A Sustainability Project: Collaboration of a Campus TV Station and a Great Mosque

Objective: As part of the mass media industry, the broadcasting industry has a strategic position as one of the stakeholders responsible for participating to reduce the social impacts of the Covid-19 pandemic to the global economy. The broadcasting industry is expected to be able to participate directly. This participation does not only stop at fundraising actions and sporadic public donation management, but also plays a role as a representative of private corporate institutions that actively and continuously contributes to the support for achieving the national development goals through implementation of the so-called people-centered, participatory, empowering, and sustainable paradigm, within the context of a mosque organizational environment. Theoretical Framework: The community empowerment theory used in this research process was dominated by the resource mobilization theory. Viewed from the community empowerment framework, the mobilization theory was appropriate to be applied in this research, as Corporate Social Responsibility (CSR) refers to the ethical actions of companies or the business world that aim to improve the economy for the quality life of the employees, the communities, and the corporate environment. Method: This descriptive qualitative research employed a case study strategy which aims to analyse the da'wah activities in the mosque through TVKU CSR programs that support the transformation of the da'wah activities at the MAJT Great Mosque. Furthermore, the thematic interviews for data collection included the CSR program strategy carried out, the process and stages of the mosque youth empowerment, the mosque community, the mosque broadcasting community, and the independent mosque broadcasting-business unit. The collected research data were then analyzed by using the Corporate Societal Marketing (CSM) approach and through the application of the Atlas.ti software. Results and Discussion: Through the CSR program carried out by the Campus TVKU Semarang at the MAJT Great Mosque, the research findings showed a significant success in building an empowerment pattern entity that transforms innovative steps towards a positive impact for increasing empowered human development at the MAJT Great Mosque. From the convergence model pattern, several steps were then recommended based on the stages that occurred both in the application of technology (adoption process, new technology, and attitude formation) and media integration (computing, communication, and content) in the model. This is in line with the spirit of the emerging empowerment principles on people-center, participation, empowerment, and sustainability. Research Implications: This research theoretically develops the application of Corporate Social Responsibility and the society empowerment, while empirically, this research proposes to encourage the mosque youth comunity to be independent and creative in managing and producing contents of the significant mosque programs, and to encourage Campus TV’s to developp their innovative contents from the conventional practices into the digital practices. Originality/Value: The findings of this sustainability project research from the collaboration between a campus TV and a great mosque are expected to be able to build an empowerment pattern entity that transforms innovative steps and has the potential to have a positive impact in spreading the message of da'wah to the younger generation.