Da’wah Message in Web Series Demi Masa: An Analysis of Teun A. van Dijk’s Critical Discourse on the YouTube Channel @KahfEveryday

According to Teun A. Van Dijk, discourse research is not sufficient if it is based solely on text analysis, as text is merely the result of a production practice that must be observed. It is also necessary to examine how a text is produced in order to gain an understanding of why the text is the way it is. The web series “Demi Masa” is one of the web series in Indonesia produced by the skincare brand “Kahf.” This series aims to revive the spirit of doing good and to remember the teachings of Islam. This study aims to analyze Teun A. Van Dijk’s critical discourse in the web series “Demi Masa” on the YouTube channel @kahfeveryday. The research method used in this study is a qualitative approach employing critical discourse analysis techniques. The data sources for this study were obtained from episodes 1 to 5 of the “Demi Masa,” which were directly taken from the YouTube channel @kahfeveryday. The data collection techniques used were documentation, observation, and documentations. The data analysis technique used in this study is Teun A. Van Dijk’s critical discourse analysis theory, which consists of three levels: macro structure, superstructure, and micro structure. Based on the research results, the text structure in the web series “Demi Masa” on the YouTube channel @kahfeveryday consists of three parts: macro structure, superstructure, and micro structure. In the macro structure (thematic), the researcher concluded that the discourse construction in the “Demi Masa” contains numerous religious messages. The researcher also categorized that each episode has different religious messages. In the episodes “Lapang Sebelum Sempit” and “Kaya Sebelum Miskin,” the most dominant religious message is one containing Sharia values. In the episodes “Sehat Sebelum Sakit” and “Muda Sebelum Tua,” the most dominant religious messages are those containing mu’amalah values. Meanwhile, in the episode “Hidup Sebelum Mati,” the most dominant religious messages are those containing aqidah values. Through its symbolic and reflective textual structure, the “Demi Masa” conveys religious messages about awareness of time and the afterlife. Using Van Dijk’s approach, it is evident that the discourse in this film is shaped by collective Islamic values (social cognition) and functions as a critique of the secular culture of urban society (social context). The film effectively uses religious narrative language to reproduce da'wah values in digital media. In the “Demi Masa,” the ideology conveyed is transformative Islam, which urges viewers not to be negligent and to strengthen their spiritual connection with Allah.