CYBER DA’WA OF “AA GYM DAILY VLOG” AS MOSLEM MODERATE PREACH MEDIUM

New media plays a big role in virtual da’wa for society in a disruption era. "Aa Gym Daily Vlog" which released on July 29, 2020, is one of the digital media video blog platforms that received 6.44K subscribers within only one week of releasing its first teaser vlog. The vlog video content is posted each Monday and Thursday every week. The research purpose is to describe the virtual da’wa message packaging by using an Islamic preacher personal blog. The writer used a qualitative method with a discourse analysis approach. Data collection was done through observing 17 scenes of "Aa Gym Daily Vlog" premiere vlog content. This virtual da’wa of "Aa Gym Daily Vlog" is packaged in a concise and brief based on Aa Gym daily activities who carried out manners, morals, and the science of tauhid in accordance with the guidance of Rasulullah saw. The use of virtual da’wa "Aa Gym Daily Vlog" offers easy access to mad’u (da’wa recipients) directly in real action. The da’wa messages in "Aa Gym Daily Vlog" content are made very applicable, starting from the daily activities of Aa Gym about waking up and the traditions of the prophet Muhammad saw in social daily life. Virtual da’wa of Aa Gym's is made seriously and professionally as an effort to encourage the digital community in developing themselves based on Islamic guidance.


A. Introduction
Moslems in Indonesia occupy the largest number of people of other religions, therefore most of the laws and regulations reflect the values of Islamic values. Along with the development of the era of Islamic preaching, it began to penetrate various media and methods, unlike in the past, which was only spread by word of mouth while trading. The virtual da'wa approach is an innovative medium to get the recipient of da'wa (mad'u) closer to get da'wa content. This shifting method day of virtual da'wa occurred because of the existence of internet. It grows the Vol. 2 No. 1, 2020 w-2 nd ICONDAC -November 3-5, 2020 e-ISSN: 2686-6048 passion of millennial generation to learn Islam on social media platform. They don't really interest to listen the conventional preach nowadays. 1 Moreover, the demographics of Indonesia's digital society are more dominated by the millennial generation. 2 The use of virtual da'wa has many advantages in every feature of its social media. However, it may also be the case wherein religious understandings are rapidly transforming into other virtual forms that are rather fake and misleading. 3 In fact, Indonesian Moslem use social media to find more knowledge about Islam. 4 Seeing this phenomenon, Aa Gym through his official YouTube launched virtual da'wa using vlog medium. Aa Gym or KH. Abdullah Gymnastiar is an influential Indonesian preacher who leads the Daarut Tauhid Islamic Boarding School. Islamic preacher (da'i) must have the ability to understand the psychological condition of mad'u in order to be able to design what methods are suitable to be used as a medium of preaching. 5 Aa Gym is the only preacher who uses vlog as a medium of preaching. As a preacher, he has succeeded in formulating vlog content by emphasizing the sub-theme of da'wa. Vlogs is a kind of social media which grows in popularity among millennial generations. It has the content of oral blogs with daily stories, particular information, or personal diaries. 6 Aa Gym premiere vlog which is the first introduction of "Aa Gym Daily Vlog", gets 6.44 K subscriber within 1 week it's launched. Apparently, there are other well-known Islamic preachers who have utilized internet as da'wa medium. There are Ustadz Adi Hidayat (@adihidayatofficial), Ustadz Hannan Attaki (@hanan_attaki), and Ustadz Abdul Somad (@ustadzabdulsomadofficial). Nevertheles, only Aa Gym as the first and only Indonesia Islamic preacher who expands digital da'wa using vlog. It is also managed seriously by using creative content team of Daarut Tauhid and Management Qolbu.  (2020) It is not easy for Aa Gym to get mad'u attention to subscribe his vlog channel. Aa Gym should design attractive packaging of the vlog content. He composed powerful verbal language which tend to persuade mad'u. Verbal language on vlog content plays an important aspect whether the vlog is worth to be subscribed or not. 7 The content of the vlog "Aa Gym Daily Vlog" is actually packaged in a contemporary way. The message of Aa Gym vlog is based on moderate Islam where it contains teachings that are oriented towards living in harmony in diversity, peace, humanity and equality. Islam that was revealed by Allah as rahmatan lil alamin (a blessing for the whole world community) wrapped in the adaptation of the sunnah into the life of modern world to build religious human civilization. Social media usage has been utilized for human life in everyday life. Moslems around the world have already used this social media trend over the years. It brought many changes in the ways how Moslems society interact each other both at personal and groups level. 