Multimodal Strategies Of Moderate Islamic Digital Da’wah On The Rukun Indonesia Youtube Channel

In this article, we explore how the Rukun Indonesia YouTube channel constructs a representation of moderate Islam through multimodal digital communication. Our main concern is not only what kind of Islamic message is conveyed, but also how that message is built through the interaction of spoken narratives, visual imagery, symbolic elements, music, and audience engagement. We begin from the observation that digital da’wah today is increasingly shaped by the logic of online media, where religious communication is no longer purely textual or sermon-based, but also affective, visual, and participatory. Against the backdrop of polarized and often exclusive Islamic content online, we present Rukun Indonesia as an alternative model that promotes a more humane, inclusive, and dialogic form of Islamic communication.

Methodologically, we use a descriptive qualitative approach and apply Multimodal Discourse Analysis to 25 selected podcast videos uploaded between 2022 and 2025. We analyze not only the verbal content, but also gestures, settings, symbols, background music, thumbnails, and audience comments. Through this approach, we show that moderate Islam on this channel is communicated primarily through humanitarian storytelling and empathetic visual framing. Rather than relying on rigid doctrinal language, the channel presents Islam through lived experiences, interfaith encounters, emotional testimony, and everyday social coexistence. We argue that this makes the message more accessible not only to Muslims, but also to broader and more religiously diverse audiences.

We further argue that symbols of diversity play a crucial role in this representation. Visual scenes of interfaith interaction, local culture, peaceful domestic spaces, and non-dominating social relationships all contribute to an image of Islam that is contextual, compassionate, and socially embedded. The musical and emotional atmosphere of the videos also reinforces this effect by encouraging reflection and empathy rather than confrontation. In this sense, we show that multimodal design is not secondary to the da’wah message but central to how moderate Islamic values are perceived and felt.

Another major point of our article is that audience response serves as an important validation of this inclusive da’wah model. By examining comments and patterns of engagement, we find that many viewers, including non-Muslims, respond positively to the channel’s peaceful and human-centered portrayal of Islam. This suggests that digital da’wah can function as a participatory and dialogic space where moderate Islam is not only expressed but also socially affirmed. We conclude that multimodal strategies offer strong potential for strengthening inclusive Islamic communication in Indonesia’s plural society, while also opening new directions for future research on digital da’wah across platforms and contexts.