CODE AND COURSE NAME: AEN3183 ELECTRONIC DA’WAH AND CAMPAIGN SEMESTER II 2022/2023 (A222) INDIVIDUAL ASSIGNMENT TOPIC: Critical Reflective Journal on AEN3183 e-Da’wah and Campaign with Service Learning Malaysia-University for Society (SULAM) PREPARED BY STUDENT NAME: AINAA ASILAH BINTI AZMI MATRIC NUMBER: 1202959 PROGRAMME: NEW MEDIA COMMUNICATIONS PROVIDED FOR LECTURER NAME: DR. KARTINI BINTI KAMARUZZAMAN
1 Table of Content No. Items Pages 1. Introduction 2 2. Critical Reflection “Before” 3-5 3. Critical Reflection “During” 6-8 4. Critical Reflection “After” 9-10 5. Log Diary 11-13 6. Conclusion 14 7. References 15
2 INTRODUCTION Electronic Da’wah and Campaign (AEN3183) is one of the subjects needed to be taken by Islamic Sciences University of Malaysia students especially in Faculty of Leadership and Management. This subject covers a wide range of topics related to Da'wah and the dissemination of Islam via the internet and ICT. In addition, in the content of this subject, there is a project that is namely Campaign with Service Learning Malaysia-University for Society (SULAM). It is a Ministry of Education initiative to solve Higher Education's Shift 1 in the Malaysia Education Blueprint 2015–2025. Other than that, SULAM project also included a course-based, credit-bearing educational experience in which the student engages in a structured service activity that addresses identified community needs, reflects on the service activity and experiences to achieve desired learning outcomes, in order to gain a deeper understanding of the course material, a broader appreciation of the discipline, an increased sense of personal values, and a sense of civic responsibility. By including love, pleasure, and respect for one another, SULAM pedagogy advocates humanistic and value-driven education as the key to enhancing our educational system. E-Da'wah and Campaign (AEN3183) distinguishes itself as a distinctive and allencompassing educational opportunity. It facilitates a deeper comprehension of Islam and social concerns by bridging the gap between theoretical knowledge and actual implementation. The programme makes use of technology to facilitate effective communication and information sharing, reaching a wider audience outside of conventional venues. To form this SULAM project, our cluster chose to organize a carnival themed program ExploreSTREAM SULAM USIM_STAJA 2023 module Da'wah and Digital Campaign: Integration of Naqli and Aqli Knowledge. It is located at Sekolah Kebangsaan Taman Tasik Jaya, Seremban Negeri Sembilan. Here I attached my Anyflip link:
3 CRITICAL REFLECTION “BEFORE” We are from group 14 consisted of 9 people given the task to hold a SULAM campaign organized by E-Da'wah and Campaign (AEN3183) and involvement with students from Sekolah Menengah Kebangsaan Agama Sheikh Hj. Mohd Said Seremban and students from Sekolah Menengah Agama Persekutuan Labu. Firstly, we had an online discussion with our group members to determine the organizational chart for the success of the program. In 1854, Daniel McCallum is credited for creating the first organizational charts of American business. An organisational chart displays a company's or organization's internal structure. Boxes or other forms that occasionally include images, contact details, connections to email and web pages, symbols, and illustrations are used to symbolise the personnel and roles. After that, on 7 June 2023, we were attending “Mega SULAM” meeting that conducted by our instructor Dr. Kartini Binti Kamaruzzaman. The agenda in this meeting is to explain the program as a whole, for example the tentative program, the activities to be carried out, the location and others. Through this meeting, we were able to understand more deeply about this SULAM campaign. In addition, we were also shown how to communicate with the school students on the day of the campaign. With the help of this meeting too, we have a higher understanding of how to move with others especially school students, we will be more careful if anything happens there later.
4 After a few days of the meeting, we held a meeting with our group members to discuss some tasks. Among them, we discussed how to produce and prepare our group assignment Digital Video of e-Da'wah and Campaign at TikTok application. We started choosing the title and sketching the story so that we could teach all the audience. Apart from that, we also started choosing our respective characters and started writing the acting script. Through this discussion, we learned how to work as a group, learn to listen to other people's opinions so that we can improve and there are no misunderstandings between us in the future, especially on the day of the SULAM campaign. This meeting is held in the Library USIM. This is because, the library is a very suitable and comfortable place to do any academic discussion. The next day, we started recording our group assignment. All the group members do their respective tasks according to the plan yesterday’s meeting with full dedication. After a few hours, we finally finished 80% of our recording. Various challenges and problems we faced throughout the recording session. But we learned to solve the problem together in a short time. In addition, we also realize that working in a team is a very enjoyable job and can reduce stress. Working in a team encourages personal growth, increases job satisfaction, and reduces stress (Tracy Middleton, 2023). We also ensure that all group members are satisfied with their respective performances.