8 It differentiates digital content of Aa Gym digital da'wa to another Islamic preacher. Here are all vlog series of "Aa Gym Daily Vlog": In all of his video vlogs, Aa Gym practices his daily activities such as brushing teeth, getting out of bed, performing ablution, cycling, visiting neighbors, and so on. Aa Gym would like to convey how important it is to be the role model as public figure so that Mad'u can follow his habit based on Islamic guidance. Mad'u feel involved in the vlog. This approach method must be assisted by persuasive communication so that the process of conveying message of the da'wa is conveyed through meaningful transaction between da'i and mad'u (Hakim 2017). The meaning transaction is an important tool to achieve the purpose of da'wa message which conveyed by da'i to increase the faith and piety of Mad'u to Allah SWT.
The da'wa method in "Aa Gym Daily vlog" is a kind of da'wa bil-Hal through digital platform medium. Da'wa bil-Hal is da'wa that prioritizes the action approach. "Aa Gym Daily Vlog" wants to persuade mad'u to carry out the sunnah of Muhammad SAW through real actions in daily activities. This type of preaching has a great influence on the recipients of the da'wa because Mad'u won't feel patronized.
In the vlog "Aa Gym Daily Vlog", mad'u are being invited to have interactive dialogue as friend on vlog comment column. Aa Gym wants to build sense of kinship on his vlog to get positive influence on viewers. Hence, mad'u will keep following the virtual da'wa "Aa Gm Daily Vlog" by clicking subscribe button on the vlog. When mad'u presses the subscribe button, the viewer will immediately receive every notification of Aa Gym's latest vlog upload. This method of da'wa through a sense of friendship was indeed taught by the Prophet Muhammad SAW to preach affection.
Aa Gym uses vlog medium because of its easiest and fastest digital platform to be used in disruption era. The prophet Muhammad SAW also utilized all forms of media that existed at his time in the medium of delivering da'wa. Vlog is a video blog that is made more personal to broadcast personal notes that are always updated by the vlogger according to the theme of the activities someone is doing. The virtual da'wa medium basically makes it very easy for da'i to broadcast da'wa about Islam. Subsequently, mad'u receive the da'wa message and re-share the video vlog to other moslems by clicking share button. It gives a lot of broadmindedness to one another. As Allah SWT says: Say thou, this is my way, I do invite unto Allah, on evidence clear as the seeing with one's eyes, I and whoever follows me. Glory to Allah! and never will I join god with Allah! (Q.S. Yusuf [12]:108).
This study aims to describe the digital da'wa method of Aa Gym through "Aa Gym Daily Vlog" platform by analyzing the verbal language use of Aa Gym rhetoric. The research on digital da'wa through vlog by a preacher has never been done before by other researchers. Hence, it will provide novel recommendation for the development of da'wa media use in this 5.0 era.

B. Theoretical Review
This section contains theory which related to the research variables. Semiotic theory will be used to analyze the results data analysis. Semiotic theory underlies the concept of signs which are composed of language and communication systems. The language and communication system comes from human thought which is represented in the form of sign so that it can be connected with the reality of the object that resembles it. The semiotics theory used in this research is Charles Sanders Pierce's semiotics. Peirce's thinking that sign is related to objects that resemble to the causal relationship with the signs. Pierce sees that the representation (sign) is an inseparable part of the reference object and the interpretant. Sign stands to somebody or something in the sense that represents a subject that is inseparable from the sign. Semiotic theory underlies the concept of signs which are composed of language and communication systems. The language and communication system comes from human thought which is represented in the form of a sign so that it can be connected with the reality of the object that resembles it. The semiotic theory used in this research is Charles Sanders Pierce's semiotics. In the reality of life, humans perceive signs as concrete objects. Everything from a sign that is present in reality can have similar relationship because it refers to something in common. The sign is connected by means of the object represented.

