PESAN DAKWAH DALAM MUSIK SAYANG-SAYANG MANDAR DI POLEWALI MANDAR

Abstract

This study aims to examine the da’wah messages contained in the traditional music of Sayang-Sayang Mandar in Polewali Mandar Regency. Sayang-Sayang Mandar is an oral art form consisting of verses sung in alternation between two singers (a male and a female pa’elong), rich in religious values, morals, life advice, and motivation. This tradition serves not only as entertainment but also as a medium of cultural da’wah that conveys the teachings of Islam in a gentle, communicative manner that is appropriate to the local cultural context. The research employs a qualitative approach, with data collected through observation, interviews, and documentation. The study focuses on analyzing the verses and lyrics of Sayang-Sayang Mandar as a means of da’wah, as well as the effectiveness of the messages conveyed in shaping the religious and moral awareness of the community. The findings show that Sayang-Sayang Mandar music can be an effective medium of da’wah because the messages it contains are easily accepted by the community, particularly the younger generation. In addition, this tradition plays an important role in strengthening Mandar cultural identity while sustaining da’wah rooted in local wisdom in the modern era. This research is expected to contribute to the development of Islamic broadcasting communication studies and to serve as a reference for music practitioners and future researchers in preserving tradition while integrating da’wah with local culture.