Strategic Promotion and the Construction of Academic Interest: Communicating Islamic Studies in Indonesian State Islamic Universities

This study examines how strategic promotional communication contributes to the construction of academic interest in Islamic Studies programs within Indonesian State Islamic Universities, with a particular focus on UIN Raden Mas Said Surakarta. Despite the increasing institutional attractiveness of State Islamic Universities (PTKIN) following their transformation into multidisciplinary higher education institutions, interest in Islamic Studies programs remains fluctuating and, in some cases, relatively low. This research departs from the assumption that such conditions cannot be fully explained by structural or academic factors alone, but must also be understood through the lens of communication strategy and representational positioning. Using a qualitative case study approach, this research explores how promotional messages are constructed, how communication channels are utilized, and how Islamic Studies programs are represented within student recruitment practices. Data were collected through semi-structured interviews with admission and academic stakeholders, document analysis, and observation of promotional materials across digital and offline platforms. The data were analyzed using an interactive model involving data condensation, data display, and conclusion drawing. The findings indicate that promotional communication remains predominantly oriented toward institutional enrollment rather than program-level differentiation. Although Islamic Studies programs are included in promotional activities, they are not yet strategically segmented or communicatively framed in ways that effectively convey their relevance, value, and future prospects. As a result, programs with more abstract or theoretical orientations tend to experience weaker academic interest compared to professionally oriented disciplines. The study further reveals that the central challenge lies in the communicative articulation of relevance, where promotional strategies have not fully translated the intellectual and social significance of Islamic Studies into accessible and persuasive narratives for prospective students. In addition, while digital media have expanded significantly in recruitment promotion, their use remains largely informational and institution-centered, rather than strategically employed to construct program-specific meaning and engagement. This study concludes that academic interest is not a spontaneous outcome but a communicatively constructed process shaped by message framing, symbolic representation, and audience interpretation. Therefore, higher education institutions must adopt more segmented, narrative-driven, and meaning-oriented promotional strategies to strengthen the positioning and attractiveness of Islamic Studies programs within contemporary higher education contexts.