C. Methods
This research conducted with qualitative method with the approach of discourse analysis. On discourse analysis approach, the language can have variant meaningful. This research context was formulated based on the language used in certain discourse. It also offers proper methodology on how specific someone can construct his/her argument about self-evident and truth to wider societies. We viewed that "Aa Gym Daily Vlog" video premiere has many potential powerful of verbal content in terms of how the way Aa Gym delivered his dakwah message on the vlog. This vlog is constituted professionally in packaging its content. There were 13 selected spoken scenes from a premiere vlog of "Aa Gym Daily Vlog" entitled "Aa Gym Belajar Nge Vlog" to be analysed. The data collecting was done by observing and transcripting Aa Gym spoken language on "Aa Gym Belajar Nge Vlog". These 13 scenes were identified into the coding categories. Then, we examined the categories into Headers, Introduction and Conclusion to find the data interpretation on how Aa Gym compose outstanding verbal da'wa messages.

D. Results and Discussion
Aa Gym vlog provides not only the content of lecturing, but also the personal practices in applying the content of the lecture. In the vlog series, Aa Gym really gives understanding to mad'u while making an application of the material presented. There were 13 scenes from the premiere vlog that will be analyzed from the premiere of "Aa Gym Belajar Nge Vlog".  (2020) Aa Gym uses persuasive verbal language to communicative the explain reason of this vlog exist. Take a look at the 13 scenes which displayed in terms of verbal usage, Aa Gym select the verbal language in sincere and flowing diction selection. Aa Gym wants the messages to be conveyed successfully and change mad'u attitude to be better human being. The verbal language structure is divided into structure of Headers, Introduction and Conclusion. 10 The header structure in scene 1 shows the identity of Aa Gym as a preacher, the YouTube vlog icon medium and the "Aa Gym Daily Vlog" brand which are shown on a photo frame display attached in the wall. This header will continue to be the "face" of the vlog's early introductions that will bridge the next "Aa Gym Daily Vlog" vlogs. Then in the structure of Introduction, Aa Gym explains the purpose of this vlog by using the sentence "Ini adalah vlog yang akan berisi adab dan akhlak yang harus kita jalani dalam hidup ini" (scene 2). This vlog language is used as stressing about how important this vlog is made. The language style used to invite is in the use of the next question sentence, "Kita ingin bahagia? PASTI. Kita pun ingin mulia? Dan kita ingin selamat" (Scene 3). This verbal language invitation doesn't have any stressing in both words' selection and intonation. In fact, the question sentence that Aa Gym immediately answered was a brotherly invitation by using the substitute word 'Kita' which aa gym repeated many times in scene 1, scene 2, scene 3, scene 5, scene 7, scene 8, scene 10, scene 11 and scene 12.
