\" MASS MEDIA AS DA\'WAH MEDIA \" Created by

PAPER

"MASS MEDIA AS DA'WAH MEDIA"









Created by:

Quartin Qonita Q. 20130710037







ISLAMIC COMMUNICATION AND COUNSELLING

ISLAMIC FACULTY

UNIVERSITY OF MUHAMMADIYAH YOGYAKARTA

2014











Abstract

This paper aim to know the use of mass media as da'wah media in Islamic
da'wah development and to interpret the condition of media in Indonesia
whether according to the function of media or not. This paper also
wishes to know how the media do its role for developing Islamic Da'wah.
This paper furthermore gives an outlook on the Islam Mass Media on
constract Da'wah communication paradigm.

Introduction

Media has many functions which is useful for the public. One of the
functions of media is to give information that is needed by the public.
Mass media either printed media or electronic media are needed by people in
their life time for getting new information. Now everyone wants to be up
date and know in every occurrences because of he/ she want to enrich their
knowledge.

As we can see that media development has grown up and most of people
can access the information by using any media that they have. Any
technologies are getting sophisticated in this modern era. But the question
is, is it has accordance with Da'wah development itself?

In the middle of technology advance, Muslim should take a look to some
things that it needs to concern which is have aim to know deeper how Muslim
should utilize and response the advance of technology and media.

The existence of mass media in the middle of Muslim society should be
used as seed to grow a variety of business production, distribution, and
consumption of mass media services. In this way media is a canal that is
used to connect the communicator to the people massively, stay in long
distance and heterogonous.[1] The existence of media can be used by the
Muslim as media to socialize Islamic values in Muslim society.




The Function of Mass Media

Mass Media has a variety of functions for the public. The media has a
role to gather important information and newsworthy. And then the
information is disseminated to the public, so mass media is dynamic. There
are always new things that can be enjoyed by the public.
The mass media also provide lessons, knowledge or education for the
community.
The media became a means of entertainment for the people, the mass
media present to provide entertainment for the community, because
entertainment is also a needs for the public itself.
In addition, the mass media is also an aspiration to the public and
become a tool of control in democratic countries, becoming the fourth
pillar of the democratic system, after the Executive, Legislative and
Judicial. Mass media to criticize any policies issued by the government, a
defender of truth and justice and the report is based on facts and data.
According to Denis McQuail (McQuail, 1987: 1), the mass media have
function.

Importantly, among others:

1. The media is changing and evolving industry that createsemployment,
goods and services, as well as other industries turnrelated.

2. The mass media is a source of strength, control devices, management
andinnovation in society that can be used as a substitute for strengthor
other resources.

3. Media is the location (forum) are an increasingly important part to
showevents of the life of society, both national level and
internationally.

4. The media serve as a vehicle for cultural development, not onlyin terms
of the development of art forms and symbols, but also inunderstanding the
development of procedures, fashion, style and norms.

5. The media have become the dominant source not only for the individual to
obtain a description and image of social reality, but also for the
community and the group collectively[2]
Another function is mass media as surveillance. This function occurs
when mass media informs about information that alarming public such as
information about disaster and another apprehensive condition.
Interpretation, mass media not only supplies the fact and data but also
give interpretation towards important occurrences. Linkage, mass media
could unite plural society with the result form linkage based on same
importance and interest about a certain thing. Transmission of Values, this
function called socialization. Has same meaning with socialization.
Entertainment, media provides variety of entertainment that can amuse
public with entertaining programs. Information, this function meant media
as information disseminator. Education, one of educative way that be done
by mass media is through teaching of values, ethics, and norms to the
readers or beholders.[3]
So, mass media has main functions that actually people should
get their rights. But recently media in Indonesia ignores the function of
mass media itself, which is media give priority to entertainment than
something that more educative and have values on the information. Media has
not been proportional yet on giving information.


