Communication Design of Ma’had Al-Jami’ah in Preventing Radicalism in IAIN Salatiga

The purpose of this study was to describe how Ma’had Al-Jami’ah designed the message of religious antiradicalism in Institut Agama Islam Negeri (IAIN, State Islamic Institute) Salatiga. In this study, communication design was interpreted as a creative strategy from Ma’had Al-Jami’ah through informative and transformative messages. The strategy started from how the idea was expressed and who would be the messenger. This study used a qualitative method with descriptive case studies. The collecting data techniques in this study were in depth interview, observation, and documentation techniques. The results obtained from this study were that although there is no antiradicalism communication design that is detailed, structured, and massive and is still on a small scale, but efforts to counteract radicalism have been carried out by Ma’had Al-Jami’ah IAIN Salatiga. This is done by the manager, instructor, caregiver and management. Starting from the selection of teachers, the contents of the material, and presenters in a variety of formal and informal activities, updating maqalah (quote) about the love peace message of Islam the WhatsApp group management. The recommendations found in this study are: (1) the importance ADDIN https://journal.iainkudus.ac.id/index.php/Addin ISSN: 0854-0594; E-ISSN: 2476-9479 Volume 14, Number 1, February 2020: 117-140 DOI: 10.21043/addin.v14i1.7309


A. Introduction
Radicalism is a concept that is rejected by various groups. 1 Institut Agama Islam Negeri (IAIN, State Islamic Institute) 1 Galym Zhussipbek, "Religious Radicalism in Central Asia", Rethink Paper (Washington, DC: Rethink Institute, 2013), No. 12. Salatiga as one of Perguruan Tinggi Keagamaan Islam Negeri (PTKIN, State Islamic Higher Education) is a group that seriously rejects radicalism. 2 One of the concrete actions taken by IAIN Salatiga is established a student dormitory that is expected to be an antiradicalism agent on campus, namely Ma'had Al-Jami'ah IAIN Salatiga. Therefore, Ma'had Al-Jami'ah needs to design a specific communication to counteract radicalism on campus. This article will discuss how Ma'had Al-Jami'ah IAIN Salatiga designs communication to counter radicalism in the campus environment.
Radicalism in the name of religion as a dangerous view for the nation is well known. 3 Various trusted institutions such as Lembaga Kajian Islam dan Perdamaian (LaKIP, Institute of Islamic Studies and Peace), Lembaga Ilmu Pengetahuan Indonesia (LIPI, Indonesian Institute of Sciences) and the Wahid Institute shows findings about serious concerns about the massive development of radicalism groups in Indonesia that are disrupting tolerance and love of Pancasila, especially youth and academic groups. 4 The idea of radicalism turned out to be attractive to students. 5 Spokesperson for the Head of Badan Intelijen Negara (BIN, State Intelligence Agency), Wawan Hari Purwanto, confirmed the existence of seven Perguruan Tinggi Negeri (PTN, State Universities) exposed to radicalism. Wawan said that in 2018, 39 percent of students in 15 provinces showed their interest in radical understanding. 6 This data is reinforced by a study conducted by Alvara Research Center on Students related to the answers of students who are holding with jihad for the sake of establishing an Islamic caliphate or state, which is 23.4%. As shown in Figure 1 .

Figure 1 The Percentage of Students Who Are Holding with Jihad for the Sake of Establishing an Islamic Caliphate or State
Source: Alvara Research Center, 2018 Various data about the dangers of radicalism on campus leads us to a conclusion the importance of preventing it, but not to create a new danger. As in a hadith narrated by Imam Malik, Hakim, and ad-Dar al-Quthni, 7 "La dharara wa la dirara," that you must not endanger yourself and others. Imam as-Suyuti 8 stated that this hadith became the basis for the Qaidah al-Fiqhiyyah, namely ad-dararu yuzalu that everything that is harmful must be destroyed. In destroying the danger by not creating a new danger, the Islamic scholars made the derived rule (qaidah), ad-dararu la yuzalu bi ad-darari, means that the danger must not be eliminated by the danger either. Because of the rules (qawaid), researchers chose communication design to be a tool to prevent radicalism in 7 Jalaluddin Abdurrahman as-Suyuti, "al-Ashbah wa an-Nadzair", Maktabah Syamilah Edition 2, n.d. campus, not destructive and repressive actions that could lead to new problems.
