Anak Muda dan Media: Dakwah Sheikh Assim di Media Sosial Sebagai Basis Transmisi Salafisme di Indonesia
Keywords:
media sosial, jenaka, Sheikh Assim, salafi, anak mudaAbstract
Abstrak
Kelompok Salafi walau dikenal beraliran tradisional-konservatif dengan jargonya kembali pada Qur’an dan Sunnah, namun pada kenyataanya mereka dapat memanfaatkan teknologi informasi dengan maksimal untuk berdakwah. Tulisan ini membahas mengenai adanya gaya baru dakwah Salafi yang dilakukan oleh Sheikh Assim al-Hakeem. Ia merupakan seorang da'i asal Saudi yang dengan cepat mendapatkan popularitas di kalangan anak muda Indonesia melalui media sosial. Tulisan ini menganalisis cara dakwah yang disampaikan oleh Sheikh Assim yang banyak menarik simpati anak muda. Dengan menggunakan metode netnografi yang dicetuskan oleh Kozinets dengan 12 tahapan metodologis, penulis mengelaborasi dan menganalisis data secara virtual. Selain itu untuk mendapatkan data yang lebih komperhensif penulis juga melakukan wawancara lapangan kepada peserta kajian Sheikh Assim ketika berdakwah di Indonesia. Penelitian ini menyuguhkan pertanyaaan apa motivasi anak muda tertarik dengan kajian Salafi Sheikh Assim dan mengapa banyak diminati. Hasil penelitian menunjukkan bahwa pendekatan dakwah yang menggabungkan doktrin Salafi dengan gaya komunikasi jenaka dapat menarik minat anak muda Indonesia, terutama mereka yang kurang memiliki pemahaman matang tentang agama. Popularitas Sheikh Assim sebagai da'i viral di media sosial dengan gaya komunikasi santai menjadi faktor utama yang mendorong ia banyak disukai anak muda baik di media sosial maupun di kajian dakwahnya secara langsung.
Abstract
Although Salafi are known to be traditional-conservative with their motto of returning to the Qur'an and Sunnah, they can make the most of information technology to preach. This paper discusses the new style of Salafi da'wah conducted by Sheikh Assim al-Hakeem. He is a Saudi da'i who quickly gained popularity among Indonesian youth through social media. This paper analyses the way of da'wah delivered by Sheikh Assim that attracts many young people. Using the netnography method coined by Kozinets with 12 methodological stages, the author elaborates and analyses the data virtually. In addition, to obtain more comprehensive data, the author conducted field interviews with Sheikh Assim's followers when preaching in Indonesia. This research presents the question of what motivates youth to be interested in Sheikh Assim's preaching and why they are in great demand. The results show that a da'wah approach that combines Salafi doctrine with a humorous communication style can attract Indonesian youth, especially those who lack a mature understanding of religion. Sheikh Assim's popularity as a viral da'i on social media with a relaxed communication style is the main factor that drives him to be liked by many youths both on social media and in his preaching.
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