The Importance of Da'wah Implementation

From the big role of the mass media functions for the public
will give a big chance for Muslim to touch Muslim society and even non-
Muslim society. Facing the abilities of media to share information, there
are some things that can be done: Firstly, Muslim society should have
pretension to change da'wah paradigm. Da'wah is not just a lecture or
religious forum which is limited audiences. Properly, media covers a wide
activity that gives Islam comprehension for anyone through mass media.
Secondly, Muslim should expand the using of da'wah media. It begins from
electronic media, printed media, until Internet. Through mass media, Muslim
will not only have a wide audience but also have a high constancy.
Today, Islamic da'wah has entered in new era. We should
appreciate the opuses that bring Islamic value in it. Like Opick and Bimbo
music, also many religion movies appear, and now many da'wah activities
emerge in Internet media. Those all have positive and negative side. But we
have to appreciate such ways.
Another phenomenon, involvement of mass media on shining
Islamic Da'wah does not run appropriate with Islam norm because there is
another interest that should be done by media.[4] Media is become as a
business to obtain a profit. In this case, it is like in Theory of Media
Economic Politics.
In Theory of Media Economic Politics interpret that ideology
dependence on economic power is more concerned than load of information
(content) that will be provide to public.[5]
According to this theory, economic interest is more prioritized
than providing information. It is one of form of neglect the mass media
function. And it makes public do not get what they need. Media side should
be back to the function and give what people need. Media should know what
people need.
As now in the middle of our society need the existence of moral
and character building. And our society needs to be straightening to the
right path. Hence, the implementation of da'wah should be done either by
media or contemporarily.
Interaction of Mass Media with Religion

Currently development of Islamic da'wah has penetrated communication
technology through electronic media. This situation gives good expectation
for da'wah development itself. Husein Umar describes on his book "Dakwah",
he writes that Islamic da'wah mostly found on Television media. First, when
dawn time. In matters pertaining to television, dawn time known as non-
prime time. It means at dawn time the number of onlooker is just a little.
And probably onlooker who watch da'wah program in dawn time is people who
want to deep their religion. Second, as a part of entertainment industry,
TV programs will abreast actual trend. If the agenda is about religion, the
shows are about religion. Third, Image Interest. Da'wah program frequently
is became a tool to construct an image. As happen in Ramadhan, mass media
races show programs that has nuance of Ramadhan. But, after Ramadhan those
programs lost (does not appear anymore).[6]

Media activity as criticized above shows there is interaction between
mass media and religion. In Television, radio and printed media, theory
about determining broadcasting time, placement news volume in Agenda
Setting Theory is rise up. Media on giving information should have a
certain principal as in Agenda Setting Theory.

Agenda Setting Theory describes a very powerful influence of
the media. And it related with the media ability to tell us what issues are
important. There are two levels of agenda setting; [7]

1. The first level refers to the media using objects or issues to influence
the people what people should think about.

2. The second level decides what parts of the subject are important.

But how do media affect the people? The answer is we all consume
media. Therefore we all experience the media's agenda setting. The
relevance of information to a person and the level of uncertainty determine
a persons need for orientation. People with a high need for orientation are
more likely to be influenced by the media.

The Conceptual Model of Agenda Setting Theory



From this theory we can learn that media should always know what
people think about something important. In da'wah context, something
important that is meant is da'wah values itself. Therefore, media could set
da'wah agendas for influencing people. And exert da'wah strategy through
mass media.




Da'wah Strategy through Mass Media

Da'wah could be done through mass media either printed media or
electronic media as TV, newspaper, radio, internet and so on. Through
printed media, we can put da'wah substance into writings, notes and
histories which is published by newspaper, magazine, etc. Also electronic
media such as TV, radio, internet media can be put Islamic values into the
content of the programs.