Communication may not be the panacea of various problems. However, a survey states that communication is the most important skill. 9 Effective communication can improve the quality of relationships between individuals and employees and management within the company. 10 Phatical communication can improve learning for students. 11 The success in preventing radicalism on campus is no exception because of the importance of communication.
One of the successful ways to prevent radicalism is effective communication. 12 Effective communication can be achieved with the right communication design, while the design of communication needs to be made and implemented by the appropriate person or society as well. 13 The role of the society is later expected to be an antiradicalism agent on campus. According to researcher the role was appropriate to be given to Ma'had Al-Jami'ah.
Considering that there is no data on whether Ma'had Al-Jami'ah IAIN Salatiga has designed special communication to prevent radicalism on campus, the issues raised are is there a communication design of Ma'had Al-Jami'ah IAIN Salatiga in preventing radicalism on campus? If it already exists, how is the communication design of Ma'had Al-Jami'ah IAIN Salatiga in preventing radicalism on campus?
Researches on radicalism have been carried out. The results showed that radicalism is still an issue worth studying. One of the researches was carried out by Muhsin 14 in two major campuses in Yogyakarta, Universitas Gadjah Mada (UGM, Gadjah Mada University) and Universitas Islam Negeri (UIN, State Islamic University) Sunan Kalijaga. The results showed that both the campus wants to maintain the ideology of Pancasila amid the challenges of transnational ideology. In line with this, there is an article from Robingatun entitled "Radikalisme Islam dan Ancaman Kebangsaan" which considers radicalism in the name of religion is a threat to the ideology of Pancasila. 15 The role of family members regarding the importance of antiradicalism education can be found in the writings of Abu Rokhmat. 16 He recommended that Pendidikan Agama Islam (PAI, Islamic Education) teachers and parents play a role in reeducation a more complete understanding of Islam and the ukhuwah Islamiyyah and antiradicalism campaign. There is also the article "Pengembangan Pendidikan Aswaja Sebagai Strategi Deradikalisasi" by Ngainun Naim 17 which tried to provide solutions to the deradicalization of character education. Next solution is offered by Darlis 18 with Islamic moderation that encourages openness and tolerance for differences. Differences are believed to be sunnatullah and mercy for humans.
Regarding the design and planning of communications to prevent radicalism, there is an article entitled "Desain Perencanaan dan Aksi Komunikasi untuk Program Kampanye Jihad Damai Anti Terorisme" by Surokim. 19  Those articles will be complemented by this researcher's article. In this article, communication designs will be suitable to be applied in the student dormitory where it will be the antiradicalism agent on campus. In this case Ma'had Al-Jami'ah IAIN Salatiga dormitory. Therefore this research is important to carry out. This research was a qualitative research using indepth interview, observation, and documentation techniques. Interviews were conducted with Kiai Ahmadi Hasanudin Dardiri, Kiai Mochammad Nuryansah, and Kiai Ahmad Samingan who were caregivers and teachers at Ma'had Al-Jami'ah IAIN Salatiga.

Communication Design
The word "design" according to the Indonesian dictionary 22 is a form, frame; design; motive; style. Communication itself has many definitions. In the Dance record there are more than one hundred definitions of communication. There are various definitions that position the communication participant as an object for other participants (or more specifically that of communication as a tool or an instrument), such as the definition of Carl I. Hovland and

Muhamad Fahrudin Yusuf and Miftahuddin
Tubs and Moss define communication as the process of creating meaning between two participants (communicator 1 and communicator 2). 25 This definition is considered by some experts as a more humanistic definition on the grounds that position participants in communication equally. Both are equally active in translating symbols, both verbal symbols such as language and non-verbal symbols such as waving. Another definition worth mentioning is Hall's definition that states culture is communication and communication is culture. 26 Culture is always displayed as a symbol, verbal and non-verbal. So, this Hall's definition is also appropriate to be included in the definition of communication from a cultural perspective.
