VIRAL VIDEO ON INSTAGRAM BY DAWA INFLUENCER : QUALITATIVE ANALYSIS

Dawa Influencer has made Instagram (IG) as the main platform for delivering dawa to public. Instagram functioned as an effective medium for sharing high-quality photos and videos. Majority of influencers own this account to utilize it for personal Dawah Influencers produced and shared their videos in various forms and creative versions on Instagram, hence these videos still often fail to generate an encouraging viewers response and failed to capture the interest of viewers due to their lack of adherence to the criteria of newsworthiness. Consequently, this study aims to evaluate the application of newsworthiness criteria in viral videos shared by Dawah Influencers on Instagram. This research is a qualitative-based research that implementing content analysis on 50 viral videos(reels) produced by 10 different Dawah Influencers on Instagram based on the Theory ofNews Value which is invented by Harcup and ONeill. The results gained from this research found that there are five main criteria which frequently being applied by the Dawa Influencer in their viral videos on Instagram. Criteria with the highest frequency was the human interestwhich appears in 49 times out of 50 videos analyzed, followed by impact with 43 times, next criteria is proximity with 35 times, conflictwith 29 times and the least one was the currency with only 28 times. This research can be set as reference by the Dawa Influencer in producing a high impact quality videos which fulfilling all the five criteria of newsworthiness to ensure that their videos in social media especially Instagram would be more effective and efficient in terms of viewers and readers acceptanceand encouraging a higher understandingfrom the target audience (Madu).宣教类网红（Dawa Influencer）以Instagram（IG）作为面向公众开展宣教工作的核心平台。Instagram是分享高质量图文与视频的优质媒介，多数宣教类网红通过运营该账号开展宣教活动，他们在Instagram上以多种形式、创意化的方式制作并分享宣教视频。但此类视频往往难以获得受众的积极反馈，也无法吸引观众的注意力，原因在于它们未遵循新闻价值标准。有鉴于此，本研究旨在评估Instagram上宣教类网红分享的病毒式传播视频中，新闻价值标准的应用情况。本研究为质性研究，以Harcup与ONeill提出的新闻价值理论（Theory of News Value）为框架，对10位不同宣教类网红在Instagram上制作的50条病毒式传播短视频（Reels）开展内容分析。研究结果显示，宣教类网红在Instagram病毒式传播视频中，常应用五大核心新闻价值标准。出现频率最高的是人情味（human interest）标准，在50条分析视频中出现49次；其次为影响力（impact）标准，共43次；紧随其后的是贴近性（proximity）标准（35次）、冲突性（conflict）标准（29次），占比最低的是时效性（currency）标准，仅出现28次。本研究可为宣教类网红提供参考，助力其制作兼具高影响力与高质量的宣教视频：若能同时满足五大新闻价值标准，可使社交媒体（尤其是Instagram）上的宣教视频更高效地获得受众认可，并帮助目标受众（Madu）实现更高程度的理解。