Da'wah through Electronic Media

1. Radio Media

Radio is one of effective means for da'wah. Moreover radio can be
reached by all people. As we see that there are three stratums society
observed by the economic background, among others; low class society,
middle class society, and high class society. Radio is possessed by all
side. Da'wah strategy through radio is the effective way because radio is
the only media which is the society especially for low class economic use
the radio media as a means for getting information. Although besides we
know that radio is one of media that the development is left behind than
another printed media like Television and Internet, but until now the radio
media is the best way to give information which is the information is added
by Islamic values on it.

People will get receive the message of da'wah and also understand. As
we know that the radio programs are less educative and give priority to
entertainment world. Hence the message of da'wah which is included Islamic
values should be added in many programs in any radio stations. So that
people not just get something as less important becomes something more
important by the message of da'wah itself for the sake of amelioration of
public's character and moral. So in this case, using da'wah through media
is not about which the sophisticated one. But it is oriented for object
da'wah who can reach the media for getting da'wah message by radio.
Although radio media is not as sophisticated as Television.




2. Television Media

Second manner is da'wah through Television media. As we know that
almost all people from low until high class economic society background
possessing this tool as their means for getting information, entertainment,
knowledge, and education.

Television is one of human need in this modern era. Television is also
effective media for any things including for da'wah. Television has been
needed for people in their daily life. Because it can be watched in all
time. And according to Dr. H. M. Nurul Yamin., M.Si., lecturer for Mass
Communication in my class, people tend to seize information in an audio-
visual manner. Audio-visual is stronger than audio or visual only.

So, da'wah trough Television media is a good way to increase the
knowledge to public in general way. In this modern era, da'wah through
Television media is an effective way. We can see the success of da'wah
missionaries through Television media.

In another hand, media Television can shows program that have Islamic
substance like in the series movies. As we see series movies shows like
Tukang Bubur Naik Haji, Emak Ijah Pengen ke Mekkah and others. Those series
movies are favourited by many people from many ages.

3. Internet Media

Internet is the large system of connected computers around the world.
Internet media is used by many people today in all ages. The advance of
technology produces many sophisticated things like gadget for
communication. Currently many gadgets like Laptop, Notebook, and Tablet
until Smartphone which is infatuated by many people. From those gadgets we
will access Internet to get something that we need. Internet contains all
things such as picture, sound or music, writing and video.

By the internet we can share the da'wah message through publish or
post our writings that it contains da'wah values to our website or social
media like facebook, Twitter and other. Also now we know many applications
as in Tablet or Smartphone, there are applications that is chat
applications like Whats App, Line, Black Berry Messenger, and so on. We can
share our da'wah message trough those applications.

Besides, now anyone can upload videos to YouTube or social media that
it can be watched by everyone who access the Internet. We can upload video
that contains da'wah substance and share it to everyone in the world.

The advance technology facilitates us to get anything easier including
da'wah message. So in this era, da'wah can be done in many ways. And not
only da'wah missionaries called ustadz who can do da'wah but now everyone
can also do da'wah through the media.

Da'wah through Printed Media

1. Newspaper

Da'wah through newspaper is an effective way. All classes can buy
newspaper. Compared with another media such TV, Internet media and radio,
newspaper is the cheapest media. Different with another media, newspaper
can be brought wherever and whenever we go. But it depends on society's
reading interest level. If many people do not have interest to read, the
existence of newspaper means nothing. Because newspaper is visual media
which is the content should be read. Something that just in visual is lower
than an audio-visual.

2. Magazine

Equal with newspaper, da'wah message can publish Islamic content. And
all classes can buy it. But it has blind side namely magazine is a visual
media. It lowers than an audio-visual like Television media.




