GUS BAHA, SANTRI GAYENG, AND THE RISE OF TRADITIONALIST PREACHERS ON SOCIAL MEDIA

This research discusses the efforts of old religious authority in Indonesia, particularly NU activists and preachers, to maintain its values amidst substantial exposure new online preachers. study employs qualitative methods by observing da’wah on social media platforms: Instagram, Facebook, Twitter , YouTube . The sample this is KH. Bahauddin Nursalim (Gus Baha) through Santri Gayeng’s accounts. argues that NU, specifically Gus Baha Gayeng adequate effective compete with Islamist activities, such as those from former HTI members. success attributed strategy implement 2.0 which maximizes visual aesthetics, communication skills, marketing tactics, besides use Indonesian subtit­les. These factors have attracted audiences comprising Nahdlatul Ulama members well jihadists Baha’s house listen broadcast his lectures online. response traditionalist Islam groups has two meanings; namely, it marks engagement followers interactions enhances characteristics related moderate Indonesia.