FACULTY OF LEADERSHIP AND MANAGEMENT e-DA'WAH AND CAMPAIGN A222 AEN3183 CRITICAL REFLECTIVE JOURNAL ON AEN3183 e-DA'WAH AND CAMPAIGN WITH SERVICE LEARNING MALAYSIA-UNIVERSITY FOR SOCIETY (SULAM) KAE Prepared for: DR. KARTINI KAMARUZZAMAN Prepared by: NO. NAME MATRIC NO. 1 AHMAD FEROZ BIN ABDUL SAMAD 1200134
2 TABLE OF CONTENT No. Items Page 1 Introduction 3 2 Critical Reflection "Before" 4 - 6 3 Critical Reflection "During" 7 - 4 Critical Reflection "After" 9 5 Log Diary 10 6 Conclusion 11 7 References 12
3 INTRODUCTION In the pursuit of fostering community engagement and equipping students with practical knowledge, Universiti Sains Islam Malaysia (USIM) is dedicated to bridging the gap between academia and real-world application. With this commitment in mind, USIM takes great pride in organizing the 'ExploreSTREAM Carnival SULAM USIM-STAJA 2023' program. This initiative serves as a platform to strengthen student interactions with the local community and address pertinent issues by applying the knowledge and skills acquired through academic pursuits. Collaborating with Sekolah Kebangsaan Taman Tasik Jaya (STAJA) in Seremban, Sektor Pembelajaran Pejabat Pendidikan Daerah (PPD) in Seremban, and the Ministry of Science and Innovation (MOSTI), USIM aims to create a meaningful avenue for students to engage with the community and make a positive impact. By fostering collaboration, this program seeks to bridge the gap between classroom learning and real-world challenges, enabling students to utilize their academic expertise to address local issues. During the 'ExploreSTREAM Carnival SULAM USIM-STAJA 2023,' students will actively participate in various activities that involve the application of Science, Technology, Engineering, Arts, and Mathematics (STREAM) concepts. Through collaboration with community members, students will propose innovative solutions to local challenges, thereby enhancing their understanding of real-world issues and developing essential problem-solving, teamwork, and leadership skills. Moreover, this program aligns with USIM's mission to promote community engagement and cultivate responsible and ethical graduates. By working closely with STAJA, PPD Seremban, and MOSTI, USIM aims to establish a sustainable partnership that benefits both students and the local community. Through collaborative efforts, valuable experiential learning opportunities will be provided, fostering a sense of social responsibility among students (Sharifudin, 2023) Simultaneously, understanding the significance of effectively conveying messages in an era of rapid technological advancements is crucial for running successful programs and campaigns. With electronic campaigns playing a vital role in driving change, USIM recognizes the importance of utilizing online communication technologies and digital media to spread da'wah to fellow Muslims. By reflecting on the challenges faced by Prophet Muhammad (SAW) in his message dissemination, it becomes evident that today's da'wah struggle can leverage various platforms at our disposal. The subject of Electronic Da'wah and Campaign at USIM aims to equip students with the knowledge and skills needed to manage, implement, and strategize solutions using ICT and new media technologies. Through theoretical understanding and practical application, students will refine their abilities to apply campaign practices within real-world contexts. By engaging with target organizations such as mosques and suraus, students will identify and address issues related to electronic da'wah, utilizing their acquired knowledge and skills to develop impactful content. In summary, the 'ExploreSTREAM Carnival SULAM USIM-STAJA 2023' program exemplifies USIM's commitment to bridging the gap between academia and practical application. By encouraging students to engage in community-driven initiatives and apply their knowledge and skills to address local issues, USIM aims to empower socially conscious leaders who can make a meaningful difference in society. Simultaneously, the Electronic Da'wah and Campaign subject provides students with specialized knowledge and prepares them to be proficient practitioners in the field of electronic da'wah and campaign management.
4 CRITICAL REFLECTION "BEFORE" The SULAM Project at Universiti Sains Islam Malaysia (USIM) is an initiative that fosters student engagement and empowers them to create positive change in society. As part of the project, I had the opportunity to participate in a group led by Dr. Kartini and Dr. Noorsima. Our group, Group 18, embarked on a mission to address a prevalent issue through a TikTok campaign titled "JANGAN MENGEJEK." Group Formation and Initial Roles: Upon joining the SULAM Project, we were divided into smaller groups, with Group 18 being from the AEN3183 e-Da'wah & Campaign course led by Dr. Kartini and Dr. Noorsima. The initial meeting served as a platform to assign roles and tasks, and I was honored to be appointed as the director of our campaign. This role required me to oversee the overall campaign strategy and ensure its smooth execution. Campaign Topic Selection: During subsequent meetings, our group engaged in thorough discussions to select a relevant and impactful campaign topic. After careful consideration, we chose "JANGAN MENGEJEK," a topic addressing the prevalent issue of online mocking and ridicule. Recognizing the detrimental impact of cyberbullying and the importance of fostering a respectful online environment, we were determined to create awareness and advocate for a more compassionate online culture.
