RETORIKA KEAGAMAAN PADA CHANNEL YOUTUBE DONDY TAN

HAFIZUN, ALIM (2026) RETORIKA KEAGAMAAN PADA CHANNEL YOUTUBE DONDY TAN. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Era digital membawa transformasi fundamental berupa mediatisasi agama, menjadikan YouTube sebagai ruang publik baru bagi diskursus teologis dan apologetika lintas iman. Penelitian ini dilatarbelakangi oleh fenomena Dondy Tan, komunikator keagamaan yang konsisten membangun wacana komparatif-logis di ruang siber. Hal ini merepresentasikan pergeseran pola komunikasi keagamaan menjadi lebih rasional dan terbuka. Penelitian ini bertujuan menganalisis konstruksi retorika keagamaan Dondy Tan serta dampaknya terhadap efektivitas pesan dan realita sosial di ekosistem digital, menggunakan Teori Retorika Klasik Aristoteles. Penelitian ini merupakan penelitian kualitatif yang menggunakan pendekatan analisis isi (content analysis). Sumber data primer bertumpu pada dokumentasi video di saluran YouTube Dondy Tan yang memuat konten dialog dan apologetika lintas iman, sementara data sekunder diperoleh dari literatur akademis yang relevan dengan kajian komunikasi agama. Analisis data dilakukan secara sistematis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Pisau bedah yang digunakan berfokus pada pemetaan elemen Ethos (kredibilitas), Pathos (emosi), dan Logos (logika) sebagai instrumen utama dalam mengukur efektivitas persuasi komunikasi di ruang publik virtual. Hasil penelitian mengindikasikan dua temuan utama. Pertama, konstruksi retorika keagamaan Dondy Tan dibangun melalui perpaduan Ethos (kredibilitas yang bersumber dari otentisitas pengalaman dan penguasaan literatur teologis), Pathos (manajemen emosi non konfrontatif yang menjaga iklim dialogis), serta Logos (argumentasi rasional berbasis kritik teks historis dan komparasi data). Kedua, instrumen retorika tersebut terobservasi berfungsi sebagai katalisator yang kuat dalam proses dekonstruksi teologis audiens. Ketiga elemen retorika ini bersinergi memicu efek persuasif yang nyata. Sebagai kesimpulannya, efektivitas retorika digital ini secara operasional berdampak pada terbentuknya realita sosial baru, yang mencakup perpindahan keyakinan pada level individu, keluarga, hingga skala komunal, serta memicu fenomena replikasi metode apologetika logis oleh audiens baru di era kontemporer. Kata Kunci: Apologetika, Mediatisasi Agama, Muallaf, Retorika Keagamaan, YouTube. ABSTRACT The digital era has brought a fundamental transformation through the mediatization of religion, establishing YouTube as a new public sphere for theological discourse and interfaith apologetics. This research is motivated by the phenomenon of Dondy Tan, a religious communicator who consistently constructs comparative-logical discourse in cyberspace, representing a shift towards more rational and open religious communication. This study aims to analyze the construction of Dondy Tan's religious rhetoric and its impact on message effectiveness and social reality within the digital ecosystem, utilizing Aristotle's Classical Rhetoric Theory. This study employs a qualitative method utilizing a content analysis approach. Primary data sources rely on video documentation from Dondy Tan's YouTube channel featuring interfaith dialogues and apologetic content, while secondary data are obtained from academic literature relevant to religious communication studies. Data analysis was conducted systematically through data reduction, data display, and conclusion drawing. The analytical framework focuses on mapping the elements of Ethos (credibility), Pathos (emotion), and Logos (logic) as the primary instruments for measuring the effectiveness of persuasive communication in the virtual public sphere. The results of the study indicate two main findings. First, the construction of Dondy Tan's religious rhetoric is formed through a combination of Ethos (credibility originating from authentic experience and mastery of theological literature), Pathos (non-confrontational emotional management that maintains a dialogical climate), and Logos (rational argumentation based on historical text criticism and data comparison). Second, these rhetorical instruments are observed to function as strong catalysts in the process of theological deconstruction among the audience. The synergy of these three rhetorical elements triggers a tangible persuasive effect. In conclusion, the effectiveness of this digital rhetoric operationally impacts the formation of new social realities, encompassing belief transitions at individual, familial, and communal levels, as well as triggering the replication of logical apologetic methods by new audiences in the contemporary era. Keywords: Apologetics, Mediatization of Religion, Muallaf, Religious Rhetoric, YouTube.

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