Video Virality Models in Constructing Clickbaits as Applied in Muhammad Faizar Islamic Preaching Contents
Author (s) : Dzakyy Ridha Mufadhdhal; I Dewa Putu Wijana; Sailal Arimi
Institution : Doctoral Program in Humanities, Faculty of Cultural Science, Universitas Gadjah Mada, Yogyakarta, Indonesia
Category : Article,IJMMU
Topics : Video; Preaching; Virality; Clickbait
Video technology serves as one of the most efficient tools for contemporary Islamic preaching. One prominent implementation of virtual preaching tools is the social media platform YouTube. This study aims to identify effective methods for implementing technological preaching through the linguistic features of clickbait, which are used to attract viewers to videos on YouTube. This research follows a qualitative approach with an interpretative analysis. The data source for this study is the Muhammad Faizar Official YouTube channel, while the research data comprise videos featuring clickbait vocabulary in their thumbnails. The study employs an observational method with note-taking and non-participatory observation techniques, followed by classifying videos into different levels of virality based on views, comments, likes, and duration. The findings reveal that word choice, thematic elements, and the aesthetic presentation of fonts in clickbait serve as key models in driving video virality. Ultimately, the vocabulary and sociocultural factors embedded in clickbait are proven to influence the effectiveness of dakwah videos in disseminating religious values through viral video content.
Article can be downloaded here >> https://ijmmu.com/index.php/ijmmu/article/view/6746/5508
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