Referring to the various definitions of the communication design, the cultural content as well as the religious and linguistic contents are options in the strategy to convey messages. Cutlip, Center, and Broom (2009) said that effective information campaigns must be designed to suit the situation, time, place, and audience, including antiradicalism campaigns. 27 According to Gondo Utomo, information campaign is important. The information starts with evaluation and plan, including the vision, mission, targets, and financial priorities. 28 This information campaign can only be held out by established organizations that funded solely for campaign. The disadvantage is, of course, that if it is done continuously it will take a long time and a large cost. The following Figure 2 is a chart of Kotler and Keller Communication Design (2012).

What to say
How to say Who should say "What to say" practically being operationalized as a message strategy focuses on research on consumers by management. The strategy can be done by searching for themes and ideas that can later build "brand positioning" that the products offered. Ma'had managers can introduce themselves as ma'had that understands moderate Islam and Islamic Indonesian culture. In the context of this research, the message strategy becomes important because the message delivered becomes the brand in the Ma'had Al-Jami'ah campaign in order to counteract radical understanding on campus.
The next pillar is "how to say" or creative strategy. This strategy refers to how a message is effectively communicated and expressed. 30 A message may be ineffective communicated due to poor communication or inappropriate way of expression.
Creative strategy can be done informatively. This strategy conveys informative messages, where product information can be conveyed. For example, radicalism is informed as a product that harms students. Then offered Islamic moderate solution as a 30 Muktaf.
beneficial product. This is an informative strategy that can be done, especially when conveyed logically not imaginatively.
Transformation approach is revers to image or non-product approach. Or in other words emotional approach is more prioritized in this approach. In this approach, the image of Ma'had Al-Jami'ah as a home for student is more highlighted than the informative logical approach. Referring to this approach, the glorified of Ma'had Al-Jami'ah as an antiradicalism agent on campus is emotionally more highlighted.
The last pillar, "who should say it" or who will deliver the message, referring to informative creative strategies using testimonials and explanations from Ma'had Managers and teaching staff. You can also use testimonials from students or community users of campus services. Another thing that can be done is to endorse students who are high achievers on campus or can also be campus officials such as the rector, or even manager and caregiver of Ma'had Al-Jami'ah themselves.

Radicalism
The So, what exactly is meant by radicalism? The word "radical" itself comes from the Latin radix which means root. In English the word radical can mean extreme, comprehensive, fanatical, revolutionary, ultra, and fundamental. 32 While radicalism means doctrine, ideology, or practice of proponents to radicalization or extreme understanding. 33 In Kamus Besar Bahasa Indonesia (KBBI, Indonesia Dictionary), radicalism is defined as an understanding that wants changes in a hard or drastic way. While Sartono Kartodirdjo defines radicalism as a social movement that rejects the overall ongoing social order and is characterized by strong moral irritation to oppose and hostile to people who have special privileges and power. Radicalism is often interpreted differently between interest groups.
In religion, radicalism is a religious movements that attempt to completely overhaul the existing social and political order by means of using violence. Whereas in the study of social sciences, radicalism is interpreted as a view that wants to make fundamental changes according its interpretation of the adopted social reality or ideology. Thus, radicalism is a general phenomenon that can occur in a society with diverse motives, on social, political, cultural and religious terms, which is characterized by violent, extreme, and anarchist acts.
Radical groups have the characteristics included. First, often claims a single truth and misleads other groups who disagree. Second, radicalism complicates the Islamic religion, which is actually samhah (light) by considering sunnah worship as obligatory and makruh as if haram. Radicalism is characterized by religious behavior that prioritizes secondary issues and overrides the primary ones. Third, most radical groups are excessive in religion which is not appropriate. in speaking, and emotional in preaching. Fifth, radical groups are easily prejudiced to others outside their group. Sixth, it is easy to disbelieve others with different opinions. 34

Jami'ah IAIN Salatiga
The agreement of 50 leaders of Perguruan Tinggi Keagamaan Islam Negeri (PTKIN, State Islamic Higher Education) throughout Indonesia, should have been formulated and mandated by all PTKIN in Indonesia, including IAIN Salatiga. One environment worthy of being an antiradicalism agent at IAIN Salatiga is Ma'had Al-Jami'ah given its existence within the campus environment for twenty-four hours. Not to mention the mahasantri figures who live in it which are generally used as a model by other students, because of their religious scholarship that exceeds students outside Ma'had, no exception to Ma'had Al-Jami'ah IAIN Salatiga. Following are some pictures of the activities and conditions of Ma'had Al-Jami'ah IAIN Salatiga. basic included. First, to combine the positive dimensions of higher education institutions and pesantren, that both must be achieved together to create a generation that has mastery of science and technology and has good personality and morality. Second, at the scientific level it is very important to be able to put monotheistic values into the scientific areas studied by students so that the science and technology learned can provide knowledge of the importance of metaphysical and spiritual values of religious teachings.
