Creative Communication Strategies in the “Malaka” Channel as a Model for Digital Da’wah on YouTube استراتيجيات الاتصال الإبداعي في قناة "مالاكا" كنموذج للدعوة الرقمية عبر يوتيوب
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Abstract
This research was conducted in response to the rapid development of digital media and the need to develop da’wah approaches that are relevant to YouTube audiences, especially young people. The study aims to analyze the creative communication strategies used by the “Malaka” YouTube channel and examine how these strategies can function as a model for digital da’wah. The research employed a qualitative descriptive approach using a case study method. Data were collected through direct observation of the channel’s content, digital documentation, and semi-structured interviews, then analyzed using the Miles and Huberman model through data reduction, data display, and conclusion drawing. The findings reveal that the “Malaka” channel applies two main strategies: simplifying complex knowledge through creative storytelling in the “Bahasa Bayi” program and building emotional influence through cinematic storytelling in the “Malaka Cinematic Podcast.” These strategies contribute to the creation of engaging and impactful digital content that combines rational persuasion with emotional appeal. The study concludes that the creative communication strategies used by “Malaka” can serve as a contemporary model for developing digital da’wah on YouTube.
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