Linguistic Markers, Visibility, and Symbolic Commodification in the Short Da’wah Videos of Aagym Official on Social Media
DOI:
https://doi.org/10.15575/anida.v26i2.59462Keywords:
da’wah commodification; digital da’wah; linguistic strategy; short video; religious authority, message form of da’wah; linguistic markers; short video; visibility; symbolic commodification; religious authorityAbstract
This study analyses patterns of linguistic markers in the short videos of the Aagym Official channel and their association with visibility, using symbolic commodification as an interpretive frame. The analysis draws on the Tri Linguistic Program, a preliminary framework that sorts markers into normative reasoning, engagement, and transcendental narrative. It is a qualitative single-case study of the metadata of twenty videos, verbatim transcripts of five purposively selected videos, and interviews with four audience informants. The results show two message arrangements. The three high-visibility videos contain pacing, experiential anchoring, and transcendental narrative without normative reasoning, whereas the two comparison videos contain normative reasoning without pacing. Transcendental narrative appears in all five videos, prominent in the high-visibility videos and weak in the comparison videos. No explicit normative ground is found in the key sentence of any video. Because monetisation and production data are unavailable, commodification is not a judgement of the channel managers’ intentions. The findings are associative, entangled with topical differences, and need to be tested on a larger corpus and against long-form sermons.
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