Third, in the social area, society today is apparent increasingly that there is an elitist phenomenon of smart educated groups in schools but isolated by the knowledge possessed in the midst of their communities so that students lose their sensitivity to their social environment. This reality impacts the distance between universities and their students in the midst of real needs and problems in society. Higher Education in such a position is like on top of an ivory tower that is alien from the reality of society and culture. Higher Education should ideally be united with the community to strengthen the development of science, technology, and art.
Fourth, it cannot be denied that the current education product coupled with the pragmatic culture that develops in Indonesian society makes students move in a very narrow space. Superficial spaces, however, have become the mainstream of a culture that has developed trends, popularity, and material in the midst of society. The empirical phenomenon of the community is seen as important for organizing education that optimize the potential of human nature holistically so that a generation will have a complete character: physically healthy, intelligent in mind, skilled at work, and always based on Islamic teaching values. 35 One reason of the Ma'had establishment obviously because of the alumni and parents' concern about alumni and student recognition in their respective communities, in addition to a great desire to incorporate science in college and boarding school in an institution. Such a reality would be even more worrying if it was precisely because of being a santri in the Ma'had, a student was instead exposed to radicalism.
Ma'had Al-Jami'ah IAIN Salatiga is a unit at the level of Unit Pelaksana Teknis (UPT, Technical Implementation Unit) under the student affairs of IAIN Salatiga. 36 The vision of Ma'had Al-Jami'ah IAIN Salatiga is: "The realization of Ma'had Al-Jami'ah IAIN Salatiga as a center of strengthening the faith and morals, as well as developing the Islamic knowledge and traditions for the emergence of Muslim scholars who excellent in the fields of Islamic knowledge, foreign linguistic abilities, intact personalities, and good morality." 37 In order to realize the vision, there are three missions that must be done by Ma'had Al-Jami'ah IAIN Salatiga. First, educating mahasantri to have ability to read and understand Al-Qur'an properly, steadiness of faith, spiritual depth, nobility of character, and the comprehensive of religious knowledge. Second, strengthening internalization of Islamic, personality, and civilization values through integrated education between academic education colleges and boarding schools. Third, training foreign language skills (Arabic, English, and others) for mahasantri through the creation of a conducive environment and bi'ah lughawiyyah.
Looking at the vision and mission, explicitly there has not yet been found any antiradicalism communication design in Ma'had Al-Jami'ah IAIN Salatiga. This was admitted by the caregiver of Ma'had Al-Jami'ah Putri IAIN Salatiga,Kiai Mohammad Nuryansah. 38 According to him, vision and mission of Ma'had Al-Jami'ah are old ones, long before he joined Ma'had Al-Jami'ah IAIN Salatiga, and are not up to date again. However, that does not mean Ma'had Al-Jami'ah gives space to radicalism. Even Ma'had Al-Jami'ah offers Islamic teachings that are pleasant for students who live there as solutions for radicalism. There is no exaggeration to come up with the idea to make Ma'had Al-Jami'ah IAIN Salatiga as an antiradicalism agent on IAIN Salatiga campus. One who supports that view is the caregiver of Ma'had Al-Jami'ah Putri IAIN Salatiga, Kiai Ahmadi Hasanuddin Dardiri. He stated: "I strongly agree with the statement that Ma'had is an antiradicalism agent, because the students of Ma'had must have a lot of knowledge. This knowledge will make them inclined towards moderates because they have many perspectives in understanding something while radicalism is built by one perspective so that it will be hard and inflexible." 39 A similar opinion was delivered by Ma'had Al-Jami'ah Putra Caregiver, Kiai Mohammad Nuryansah, who said that as an agent of antiradicalism, Ma'had Al-Jami'ah should play an active role in the campaign against radicalism in Salatiga by designing communication of antiradicalism. This can start from the idea how the message is conveyed, by whom, and using the right channels and media. 40 Ma'had Al-Jami'ah IAIN Salatiga which is located at Jalan Nakula Sadewa V/03/03 and Jalan Nakula Sadewa V/05/03 Kembangarum, Dukuh, Sidomukti, Salatiga has two representative buildings. Located right next to Campus 2 of the IAIN Salatiga, the buildings can accommodate hundreds of students. At present there are around 70 santri living in Ma'had Al-Jami'ah Putra and around 200 santri in Ma'had Al-Jami'ah Putri.