5 Lastly, our team's experience planning the SULAM campaign highlights the value of strong cooperation, communication, and flexibility. We are better able to handle problems and guarantee the success of the campaign by utilising one other's abilities and maintaining a healthy work atmosphere. We have gained important lessons in teamwork via the planning, preparation, and recording processes, which will help them both throughout the campaign and in future endeavours.
6 CRITICAL REFLECTION “DURING” Next, I want to reflect to the "during" our SULAM project. After the completion of the previous process, surely the current process on the day of our SULAM project was something that made me and my other group friends very excited and took this as a new and valuable experience for us after we worked hard to make some preparations. On June 14, 2023, the long-awaited time has arrived, in the beginning, before moving to the destination, we need to gather as early as 6:30 AM. This gave us a bit of a challenge as it rained heavily that morning. However, we do our best to arrive on time. After arriving at Sekolah Kebangsaan Taman Tasik Jaya, we started with the first attempt which was the USIM-STAJA ExploreSTREAM Opening Ceremony. Later, we followed the sharing from Tuan Lim Jooi Soon: "Da’wah and TikTok". Although there were some constraints for example, the hall was too crowded, some students had difficulty following the instructions and others. But everything went smoothly. I can reflect here that two-way communication, especially between students and lecturers, is very important so that no instructions are overlooked by students. Other than that, what I can also reflect is that if the program's flow can be properly organised and prepared before it begins, it will have a very positive impact, especially when it begins, and it can also reduce any issues that may arise while the programme is in progress.
7 Furthermore, we were given the task to complete our group assignment video together with the students from Sekolah Menengah Kebangsaan Agama Sheikh Hj. Mohd Said Seremban and Sekolah Menengah Agama Persekutuan Labu. Before that, we give some explanations and instructions to them. During the SULAM project, each of our group members played their respective roles because we have other task to make Behind the Scene (BTS) of e-Da'wah and Campaign Video. Definitely a variety of photos and videos that need to be taken to be used as video content after the program for our group. While completing 100% of the recording session with the school students, there were many things they did not know and asked some questions to us. It is including how to get confident to speak or act in front of the camera. Through what I went through, what I can reflect is that it makes me realize that I am not just running an SULAM project to meet the needs for the purpose of scoring this subject but it is more than that which how can I as a university student directly benefit them so that they can improve in the future. Moreover, they are the generation that together with us will lead the country in the future. Finally, after working hard for several days including the day of SULAM project was running, we were able to complete and send our video assignment on time. Even though our group could not be among the 3 best groups, we are still satisfied because there are many things we can take as a lesson. We are also aware that although we successfully completed the task but there are also many shortcomings from our group which we will try harder in the future. Among the things I can reflect here, we as students must not give up, especially if we see the success of others. Instead, we need to celebrate the success of others. Maybe after this we will learn from the winning group. For examples make better understanding the concept of E-da'wah and campaign, how they write the story line, editing, script writing, and others. In addition, we will also prepare earlier like other groups.
8 CRITICAL REFLECTION “AFTER” Lastly, I want to reflect to the "after" our SULAM project. After done with through the current process for the SULAM project for our group, it finally clearly had an impact that I can say was very positive after this program because of cooperation from school students and group members is very encouraging. It seems that all the preparation before we faced this SULAM project yielded great results and were able to solve community problems, especially school students related to the importance of respecting teachers. In addition, we received various feedback from school students who are members of our group. After this campaign, they realize that the problem of respecting teachers often happens among them and they will try to share the campaign with their friends in their school as well as solve this community problem. Through this thing, what I can reflect is that I can know directly about the views and responses from the students about the effectiveness of the campaign that we have run with them. It was clear that most of the students and their teachers gave a very positive reaction and wanted such a program to be continued again in the future. Through all the positive feedback after the program, it made me realize that the community really needs young people to be agents who can bring a lot of change and benefits to the surrounding community. Moreover, I also aware that we as university students are the best example for school students to follow. Therefore, it is very important for us to show a good example especially in terms of morals that go hand in hand with the integration of Naqli and Aqli knowledge. After our campaign video was uploaded on the TikTok application, my friends and I started the campaign process by sharing the video to all the communities around us. A word from Allah that guides us in moving this da'wah campaign is “Invite all to the Way of your Lord with wisdom and kind advice, and only debate with them in the best manner. Surely your Lord alone knows best who has strayed from His Way and who is rightly guided.” (Surah An-Nahl 125). This is also one of the biggest challenges faced by our group. This is because we need to collect as many likes and views as possible. From that, we can apply the right way of campaigning. We were also able to receive some positive comments from the audience in our video comment section. Apparently, our campaign can have a positive impact on the entire viewing community.