5 "JANGAN MENGEJEK" (which translates to "Do Not Mock") is a campaign that holds significant relevance from an Islamic perspective. Islam places great emphasis on fostering a culture of respect, empathy, and compassion in all aspects of life, including interactions within the digital realm. In Islamic teachings, mocking and ridiculing others are discouraged, as they go against the values of kindness, empathy, and understanding. The Quran and the sayings of Prophet Muhammad (peace be upon him) emphasize the importance of treating others with respect and avoiding actions that may cause harm or hurt to fellow human beings. Mocking others, whether in person or online, can lead to emotional distress, damage self-esteem, and even contribute to mental health issues. From an Islamic perspective, the campaign "JANGAN MENGEJEK" seeks to remind individuals of their responsibility to adhere to Islamic principles and values, even in their online interactions. Islam encourages believers to promote harmony, unity, and constructive dialogue. It calls upon individuals to exercise self-restraint, compassion, and forgiveness when engaging with others, both in person and through digital platforms. The campaign aims to create awareness about the negative consequences of cyberbullying and the harmful effects of mocking others online. It highlights the Islamic teachings of kindness, empathy, and respect for all, irrespective of differences in beliefs, appearance, or backgrounds. By promoting a culture of understanding and tolerance, the campaign seeks to foster a positive online environment where individuals can engage in meaningful discussions and express their opinions without resorting to mockery or ridicule. Moreover, Islamic teachings emphasize the concept of "amr bil ma'ruf wa nahi 'anil munkar" (enjoining what is right and forbidding what is wrong). Muslims are encouraged to speak out against injustice, promote good behavior, and discourage harmful actions. The campaign "JANGAN MENGEJEK" aligns with this principle by advocating for the elimination of mocking and cyberbullying, which harm individuals and disrupt harmonious interactions in society. Campaign Development: With our topic in place, we embarked on the creative process of developing our TikTok campaign. Collaboratively, we brainstormed ideas and created a storyboard that would effectively convey our message. Through captivating visuals and concise messages, we aimed to grab the attention of our target audience, primarily young individuals who are active on social media platforms. TikTok Video Production: To bring our campaign to life, we decided to shoot the TikTok video at the USIM library, a central location on campus that symbolizes the importance of knowledge and respect. With the
6 assistance of our dedicated multimedia crew, we filmed the video, ensuring it aligned with our storyboard and effectively conveyed our message. The production process allowed us to showcase our creativity and teamwork, as we collaborated to capture impactful shots and deliver a powerful message. Editing: Following the shoot, our multimedia crew meticulously edited the footage to enhance its visual appeal and storytelling. We paid close attention to transitions, captions, and effects to ensure a seamless viewing experience. The collaborative effort between the production team and our group resulted in a polished final product that effectively conveyed our message against mockery. Campaign Impact and Reflection: The launch of our "JANGAN MENGEJEK" TikTok campaign marked a significant milestone in our SULAM Project journey. Through the power of social media, we aimed to reach a wide audience and spark conversations about the importance of empathy and respect in online interactions. By shedding light on the negative consequences of cyberbullying, we sought to empower individuals to think twice before engaging in harmful online behavior. In conclusion, the SULAM Project provided us with a unique opportunity to make a positive impact through the "JANGAN MENGEJEK" TikTok campaign. The collaboration within our group, combined with our passion for creating change, resulted in a powerful and thought-provoking campaign that aimed to address the issue of online mockery. By utilizing the power of social media, we hoped to cultivate a culture of empathy and respect, encouraging individuals to think critically about their online interactions. Through our collective efforts, we believe that we have taken a step towards fostering a safer and more compassionate digital world.
