Gen Z Melek Media: Tantangan Literasi Dakwah dalam Era Konten Singkat dan Viral

Abstract

This study aims to analyze the role of religious leaders as cultural communicators in the Begawe tradition of the Sasak community in Lombok. Begawe, as a form of local wisdom, represents a social interaction space rich in the values of togetherness, mutual cooperation, and social cohesion. Using a qualitative approach with discourse analysis, this research explores the narratives, meanings, and practices of socio-religious communication that emerge through the involvement of religious leaders, traditional leaders, and community members. Data were collected through in-depth interviews, observation, and documentation involving six informants with cultural, social, and religious authority. The findings indicate that religious leaders play a strategic role in integrating religious and customary values by delivering contextual moral and spiritual messages during the Begawe rituals, both in marriage (merarik) and funeral processes. They function as cultural mediators, guardians of harmony between religious teachings and customary rituals, and authoritative figures who ensure that cultural practices remain aligned with Islamic principles. The study also identifies social dynamics that influence the implementation of Begawe, including the rise of religious awareness, shifting interpretations of tradition due to modern social developments, and variations in religious orientations between Aswaja and Salafi groups.