Creative Da'wah: How Non-Formal Public Spaces Reshape Islamic Preaching for Gen Z Muslim Women
Keywords:
Creative da'wah, Gen Z Muslim women, Prophetic MoralityAbstract
Abstract. Contemporary Islamic preaching increasingly faces challenges in engaging Gen Z Muslim women, a cohort shaped by digital culture, visual aesthetics, dialogical communication, and a strong preference for informal social spaces. Conventional, one-way, and formal preaching models are often perceived as distant and insufficiently relatable. This study examines how Ngaji Santai di Kafe, organized by The Now Generation community in Bandung, reshapes Islamic preaching through creative da’wah practices while cultivating prophetic moral values among Gen Z Muslim women. Employing a case study design, qualitative data were collected through participatory observation, in-depth interviews, a focus group discussion, and documentation. Empirical findings were analyzed by integrating the theoretical frameworks of cultural da’wah, da’wah communication, and Imam al-Ghazali’s moral education. The findings show that Ngaji Santai di Kafe represents a creative da’wah practice that reshapes Islamic preaching by integrating non-formal public spaces, aesthetic visual environments, dialogical interaction, storytelling, hadrah, and maulid recitation to foster emotional engagement. Theoretically, this study advances the concept of creative da’wah by proposing a five-dimensional model, namely adaptive-contextual, communicative dialogical, empathetic-humanistic, persuasive-reflective, and effective-rational. Practically, it offers insights for da’wah practitioners in designing relevant, humane, and culturally responsive da’wah models for Gen Z Muslim women. In conclusion, non-formal public spaces such as cafes function not merely as alternative venues for Islamic preaching but actively reshape da’wah practices into more contextual, dialogical, and empathetic approaches for engaging Gen Z Muslim women.
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