Semiotics of Qur’anic Rhetoric in Ustadz Adi Hidayat’s Da’wah on Early Childhood Tahfidz: A Roland Barthes Perspective

Abstract

Purpose - This study aims to analyze the representation of early-age Qur’anic memorization (tahfidz) messages delivered by Ustadz Adi Hidayat through the perspective of Roland Barthes’ semiotics. Method - The research employs a qualitative approach with a descriptive-interpretative design. Data were collected through online observation of sermon videos, purposive sampling for data selection, and documentation in the form of transcripts and screenshots. Data analysis was conducted by identifying denotative, connotative, and mythical meanings based on Barthes’ semiotic framework. Findings - The findings reveal that at the denotative level, the da'wah messages explicitly encourage parents to introduce and habituate Qur’anic memorization from an early age. At the connotative level, tahfidz is interpreted as a symbol of religious identity formation and a spiritual investment for the future of children and their families. At the myth level, the messages construct a collective belief in the ideal Muslim generation grounded in the Qur’an and capable of bringing honor to their families. The integration of these three levels of meaning within digital media strengthens the internalization of religious values through widespread dissemination and active audience engagement. Future research is recommended to combine semiotic analysis with audience reception studies or digital ethnography to gain a more comprehensive understanding of the impact of digital da'wah on society.