7 CRITICAL REFLECTION "DURING" The SULAM event, which took place on Wednesday, 14th June 2023, at Sekolah Kebangsaan Taman Tasik Jaya (STAJA), marked a significant milestone in our journey of community engagement and campaign implementation. Despite the initial setback of a heavy downpour in the morning, our enthusiasm remained unwavering as we gathered alongside fellow participants, eagerly awaiting transportation at Pusat Sukan USIM. In this essay, I will share our unforgettable experiences during the SULAM event, which encompassed a thought-provoking sharing session by Brother Lim Jooi Soon, our final preparations for the campaign, and the remarkable accomplishment of securing 3rd place. Arrival and Sharing Session: After braving the heavy downpour, we arrived safely at STAJA, where our excitement soared as we entered the premises. We gathered at Pusat Sumber STAJA, which brought together students from Sekolah Menengah Agama Persekutuan Labu (SMAPL) and Sekolah Menengah Kebangsaan Agama Sheikh Hj Mohd Said, where we had the privilege of attending a sharing session by Brother Lim Jooi Soon, a Muslim convert and CEO cum da'wah trainer at Interactive Da'wah & Tarbiyah Association. Brother Lim shared his personal journey, highlighting the struggles and successes he faced as a Muslim convert and da'wah advocate. His inspiring story touched our hearts and further ignited our passion for our own campaign.
8 Final Touch-ups for the Campaign: Following the insightful sharing session, we dedicated our time to make the final touch-ups for our campaign. Our group received three new members from SMAPL and SHAMS, Haris, Hilmi and Wan Shakirah. Our group worked diligently, ensuring that every detail aligned with our vision and message. We incorporated the three students who were assigned to our group, valuing their input and expertise. Through their valuable contributions, we fine-tuned the video, refining its content and ensuring it effectively conveyed the message against online mockery. The collaborative effort among group members brought a sense of unity and purpose to our campaign.
9 Submission and Achievement: With the campaign video completed, we submitted our entry, filled with hope and anticipation. The culmination of our hard work, creativity, and dedication was about to be showcased. As we eagerly awaited the results, the sense of accomplishment and pride in our campaign efforts began to settle in. Alhamdulillah, our efforts were rewarded when the announcement was made, and we were elated to learn that our campaign had secured 3rd place. The achievement brought a sense of validation and further inspired us to continue our da'wah efforts. CRITICAL REFLECTION "AFTER" Reflection and Gratitude: Participating in the SULAM event at STAJA was an unforgettable experience that provided us with invaluable lessons and memories. Despite the challenging weather conditions, our determination to make a difference never wavered. The sharing session by Brother Lim Jooi Soon served as a powerful reminder of the transformative power of da'wah and the significance of embracing diversity in our efforts to spread the message of Islam. During the final touch-ups for our campaign, the spirit of collaboration and teamwork became more apparent. Each member of our group brought their unique skills and perspectives, contributing to the overall success of our campaign. We recognized the importance of respecting and valuing the input of others, as it enriched our final product and made it more impactful. The shared goal of promoting a culture of empathy and respect online united us in our efforts. When we received the news of our campaign winning 3rd place, a profound sense of joy and fulfillment washed over us. This achievement validated our hard work, creativity, and dedication. It reinforced our belief in the importance of promoting a positive online environment and encouraged us to continue our da'wah endeavors. Moreover, we are grateful to USIM, STAJA, and all those involved in organizing the SULAM event. Their efforts and support provided us with a platform to grow, learn, and contribute to the betterment of our community. The event not only allowed us to showcase our campaign but also gave us the opportunity to connect with like-minded individuals from different universities. The sense of camaraderie and shared passion for da'wah was truly inspiring. In conclusion, our participation in the SULAM event at STAJA was a journey filled with challenges, learning, and achievement. The sharing session by Brother Lim Jooi Soon left an indelible impact on our hearts, reminding us of the power of personal stories in inspiring change. The final touchups for our campaign brought our team closer together, highlighting the strength of collaboration and diverse perspectives. Winning 3rd place served as a testament to our hard work and dedication. As we reflect on this remarkable experience, we carry with us a renewed commitment to spreading the message of Islam, promoting empathy, and creating a positive online culture. We extend our deepest gratitude to all who supported us along this journey and remain steadfast in our resolve to make a lasting impact through da'wah.
