RHETORICAL STYLE OF USTADZ HANAN ATTAKI’S SERMON “THE FORGOTTEN SUNNAH” ON YOUTUBE @HANANATTAKI

Abstract

This study aims to analyze the rhetorical style in the sermon “The Forgotten Sunnah” delivered by Ustadz Hanan Attaki, focusing on the forms and functions of language style in building persuasive communication in the context of digital da’wah. This research uses a qualitative approach with a descriptive method through content analysis. The data consist of transcribed speech from a YouTube video and are analyzed through coding, classification, and interpretation stages. The results show that there are 50 data of language styles categorized into three main aspects. In terms of word choice, conversational style is the most dominant with 30 data, followed by informal style with 20 data, while formal style is not found. In terms of tone, there are 28 data of noble tone, 15 data of moderate tone, and 7 data combining both tones, while simple tone is absent. In sentence structure, parallelism dominates with 20 data, followed by antithesis with 15 data, repetition with 8 data, comparison with 3 data, metaphor with 1 data, and combination structures with 3 data. These findings indicate that the rhetorical style tends to be communicative, persuasive, and close to the audience, especially through conversational language and noble tone that build emotional engagement. In addition, the use of structures such as parallelism and antithesis strengthens clarity and emphasis of the message. Therefore, rhetorical style in this sermon functions not only as a communication tool but also as an effective strategy to influence audience understanding and attitudes in digital preaching contexts.