In Meme Dakwah: A Netnographic Study of Garis Lucu Social Media Accounts
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Abstract. There is a demanding trend among online Muslim communities in Indonesia that utilize garis lucu (funny line) social media accounts to spread the message of dakwah. Started by @NUgarislucu account, a meme event then occured when a serial of replication by some similar accounts emerged. The replication – that is, an essential aspect of anything to be called a meme event, enables them to proselytizing religious ideas among broader audiences. By using Kozinets' netnography, this paper found the fact that to reach the audiences who mostly exist in a cyber world, the preacher needs to develop new ways of dakwah of which is the lightest method of idea spreading: the meme. The earlier success in using a meme formula at its turn encourages others to replicate. In a brief conclusion, this paper confirms that meme is one of the most trending campaign strategies in this age of cyberspace.
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References
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