Digital Da'wah Strategy and Audience Response to the Construction of Moral Values for Women in Ustadzah Halimah Alaydrus' YouTube Videos

Abstract

This study examines the digital da‘wah strategy employed by Ustadzah Halimah Alaydrus through her YouTube video “What Are the Criteria for Women Desired by Heaven?” and analyses audience responses to the religious messages conveyed. This research is significant because digital platforms increasingly function as key spaces for religious communication, where religious authority, moral values, and gendered ideals are constructed, negotiated, and contested in public digital arenas. The study adopts a qualitative descriptive approach. Data were collected through direct observation of the video content and textual analysis of audience comments on YouTube. The video was examined to identify dominant da‘wah themes, communication style, and media strategy, while audience responses were categorised based on recurring patterns of engagement. Data analysis followed an interactive model consisting of data reduction, data display, and conclusion drawing to ensure systematic interpretation. The findings indicate that the digital da‘wah strategy integrates thematic moral content, an audio-centred and minimalist communication style, and interactive audience engagement. The da‘wah message prioritises inner faith, moral character, patience, self-restraint (iffah), and orientation towards the hereafter rather than physical appearance. Audience responses reveal diverse forms of engagement, ranging from approval and personal spiritual reflection to theological questioning and critical perspectives. This diversity demonstrates that digital audiences actively negotiate religious meanings rather than passively consuming content. The study further suggests that digital da‘wah on YouTube functions not only as a medium for religious transmission but also as a digital religious public sphere where religious authority, gender norms, and moral values are continuously shaped through interaction. Practically, the findings highlight the importance of contextualised and inclusive da‘wah strategies to avoid rigid or overly normative interpretations in digital environments. The originality of this research lies in its integrative analytical framework, which simultaneously examines message content, media strategy, and audience responses within a single thematic video, contributing new insights to studies on digital religion, Islamic da‘wah, and gendered religious discourse.