Generasi Muda dan Narasi Lokal dalam Dakwah Multikultural: Studi Literatur tentang Efektivitas Strategi Komunikasi Berbasis Kearifan Lokal di Era Digital
Abstract
Abstraksi
Penelitian ini mengkaji relevansi dan efektivitas strategi komunikasi dakwah berbasis kearifan lokal dalam menghadapi dinamika dakwah multikultural di era digital. Generasi muda, khususnya Gen Z, sebagai digital natives memiliki pola komunikasi yang singkat, visual, dan interaktif sehingga memerlukan pendekatan baru dalam penyampaian pesan keagamaan. Penelitian ini menggunakan metode kualitatif dengan pendekatan systematic literature review (SLR) terhadap artikel dan jurnal terakreditasi terbitan 2020–2025. Hasil kajian menunjukkan bahwa kearifan lokal tetap relevan sebagai media dakwah apabila dikontekstualisasikan ke dalam format digital seperti video pendek, meme budaya, dan storytelling visual. Temuan juga menegaskan bahwa efektivitas dakwah ditentukan oleh sejauh mana pesan memenuhi kebutuhan kognitif, afektif, identitas, dan integrasi sosial audiens muda sebagaimana dijelaskan dalam teori Uses and Gratifications (U&G). Penelitian ini menekankan pentingnya inovasi komunikasi dakwah yang kreatif, partisipatif, dan berbasis budaya agar pesan keagamaan tetap otentik sekaligus mampu diterima generasi muda di masyarakat multikultural.
Abstract
This study explores the relevance and effectiveness of local wisdom-based communication strategies in addressing the dynamics of multicultural da’wah in the digital era. Young people, particularly Generation Z as digital natives, communicate in short, visual, and interactive formats, requiring new approaches to religious messaging. This study applies a qualitative method through a systematic literature review (SLR) of accredited journal articles published between 2020 and 2025. Findings indicate that local wisdom remains relevant when contextualized into digital formats such as short videos, cultural memes, and visual storytelling. The study also highlights that the effectiveness of da’wah depends on the extent to which messages fulfill cognitive, affective, identity, and social integration needs of young audiences, as explained by the Uses and Gratifications (U&G) theory. This research emphasizes the importance of creative, participatory, and culture-based communication innovations to ensure religious messages remain authentic and relevant to younger generations in multicultural societies.
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