The next introduction structure is in scene 4 in the form of a complete statement of Aa Gym which answers the question sentence in scene 3 previously. I found a bid senetence in scene 4, "Dan ternyata karunia itu Allah berikan kepada orang-orang yang memiliki Akhlaq Karimah buah dari Qolbun Salim" is a verbal invitation in the style of offering mad'u to become part of a human being with a Akhlaq Karimah and having Qolbun Salim. The next structure introduction is in the form of benefit statement if mad'u accepts the offer sentence. The statements about the benefit language are in scenes 5, 6, 7, 8, 9 and 10. Then, to make the core of da'wa message easy to remember, Aa Gym created the acronym of BASIS (Benar, Aplikatif, Simpel, Inovatif and Solutif). It is the main climax of the premiere vlog persuasive language on "Aa Gym Belajar Nge vlog" by explaining BASIS concept which describes the entire philosophy of this da'wa vlog lauched digitally. Furthermore, the closing structure is expressed in verbal language which is equalized with the viewer. In scene 11, Aa Gym never use the pronouns of 'I' and 'you' in the closing vlog sentence. Thus, Aa Gym consistently uses the pronoun "we" as a communicator who wants to build friendship by opening feedback in the form of input criticism and suggestions. Aa Gym doesn't want to put any distance from the viewer. Another powerful closing language was also spoken in scene 12 by saying the words "sahabatku" and the words Vol. 2 No. 1, 2020 w-2 nd ICONDAC -November 3-5, 2020 e-ISSN: 2686-6048 "Selamat menikmati kebersamaan kita lewat vlog ini". The virtual friendship between da'i and mad'u is a brilliant da'wa concept that has never been done by any da'i in Indonesia. Aa Gym uses the method of preaching the prophet Muhammad SAW through the ties of Islamic brotherhood (Ukhuwah Islamiyah) on vlog media which is branded with the brand name "Aa Gym Daily Vlog". The selected verbal language use of Aa Gym through the words 'Kita', 'Sahabat', 'Kebersamaan', Aa (Sundanese mention names for brother instead of I), 'Kebaikan', 'Berkah', in his vlog are the embodiment of the bonds of Ukhuwah Islamiyah taught by the Prophet Muhammad SAW when preaching. The da'wa of the prophet Muhammad SAW always pays attention to the atmosphere, situation and condition of mad'u. Like the first time the Prophet Muhammad arrived in the city of Medina, he gave an example of this Da'wa bilHal by establishing Quba Mosque, and uniting the Ansar and the Muhajirin in Islamic brotherhood ties (Hasanah 2014). In addition, the choice of Aa Gym verbal language was interpreted by Qawlan Layyinan. Qawlan Layyinan means gentle speech. In da'wa communication, gentle speech is a type of communication interaction in influencing mad'u to achieve wisdom. Syamsudin explains that Qawlan Layyinan is da'wa with gentle words to change situation into another state that is better according to the benchmarks of Islamic teachings, so that a person or society practices Islam as a teaching and way of life. Da'wa by prioritizing Ukhuwah Islamiyah and Qawlan Layyinan will have great influence on the recipients of da'wa to easily apply the contents of the da'wa. 11 The verbal language of Aa gym in "Aa Gym Belajar Nge Vlog" which have been selected into the codification of words (Kita, Sahabatku, Kebersamaan, Aa (brother), Konsep BASIS, Kebaikan, Berkah) are reflection of wise attitude in digital preaching. The words used by Aa Gym in its verbal language will touch the hearts mad'u because they feel appreciated and welcomed. The selection of good verbal language, courtesy and mutual respect based on Ukhuwah Islamiyah and Qawlan Layyinan are defined as the whole effort to invite the digital community to develop themselves according to Islamic guidance. As Levinson 12 said that the environment of new media is the instantaneous and expansive distribution of information about anything in any form that may lead to numerous forms of new community, new way of life, and new power structures within society. The essence of digital da'wa is basically an effort to form more Islamic behavior that makes it easier for mad'u to access da'wa without being limited by space and time. In the end, da'i expected a behavioral change in mad'u attitude according to the content of the da'wa message ma'du received.

E. Conclusion
"Daily Vlog Aa Gym' has encouraged outstanding creativity to do da'wa through vlog digital media platform. Aa Gym uses selective spoken language on the vlog to indicate Ukhuwah Islamiyah and Qawlan Layinnan. He collaborated the spoken language of da'wa with factual action on his vlog, thus it collaborates all aspects of theoretical and practical. The formation of spoken language looks vivid as it portrayed on virtual da'wa "Aa Gym Daily Vlog". Da'wa through the internet, especially social networking can penetrate the boundaries of space and time in an instant cost and energy. It has been assisted da'i to do da'wa in affordable way. This means that the use of virtual da'wa for da'i is strongly relevance to fulfill the needs of preaching Islam for digital community/mad'u as the challenges continues to grow.