Today Condition of Indonesian Media

As we know that mass media has function as media information,
entertainment and education, also as social control. This theory has been
so grown on especially in journalism realm.
On those three interests so hard for press consumer desiderate
information from mass media that is not independent.
Media Indonesia today gives priority to less educative
programs. It is alarming for the message receiver especially toddlers.
Currently many parents permit their kids to waste time to watch Television
or even access the Internet without give surveillance. As we know media is
so influence for anyone who uses it especially for kids. Any information
that received by media should be filtered.
The condition of media today gives priority to something which
is not or less important for public. Media frequently gives information in
any programs that less educative. If we find out what the cause, we will
find the problem. And the problem is media today tends to have orientation
on profit of media business (showbiz).
Whereas if we can use media properly, we can use it as da'wah
means which we shows Islamic content on any programs. It will be useful.
But we see the phenomenon in our Television media. Many da'wah missionaries
on some program shows are favourited by many people but they do like the
programs not from the substance of Islamic values itself but they like the
figure of the da'wah missionaries by the joking. As the specimen is Ustadz
Maulana who brings da'wah TV program on Islam Itu Indah. From the TV side
seeks for da'wah missionaries who able to entertain people through their
joking. What the sake for? Just for the sake of obtain high rating of TV
shows in order from the Television side get profit.
It is so useless and misuses the function of mass media itself.
Actually the function of media is oriented to give information. But we see
the phenomenon, media is oriented for profit. And media is used as business
means.


Implementing Da'wah Communication Paradigm

The expansion of da'wah media exerted to reach wide society through
mass media need upgrading the quality and the quantity. In a wide society,
we can not to make an Islamic mass media and expect the media could be
effective to give big influence to public. As we know that Islamic mass
media always defeated in competition with another mass media that it
performs in general way. It means that mass media which performs with
Islamic substance has a little sum of reader or beholder.

This case is about inclination of society itself. People choose a
media because they feel what they need is fulfilled by the media. High
class media is media that can read what people need. But Islamic mass media
tends to supply certain thing.[8] This situation is not a fault but we need
to repair the communication system. We can see some developing Islamic TV
as AdiTv, Rodja Tv and others still have low interested person. We have to
change the media communication system without ignore the function of mass
media and also do not ignore the Islamic values.









Conclusion

The existence of mass media should be exerted wisely. Mass media has
function which is on perform its order should be appropriate with the
function. As information provider, media is so useful for Islamic da'wah
development.

From the media side should repair the media communication system in
order to make a change to a better media which is media can be exerted as
da'wah means. Using mass media properly and implementing Islamic media as
good as possible for the sake of can reach Islam mission on constructing
good moral in society's behaviour.

References

Elvinaro, Ardianto and Komala, Lukiati. Komunikasi Massa Suatu
Pengantar. Bandung: Rosdakarya, 2004

Denis McQuail. McQuail's Mass Communication Theory. (SAGE: London),
1987

Dian Mursyidah, Membangun Komunikasi Dakwah Melalui Media Massa.
Journal (July: 2010)


http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Me
dia/Agenda-Setting_Theory/

Journal Article The Agenda-Setting Role of the Mass Media in the
Shaping of Public Opinion. Maxwell McCombs. University of Texas.
Austin: 2007






-----------------------
[1] Ardianto Elvinaro and Lukiati Komala, Komunikasi Massa Suatu Pengantar,
(Bandung: Rosdakarya, 2004), pg. 3.
[2]Denis McQuail. McQuail's Mass Communication Theory. (SAGE: London),
1987. pg. 1
[3] Dian Mursyidah, Membangun Komunikasi Dakwah Melalui Media Massa.
Journal (July: 2010), pg. 2
[4] Dian Mursyidah, Membangun Komunikasi Dakwah Melalui Media Massa.
Journal (July: 2010), pg. 4
[5] Teori Komunikasi Massa. pdf
[6] Dian Mursyidah, Membangun Komunikasi Dakwah Melalui Media Massa.
Journal (July: 2010), pg. 4
[7]
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/A
genda-Setting_Theory/ (accessed in Tuesday, 30th December 2014, at 11: 21)
[8] Dian Mursyidah, Membangun Komunikasi Dakwah Melalui Media Massa.
Journal (July: 2010), pg. 11