VIDEO KAPSUL DAN DAKWAH DIGITAL: PEMBENTUKAN MODEL KOMUNIKASI ISLAM DALAM ERA EKONOMI PERHATIAN
CAPSULE VIDEOS AND DIGITAL DA’WAH: DEVELOPING AN ISLAMIC COMMUNICATION MODEL IN THE ATTENTION ECONOMY ERA
DOI:
https://doi.org/10.35631/IJLGC.1145022Keywords:
Video Kapsul (Capsule Video), Dakwah Digital (Digital Dakwah), Ekonomi Perhatian (Attention Economy), Komunikasi Islam (Islamic Communication)Abstract
Transformasi digital telah mengubah struktur komunikasi manusia, termasuk dalam konteks penyebaran dakwah Islam. Dalam era ekonomi perhatian (attention economy), keberkesanan sesuatu mesej tidak lagi ditentukan semata-mata oleh kandungan, tetapi oleh keupayaan untuk menarik dan mengekalkan fokus penonton yang semakin terhad, di mana kadar tumpuan manusia kini dianggarkan hanya sekitar lapan saat. Kertas kerja konsep ini bertujuan untuk membangunkan satu kerangka konseptual yang mengintegrasikan penggunaan video kapsul sebagai medium dakwah digital yang strategik. Melalui pendekatan konseptual, kertas kerja ini mensintesis literatur dalam bidang komunikasi digital, psikologi kognitif, dan teori dakwah untuk mencadangkan Digital Dakwah Capsule Model (DDCM). Model ini menggabungkan tiga dimensi utama iaitu struktur mesej (Hook-Story-Offer), penglibatan kognitif dan emosi, serta integriti etika dakwah (Ethical Anchoring). Sebagai kesimpulan, tanpa pemahaman terhadap logik komunikasi digital, dakwah berisiko menjadi tidak relevan atau dipermudahkan secara berlebihan. Implikasi kajian ini meliputi pembangunan strategi dakwah digital yang lebih sistematik, beretika, dan berimpak tinggi dalam era kecerdasan buatan.
Digital transformation has reshaped the structure of human communication, including in the context of Islamic dakwah dissemination. In the era of the attention economy, the effectiveness of a message is no longer determined solely by its content, but also by its ability to capture and sustain an increasingly limited audience focus, with the human attention span now estimated to be around eight seconds. This conceptual paper aims to develop a conceptual framework that integrates the use of capsule videos as a strategic medium for digital dakwah. Through a conceptual approach, this paper synthesises literature in digital communication, cognitive psychology, and dakwah theory to propose the Digital Dakwah Capsule Model (DDCM). This model integrates three main dimensions, namely message structure Hook, Story and Offer, cognitive and emotional engagement, and the ethical integrity of dakwah Ethical Anchoring. In conclusion, without an understanding of the logic of digital communication, dakwah risks becoming either irrelevant or overly simplified. The implications of this study include the development of more systematic, ethical, and high impact digital dakwah strategies in the era of artificial intelligence.
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