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His sermons are mostly about answering questions from the audience. In addition, Somad’s interactive style in delivering his sermons is another strategy to build a good rapport with his audience. Somad has built solid connection with his followers through humour that’s closely related to the public. Aristotle argues that building a good relationship with the audience is important to ensure the success of a speaker. In this case, it seems that Somad follows Aristotelian rhetorical principles. But people like to hear what they want to hear instead of what they need. Often, there is nothing new about his humour.
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He has proved himself as a good public speaker by using humour to deliver his messages. This shows that the public does not only want religious teachings but also entertainment. Distinct communication styleĪbdul Somad is a good speaker. Given this infatuation, it seems that Somad has found his niche market. We have seen so many banners announcing religious sermons from popular preachers in public space. People’s daily practices have also become a target.
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The public’s infatuation with Islamic values happens across sectors. This new trend also happens in the television industry with the presence of successful religious dramas Para Pencari Tuhan (God’s Seekers) and Rahasia Ilahi (The Secret of God). As a result, symbols that strengthen Islamic values are deemed important and the recent hijab trend is one of the perfect examples of this.Īriel’s argument can also explain the success of Ayat-Ayat Cinta (Verses of Love) which entered the list of 10 most popular films in Indonesia between 20. Many analysts argue that social context is important to understand the popularity of this new generation of young preachers in Indonesia.Īccording to sociologist Ariel Heryanto, the interest in anything related to Islam has increased in Indonesian society, especially among middle-class people. Al Malik Faisal/flickr, CC BY-NC-ND Social context This can happen as gatekeepers who decide who’s in or out on screens no longer exist in the new media ecosystem.Ībdul Somad delivers a sermon in Riau, Indonesia. With technology, Somad manages to break various limitations set by conventional media and appears on the screens of his followers’ gadgets anytime and anywhere. Almost 90% of internet users access social media, with 69.64% of them surfing the net to watch videos.įrom these data, it is not surprising that Somad uses social media like YouTube to build his popularity.
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Somad knows very well how to take advantage of the public’s current tendency to use the internet in their daily activities.Ī 2017 survey released by the Indonesian Internet Service Providers Association showed that 43.89% of Indonesians’ internet use was for at least one hour day, with the remaining use exceeding four hours a day. In the digital era, many preachers try to reach out to the public via social media, including Somad.
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In the 1990s, Zainuddin MZ was popular as people could also listen to his sermons via local radio stations and mosques, which aired recordings of his preaching.ĭuring the booming of the TV industry in the early 2000s, other names like Aa Gym, Yusuf Mansur, the late Jefri AL Buchori, Arifin Ilham and Dedeh Rosidah appeared. Smart with social mediaįollowing his predecessors, Somad is a preacher who takes advantage of technology advances to increase his popularity. However, I have identified other factors, aside from social media exposure, that contribute to Somad’s fame. The title of “a preacher to a million followers” that belonged to the late Zainuddin MZ has been passed down to Somad as he became “a preacher to a million viewers”. Somad represents a new generation of preachers in Indonesia who rose to fame due to their frequent exposure on social media. His official YouTube account, Tafaqquh Video, has been viewed more than 50 million times. In Somad’s case, his Facebook followers reached more than 1 million people, while more than 2 million people follow him on Instagram. In the social media era, the popularity of a person can be identified from the number of his or her followers.