Muhamad Fahrudin Yusuf and Miftahuddin
Students who live in Ma'had Al-Jami'ah come from various educational and family backgrounds. There are even some students from abroad, precisely from Thailand who live in Ma'had Al-Jami'ah. 42 The mahasantri were got into Ma'had Al-Jami'ah through the selection lines usually held each academic year. 43 Such conditions allow the entry of students who have brought seeds of radical understanding from the previous school or pesantren that were left behind.
Realizing this possibility, the idea of delivering the message of antiradicalism originated from the initiative of Ma'had Managers and caregivers. In practice, implementing the deliver while educating Ma'had students. The Director of Ma'had, Kiai Muh. Hafidz, always reminds the importance of teaching Islamic moderation in Ma'had. 44 According to Kiai Ahmadi Hasanuddin Dardiri as the caregiver of Ma'had Al-Jami'ah Putri, 45 Ma'had Managers in general have made practical efforts so that Ma'had Al-Jami'ah is not exposed to radical understandings. Considering Ma'had is in the form of boarding environment, so it is easy to dictate students with a certain understanding. According to him, the caregivers must start the steps early to prevent radicalism. The initial step conducted by Ma'had's Manager was communicating to all levels of management not to select lecturers who were exposed or indicated as being exposed to radicalism. However the teachers' selection is subjective and imperative, in the sense that it is the prerogative of the Manager.
According to Kiai Mohammad Nuryansah, the selection is not only for teachers, but for students who want to join Ma'had Al-Jami'ah. To be registered as a Ma'had Al-Jami'ah student, IAN Salatiga students must take a series of tests, one of which is an interview test. In this test, nationality insight material will be submitted, including the understanding of radicalism. Kiai Mohammad Nuryansah, the background checks of the material presenters from outside of the campus were also conducted. If the prospective presenter is suspected of being exposed to radicalism, then he will not be invited. 46 These actions are held as the strategies to counter radicalism. Several presenters were proposed and agreed upon were Kiai Abdul Ghofur Maimoen and Kiai Miftah Habiburrahman who had been known as scholars who were antiradicalism and Islamic preachers who were rahmatan li al-'alamin. Regarding the presence or absence of antiradicalism message campaigns, Kiai Ahmadi Hasanuddin Dardiri emphasized that the message of antiradicalism certainly exists although it is still limited to students of Ma'had. He argued that Ma'had must always convey antiradicalism messages because its position as an institution under the government institution. Although he acknowledged that structured messages did not yet exist. In addition, the message is still limited to the scope of 150 Ma'had female students. 47 The absence of structured and massive campaigns of course is related to various things, one of them is the absence of funding from the campus. Because after all, as Unit Pelaksana Teknis (UPT, Technical Implementation Unit), Ma'had Al-Jami'ah could not take any action outside its authority and budget constraints.
