely known as a legendary Islamic orator—remains relevant and influential for diverse digital audiences across generations. This study employs a qualitative-descriptive method using content analysis of various da‘wah videos of KH. Zainuddin MZ available on YouTube. The analysis focuses on discourse structure, language choice, argumentative flow, and delivery techniques that contribute to the persuasive power of his messages. The findings show that the strength of inventio in KH. Zainuddin MZ's preaching lies in his selection of themes that are contemporary and closely connected to social realities. His dispositio appears in the clear and coherent organization of arguments. In terms of elocutio, his effective use of humor, analogies, and popular language enhances the appeal of his messages. Memoria is reflected in his mastery of religious texts and social context, while pronuntiatio is evident in his strong intonation, expressive gestures, and charismatic delivery. Overall, these five elements construct a communicative, humanistic, and digitally relevant model of da‘wah rhetoric. This research affirms that classical rhetoric not only endures but also finds renewed effectiveness within the landscape of modern Islamic communication, positioning KH. Zainuddin MZ as a successful model of da‘wah communication in digital spaces.
References
Aristotle. (2017). On Rhetoric: A Theory of Civic Discourse. Oxford University Press.
Adrianto, & Sitorus, C. (2022). Opinion of Public in Da’wah of KH. Zainuddin MZ. At-Tahdzib Journal, 7(2), 115–130.
Bakti, A. F. (2000). Communication and Islamic Da’wah. Jakarta: Logos.
------------------, (2013) Communication and Social Change in Indonesia: Studies on Islam and Civil Society. Jakarta: Prenada Media, 2013.
------------------, (2016) “Islamic Communication Outside the State: Case Study of Zainuddin MZ’s Preaching Networks.” Jurnal Komunikasi Islam, Vol. 6, No. 2 (2016): 45–62.
-------------------(2019). Digital Da’wah and Civil Society in Indonesia. Jakarta: UIN Press.
Bellah, R. N. ed. (2015). Civil Religion in America. Daedalus, 96(1), 1–21.
Burke, K. ed. (2016). A Rhetoric of Motives. University of California Press
Castells, M. ed. (2016). Communication Power. Oxford University Press.
Farid, Ahmad. (2017). Retorika Dakwah Islam: Teori dan Aplikasi. Jakarta: Rajawali Pers, 2017.
Faridah, N., et al. (2023). Strategi Dakwah di Media Sosial: Retorika Digital Para Dai Muda Indonesia. Jurnal Retorika Dakwah, 9(1), 45–62.
Fairclough, Norman. ed. (2015) Language and Power. London: Longman.
Foss, Sonja K (2018). Rhetorical Criticism: Exploration and Practice. Long Grove: Waveland Press.
Giles, H. (ed.) (2016). Communication Accommodation Theory: Negotiating Personal Relationships and Social Identities across Contexts. Cambridge University Press.
Heryanto, Ariel. (2014) “Cultural Politics of the ‘Dai Sejuta Umat’: Religion, Media, and Charisma.” Asian Journal of Communication, Vol. 14, No. 3 (2014): 271–286.
Hovland, Carl I, Irving L. Janis & Harold H. Kelley, (2015), Successful Communication: A Toolkit for Researchers and Civil Society Organisations. New Haven Connecticut, USA: Ingie Hovland Press.
__________________(2017). Communication and Persuasion: Psychological Studies of Opinion Change. New Haven Connecticut, USA: Ingie Hovland Press.
Kennedy, G. A. (2017). Classical Rhetoric and Its Christian and Secular Tradition from Ancient to Modern Times. Chapel Hill: University of North Carolina Press.
Lubis, M. (2015). Retorika dan Karisma Dai dalam Komunikasi Dakwah. Jurnal Dakwah dan Komunikasi Islam, 3(2), 210–230.
Meyrowitz, Joshua.ed.(2016). No Sense of Place: The Impact of Electronic Media on Social Behavior yang diterbitkan oleh Oxford University Press.
Miles, M. B., & Huberman, A. M. (2014). Qualitative Data Analysis: An Expanded Sourcebook. Sage.
---------------, (2019) A. Michael Huberman, & Johnny Saldaña, Qualitative Data Analysis: A Methods Sourcebook. Thousand Oaks: SAGE Publications.
McLuhan, Marshall. (2015), Understanding Media: The Extensions of Man. New York: McGraw-Hill,
Moleong, Lexy J. (2019), Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya,
Mulyadi. (2020). Retorika Dakwah dalam Perspektif Komunikasi Islam. Jurnal Komunikasi Islam, 8(2), 115–130.
MZ, Zainuddin, edisi (2017) Kumpulan Ceramah Pilihan. Jakarta: Gema Insani.
Nurdin, Ali. (2020) Komunikasi dan Dakwah di Era Digital. Bandung: Remaja Rosdakarya.
Rahmat, Jalauluddin. (2021). Retorika Modern Pendekatan Praktis. Bandung: Remaja Rosdakarya,
Rheingold, H. (2015). The Virtual Community: Homesteading on the Electronic Frontier (Revised Edition). Cambridge, MA: MIT Press.
Rohman, M. (2022). Retorika Dakwah KH. Zainuddin MZ dan Pengaruhnya terhadap Kesadaran Sosial Umat. Jurnal Ilmu Dakwah, 14(1), 77–92.
Shihab, M. Q. (2022). Membumikan Al-Qur’an: Fungsi dan Peran Wahyu dalam Kehidupan Masyarakat. Jakarta: Mizan.
Sari, R., & Fauzan, A. (2023). Digital Legacy of Islamic Preaching: The Case of KH. Zainuddin MZ on YouTube. Jurnal Komunikasi dan Media Islam, 11(2), 201–218.
Sari, R., & Fauzan, A. (2023). Digital Legacy of Islamic Preaching: The Case of KH. Zainuddin MZ on YouTube. Jurnal Komunikasi dan Media Islam, 11(2), 201–218.
Syaifulloh, M. R. (2021). Transformasi Retorika Dakwah di Era Digital. Jurnal Komunikasi Islam, 6(1), 77–93.
Suara.com. “Kanal YouTube Resmi KH. Zainuddin MZ Dirilis,” 25 Oktober 2022.
Saputra, Wahidin, (2021). Komunikasi Islam: Dakwah dalam Perspektif Multidimensi. Jakarta: Prenada Media.
--------------------, ediisi (2015). Retorika Monologika: Kiat & Tips Praktis Menjadi Muballigh.Bogor: Titian Ilmu.
Tovey, David, ed. (2016) The Art of Speaking: From Cicero to Modern Rhetoric. London: Routledge.
Ulfa, Marya, Lilis Muchlisoh, Luluk Fikri Zuhriyah. (2025). Retorika Dakwah Wajdi Azim di Media Sosial Instagram. Annida: Jurnal Komunikasi Islam.Volume 17 No.1, Januari-Juni 2025)
Warnick, B. (2017). Rhetoric Online: Persuasion in the Digital World. Peter Lang Publishing.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