9 GROUP 14 STRENGTH WEAKNESSES Strong teamwork: Throughout the process, our group demonstrated effective teamwork, cooperation, and communication. Limited recognition in the competition: While our group expressed satisfaction with the work, we acknowledged that they were not among the top three groups. Adaptability and flexibility: Our group showed flexibility in adapting to challenges. We were able to overcome these obstacles and ensure the smooth running of the campaign. Lack of preparation for the recording session: There might have been a lack of thorough preparation, which could have contributed to the difficulties encountered. Can give the positive impact on the community: Students at the school give our group encouraging feedback, emphasising the significance of treating instructors with respect. The pupils were directly impacted by the campaign, which inspired them to spread the word to other students at their school. Room for improvement in the group assignment: Although our group was satisfied with completing the assignment on time, we acknowledged that there were shortcomings. We recognized the need to learn from other successful groups and improve our understanding of E-Da'wah and Campaign concepts, storylines, editing, scriptwriting, and other aspects.
10 LOG DIARY WEEK DESCRIPTIONS OF LOG DIARY (INDIVIDUAL ASSIGNMENT) AEN3183 E-DA’WAH AND CAMPAIGN SERVICE LEARNING MALAYSIA-UNIVERSITY FOR SOCIETY (SULAM) SEMESTER II, ACADEMIC SESSION 2022/2023 1 • I learnt about the introduction of E-Da’wah and Campaign. What I can learnt from this chapter is understanding the basic principles of campaigns may teach us important lessons about how effectively they can be used to influence public attitudes and behaviours. • The course coordinator also informed us about campaigning requires careful ethical thought. While changing attitudes is the goal, compulsion must be avoided at all costs. Respecting individual liberties and rights while maintaining a balance between autonomy and persuasion is essential. • Other than that, I was very excited because I was able to learn some new theories such as diffusion theory. Lastly, I was also exposed to various types of campaigns such as advertising campaign, political campaign, and many more. 2 • This week, I learnt about the meaning of da’wah, the importance and practice da’wah, and lastly the pillars or foundations of da’wah. • From the lecture, I learnt that da'wah should not be limited to speech but should also include actions and behaviour that reflect the teachings and values of Islam. • The da'ie should possess certain qualities, such as knowledge, kindness, wisdom, patience, and morality, to effectively convey the message. By understanding and applying these principles, you can practice da'wah effectively and contribute to spreading the message of Islam. • After the class session ended, I discuss with the group members to determine the organizational chart for the SULAM project. 3 • In week 3, I learnt about the strategy of online and digital campaign. This including to identify the main problems, set clear objectives, understand the target audience, utilize multiple platforms effectively, and others. • Not only that, the course coordinator also asks us some questions related to new media, digital media, and online media. She also informed us in detail in relation to the three elements. • Furthermore, after class finished, I completed the task given by the class coordinator, which is that I must produce a preaching video that I want to share with the community for 30 seconds. I need to submit the video in the Padlet application. Through this assignment, I was able to hone my talent and creativity. 4 • I learnt about Cognitive Dissonance Theory. What I can learnt from this chapter is, Cognitive dissonance theory (CDT), explores the discomfort caused by inconsistent beliefs and actions. • The course coordinator also informed us about Cognitive dissonance is the psychological discomfort from conflicting beliefs. Address the gap by promoting awareness, education, and dialogue, utilizing campaign strategies and social media to foster understanding and reconciliation.
11 5 • This week, I learnt about social media and campaign. This including definition of social media, general social media strategy for campaigning, how to boost our campaign using all social media platform and others. • From these lessons, I was also exposed to the Media Dependency Theory, proposed by Sandra Ball-Rokeach and Melvin DeFleur. • Other than that, I was also given an assignment in the form of a forum related to our upcoming SULAM project. With the existence of this forum, to some extent will guide us to complete the SULAM project while also helping to increase understanding about this topic. 6 • In week 6, I was exposed to Theoretical Approach to e-Da’wah and Campaign: Persuasion and Technology. • In this chapter, I can understand several factors that contribute to the success of a campaign. I really focus on this matter because it is very important for our SULAM project later. • This week I also must answer the mid-term test which has 20 MCQ questions. Before the exam started, I had a discussion with my friends about a topic that brought confusion to me. 7 • In week 7, I learnt about attitude change. I understand about this topic clearly. Such as about the definition of attitudes, the relationship of attitudes, beliefs and values, characteristics of attitudes and lastly, functions of attitudes. • The course coordinator also informed us about relationships among attitudes, values, and beliefs are crucial for social influence and persuasion. • Moreover, after finishing the class, I made a meeting session with my group members related to our SULAM project. The agenda of the meeting is to determine the organization of our group. 8 • I learnt about towards effective model of e-Da’wah and e-Campaign. • This chapter including learn the purpose of a campaign, how to starting a campaign and crafting the message for a campaign, learn to incorporating Da’wah and others. • After listening to the video recording of the lecture, I was assigned to do a forum exercise at GOALS. What I can conclude from the forum question is that as a campaigner we must be good at choosing content that attracts people so that the campaign objectives can be achieved. 9 • This week, I learnt about networked technology. I understand that the rise of online religious communities reflects the changing landscape of religious expression and engagement in the digital age. • Furthermore, I was also assigned to answer forums related to technology shape religion or does religion shape technology. • Other than that, this chapter also mentioned about the idea of a "storied identity" highlights how frequently internet users blend different sources to develop and present self-created spiritual identities online. These identities are created utilising a variety of tools, including posting links to motivational religious.
