CONTENT ANALYSIS OF DAWAH MESSAGES IN THE UPIN & IPIN EPISODE AMAL JARIAH ON LES' COPAQUE PRODUCTION YOUTUBE CHANNEL

Abstract

The development of digital media has made YouTube a strategic platform for conveying Islamic propagation messages (dawah) to the younger generation, notably through animated films. This study aims to analyze the forms and categories of dawah messages embedded in the Upin & Ipin animated series episode "Amal Jariah" on the Les' Copaque Production YouTube channel. Employing a qualitative content analysis method, this research examines the narrative, dialogue, and visualization representing Islamic values. The results indicate that the "Amal Jariah" episode contains comprehensive dawah messages encompassing aspects of faith (akidah), moral character (akhlak), and social responsibility. These messages are packaged contextually and communicatively, making them effectively understood by children. These findings confirm that popular animation functions not only as entertainment but also as an effective and child-friendly digital dawah medium.