THE COMMUNICATION STYLE OF DAKWAH ON THE @NUGARISLUCU INSTAGRAM ACCOUNT

Abstract

This study aims to analyze the communication style and message meaning in the posts on the NU Garis Lucu Instagram account using Roland Barthes' semiotic analysis approach. The research method used is qualitative with a case study approach. Data were collected through observation of several posts deemed relevant and suitable for analysis. The analysis was conducted by identifying signs in the images and text of the NU Garis Lucu Instagram posts, then interpreted based on Roland Barthes' semiotic theory. The results show that the communication style used in the NU Garis Lucu Instagram account combines humor with both formal and slightly informal language, aiming to deliver dakwah messages in a lighter and more easily accepted manner by the audience. The message meaning in the posts consists of three main aspects: faith (akidah), morality (akhlak), and Islamic law (syariah). The messages of akidah and akhlak focus on human relationships with others and with Allah SWT, while the syariah message relates to the values of Islamic dakwah. This study is expected to contribute to the development of dakwah communication studies in social media and expand the understanding of using semiotics in analyzing dakwah messages.