12 10 • In week 10, I learnt about Technology and Da’wah in the 21st Century. The role of Da'ies and Muslim activists in the present day calls for a thorough comprehension of the situation, a readiness to adapt approaches, and a dedication to raising people in line with Islamic values. • After finishing the lecture session, I met with SULAM group members to discuss matters related to our SULAM project that will take place next week. 11 • This week we were only given a task to complete the forum questions. This is because, on Wednesday, we just finished carrying out our SULAM project. • Through this forum questions, I will better understand a topic discussed. This will also help me in the final exam later. 12 • I was exposed to 2 topics at once, which is campaign evaluation (I) and campaign evaluation (II). • What I understand from the lessons is setting objectives that are precise, measurable, achievable, relevant, and timely is made easier by the SMART framework. • The course coordinator also informed us that the guidelines will help us boost chances of success and provide a clear road map for the development of our campaign. 13 • This week we got relief for the Eid al-Adha holiday. However, I did not miss the opportunity to complete some assignments that need to be submitted next week, especially the individual assignments which are Log Diary and SULAM reflections. • My group members and I also worked hard to complete our group assignment which is the BTS Video. 14 • In this last week, we were exposed to an interesting topic which is the Worldwide Islamic Campaign. We were introduced to the website of Islamic relief worldwide. They fight a lot for justice. • The course coordinator also shared a story related to the struggle of women in Saudi Arabia who are campaigning for the right for women to drive for the benefit of their families and themselves. The campaign is “women to drive.” • Not only that, we can also understand another website that is also strongly campaigning, namely iERA. iERA has various campaign strategies including booklets, social media content, webinars, hands out and others. • Our class coordinators also story about her experiences while studying abroad involving campaigns and others.
13 CONCLUSION In this reflection's conclusion, I draw several essential lessons that I was able to gain before, during, or after the SULAM project. Everything I learn in class has great value when it can be used in real-world situations. Thank God for the chance provided by this SULAM initiative, which helped me have a better understanding of what to expect when we go out into the neighbourhood to work with the school students. Other than that, our SULAM project can be realised thanks to the direction provided by Dr. Kartini binti Kamaruzzaman, our subject instructor, as well as the students from SMAP Labu and SHAMS who are prepared to work with us and support us. Overall, one of the biggest things I learned was the importance of instilling a strong spirit of teamwork among members in the group to ensure that all forms of teamwork can run systematically and smoothly. Additionally, it is crucial that students themselves keep track of difficulties and problems that exist in the community today. Then, they must get involved in finding effective solutions to challenges that exist within the community. Thirdly, the significance of the role performed by various electronic media today in helping to disseminate dawah, particularly via campaigns, as it is an option that is highly creative in drawing attention to the dawah campaign that campaigners wish to deliver. Finally, I am very grateful for this very valuable experience. I will pin it in my mind until the end of my life and at the same time make a new inspiration for me to continue spreading da'wah to the community especially through digital media which is growing rapidly nowadays. I will continue to be devoted to religion, race, and country.
14 References Foundation, K. S., & Servis UTM, P. K. K. dan P. (n.d.). “SERVICE LEARNING MALAYSIA” and ’UNIVERSITY FOR SOCIETY. Ministry of Education Malaysia. https://cade.upm.edu.my/upload/dokumen/20221223120906eBookBKA_l_SULAM_Pl aybook.pdf Middleton, T. (2023, May 5). The importance of teamwork. Work Life by Atlassian. https://www.atlassian.com/blog/teamwork/the-importance-of-teamwork. Surah An-Nahl - 125. Quran.com. (n.d.). https://quran.com/en/an-nahl/125