Representation of Da'wah Messages and University Students Responses to the @pesantrennuruljadid Instagram Account from the Perspective of Religious Literacy

Abstract

The evolution of social media has shifted the delivery of dakwah (Islamic outreach) from conventional methods to a more interactive digital format. Instagram has emerged as a key platform utilized by Islamic educational institutions including the @pesantrennuruljadid account to disseminate dakwah messages through visually engaging, educational, and communicative content. This study aims to analyze how dakwah messages are represented on the @pesantrennuruljadid Instagram account and to examine the responses of Nurul Jadid University students (mahasantri) to these messages through the lens of religious literacy. Employing a qualitative descriptive approach, the study gathered data via observation, in-depth interviews, and documentation of Instagram content, which were subsequently analyzed using the Miles and Huberman interactive model. The findings reveal that the dakwah messages on the @pesantrennuruljadid account incorporate values ​​related to aqidah, sharia, and akhlaq, alongside the reinforcement of Islamic character; these are conveyed through visual designs, short videos (Reels), dakwah posters, documentation of pesantren activities, and accessible narratives. Student responses were generally positive, as the content broadened their religious insights, deepened their understanding of Islamic values, and boosted their motivation to practice their faith. However, the effectiveness of these messages is also influenced by factors such as digital literacy levels, the ability to grasp the context of the message, and the students' consistency in verifying religious information found on social media. In conclusion, the @pesantrennuruljadid account plays a significant role in representing dakwah messages and fostering religious literacy among students. Consequently, the management of dakwah content ensuring it remains credible, educational, and aligned with the needs of the digital generation must be continuously enhanced.