In line with Kiai Ahmadi Hasanuddin Dardiri, Kiai Mohammad Nuryansah, 48 as the caregiver of Ma'had Al-Jami'ah Putra, added, although there had not been a massive campaign of antiradicalism yet, as a caregiver, he was also very concerned with the issue. For him, radicalism is a concept that should be obsolete and should not feasible to be processed into strategic and practical issues. opposed of Islamic radicalism. The calling revolves around the danger of the radicalism teachings which is always contrary to the ideology of a legitimate government. So that, the santris of Ma'had Al-Jami'ah were not turned into radical santri and opposing the Government. 49 A message will certainly be effective if the messenger and media are considered carefully. Kiai Ahmadi Hasanuddin Dardiri continued, the message of antiradicalism was conveyed by the caregivers at the event activities in Ma'had Al-Jami'ah IAIN Salatiga. The activities include ceremonial events and every Qur'anic activity. "We convey this message in the agendas when we give speeches or as implementation of Al-Qur'an. Indeed, we don't hold the special forum for tackling radicalism yet. But in our opinion it is precisely the effective strategy in delivering messages to the students. Because we can do it continuously and the students also do not feel uncomfortable if they did have an interest in radicalism. Given that of course those who are here (Ma'had) previously came from from different boardings." 50 The above is a direct quote from Kiai Ahmadi Hasanuddin Dardiri about the form of antiradicalism campaign in Ma'had Al-Jami'ah IAIN Salatiga. While Kiai Mohammad Nuryansah added, the message of antiradicalism was embedded in the subject matters of Ma'had, such as Arabic and Nashaih al-'Ibad. The teachings of Islam as a peace-loving and non-violent religion are always being held. Kiai Mohammad Nuryansah said, apart from the teaching forums, antiradicalism messages were also delivered through the WhatsApp messaging group. Maqalah (quotes) that lead to antiradicalism messages are always updated by the management of Ma'had as an effort to prevent radicalism. The Manager of Ma'had Al-Jami'ah, who is also a lecturer in English, Kiai Ahmad Samingan, confirmed what was conveyed by the two caregivers of Ma'had Al-Jami'ah Putra and Ma'had Al-Jami'ah Putri. As the manager, Ma'had Al-Jami'ah confirmed that there had not been a special campaign on radicalism. In the future, he hopes that there will be such activities so that IAIN Salatiga students know very well abou t radicalism and that Islam are rahmatan li al-'alamin. Kiai Ahmad Samingan added by examplifying himself when teaching English. He is not only teaching subject matters but also introduced Islam rahmatan li al-'alamin which is clearly a vis a vis of radicalism. 52 These various explanations bring the researcher to an understanding that substantively, Ma'had Al-Jami'ah already has a creative strategy. The strategy held by the caregiver to the santri of Ma'had Al-Jami'ah has been informative and even transformative. The message conveyed already mentioned the anti-thesis product of radicalism, namely moderation of Islam and forming a moderate image in religion. Moderation of Islam itself refers to awareness of diversity in various conditions that exist in Indonesia. Therefore, a comprehensive religious teaching system that can covered every students' needs through flexible teaching by not leaving the text (Al-Qur'an and hadith) is needed. Plus the importance of aqliyah (sense) and naqliyah (Al-Qur'an and hadith) reasonings as a solution to every problems. 53 The explanations given by the caregivers to students were informative considering that there was an information about the radicalism product and its dangerous for santri. The caregivers also offered a solution, namely Moderate Islam. Although it tends to be normative based on Al-Qur'an and hadith, but it is also sense logical and solutive.
Nevertheless, the selection of communicators to deliver antiradicalism messages is considerate. The communicators are 52 Interview with Kiai Ahmad Samingan, March 31, 2020. 53 Tim Penyusun, Tafsir Al-Qur'an Tematik (Jakarta: Kementrian Agama RI, 2012). caregivers in Ma'had Al-Jami'ah, who occupies a central position and deal directly with students. So that the message delivered more effectively, and digested and manifested in more concrete antiradical actions.

C. Conclusion
Although there is no proper planning yet, the importance of antiradicalism messages has been realized in the environment of Ma'had Al-Jami'ah. The messages were informative and transformative even in a small scope. Indirectly, although not yet structured, the design of antiradicalism communication on campus has practically been implemented. As the end of this paper, the suggestions that researchers make are: First, a comprehensive explanation of the non-radical way of religion benefits and the dangerous of following the understanding of radicalism. Second, revitalizing the role of Ma'had Al-Jami'ah as an antiradicalism agent on campus, given the important role of Ma'had Al-Jami'ah as an student dormitory that is active for 24 hours and the important role of students of Ma'had being an example for other students outside Ma'had. Third, it requires a structured and massive campaign that covered the entire academic community of IAIN Salatiga due to the heterogeneous input of students.