10 LOG DIARY WEEK DESCRIPTIONS OF LOG DIARY (INDIVIDUAL ASSIGNMENT) AEN3183 e-DA'WAH AND CAMPAIGN WITH SERVICE LEARNING MALAYSIAUNIVERSITY FOR SOCIETY (SULAM) SEMESTER II, ACADEMIC SESSION 2022/2023 1 I have yet to receive the result on my credit request in order to enrol for this subject. 2 Explored the concept of campaigns, including a comparison between traditional and electronic approaches, and learned about diffusion theory and strategies employed in campaigns. Recognized the potential of campaigns to bring about social change and influence people's mindset, behavior, and attitudes. Received instructions from Dr. Kartini regarding the individual assignment, emphasizing the need to begin working on it from week 1. Introduced to the group assignment, focusing on the introduction and foundation of Da'wah, and familiarized with the Trello application for collaborative work. Organized into groups for the assignment, fostering teamwork and cooperation. 3 We were assigned an individual task to create a 30-second Da'wah video and upload it to a provided link. During the class, we delved into the strategies for online and digital campaigns, expanding our understanding with more comprehensive details. Additionally, we explored the concept of web 3.0 and received a briefing from Dr. Kartini on cognitive dissonance theory. 4 Dr. Kartini assigned us several short tasks, including the submission of our 30-second Da'wah videos. 5 Dr. Kartini provided us with various short assignments and tasks to complete. 6 I gained knowledge on the topics of persuasion and technology. Dr. Kartini also reminded us about the upcoming video Da'wah campaign that we needed to prepare for the SULAM project. 7 I was introduced to the concept of attitude change. It became evident to me that understanding this concept was crucial in creating impactful campaign videos and effectively engaging with the audience on social media platforms. Additionally, I gained insights into the beliefs and values held by individuals, further enhancing my understanding of human behavior and influencing factors. 8 As the class was conducted in a hybrid format, Dr. Kartini provided recorded videos for us to access. During this period, my group and I had the opportunity to meet and initiate discussions for the upcoming SULAM campaign project. 9 Our group commenced the production of the video campaign project, completing approximately 75% of the overall task. 10 A significant meeting was held for the SULAM project, bringing together instructors and all participating student groups involved in the Da'wah campaign project. Following the meeting, our group continued working on the video campaign, making substantial progress and completing approximately 80% of the project. We then submitted it to Dr. Kartini for analysis and feedback before the upcoming event. 11 We actively participated in the SULAM project. We dedicated our efforts to creating and submitting the Da'wah campaign video to Dr. Kartini. Additionally, we were assingned tasks for weeks 10 and 11 to help us catch up with the syllabus. 12 I delved into two essential topics: campaign evaluation and social media and viral campaigns. Dr. Kartini provided valuable insights into evaluating the audience's perception of our previous SULAM project video campaign. This learning experience enhanced my understanding of assessing the effectiveness and impact of campaigns, particularly in the context of social media and viral marketing. 13 - 14 The final week. Learned about international da'wah efforts. Revised midterm marks.
11 CONCLUSION In conclusion, the SULAM event at Sekolah Kebangsaan Taman Tasik Jaya (STAJA) served as a remarkable platform for me to engage in community service and advocate for positive change. Guided by the profound hadith, "Whoever invites to good, he obtains a reward as the rewards of those who follow him without reducing the reward of those who emulate him in the least. Whoever invites to evil, then he obtains sin as the sins of those who follow him without diminishing the sins of those who emulate him in the least" (Riwayat Muslim), I embarked on a journey to promote empathy, respect, and compassion in online interactions. I extend my heartfelt gratitude to Group 18, as well as my esteemed mentors, Dr. Kartini and Dr. Noorsima, for their unwavering support, guidance, and trust throughout this transformative experience. Their wisdom and expertise propelled me to go beyond my limitations and achieve exceptional results. Through the SULAM event, I learned the power of collaboration and unity in creating a meaningful impact on society. Despite the challenges I faced, including the heavy downpour, I persevered, driven by a shared vision of fostering a positive online culture. The captivating sharing session by Brother Lim Jooi Soon further ignited my passion and reinforced the importance of da'wah in spreading the message of Islam through contemporary platforms. As I conclude this journey, I carry with me a renewed sense of purpose and a deep understanding of the impact I can make as an individual guided by Islamic values. The SULAM event has equipped me with invaluable experiences, skills, and knowledge that will shape my future endeavors in advocating for a more compassionate, respectful, and inclusive digital society.
12 REFERENCES Sharifudin, Zulfadli. “USIM Anjur Program Perkasakan Interaksi Pelajar Dengan Komuniti Untuk Tangani Permasalahan Setempat.” DagangNews, 15 June 2023, www.dagangnews.com/article/usim-anjur-program-perkasakan-interaksi-pelajar-dengankomuniti-untuk-tangani-permasalahan-setempat-27425.