Sholawat Art Event as a Medium for Islamic Boarding School Branding: A Dramaturgical Study at Bidayatul Hidayah Islamic Boarding School, Mojokerto

Achmad Fais Ghozali; Chusnul Muali

doi:10.63922/ijevss.v5i03.5551

Achmad Fais Ghozali Nurul Jadid University, Indonesia
Chusnul Muali Nurul Jadid University, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.5551

Keywords: Islamic boarding school branding, dramaturgy, sholawat arts event, Islamic education management

Abstract

This study aims to analyze sholawat arts events as a branding medium for Bidayatul Hidayah Islamic Boarding School, Mojokerto, through the perspective of Erving Goffman’s dramaturgy. The study employs a qualitative approach using a single-case study design focusing on the organization of Fesban Best Master. Data were collected through in-depth online interviews, non-participant observation of event recordings and digital content, as well as documentation. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, and conclusion drawing and verification. Data validity was examined through source triangulation, technique triangulation, and member checking. The findings indicate that Fesban Best Master serves as an experience-based branding medium that presents the identity of the Islamic boarding school through the quality and selectivity of participants, professional event management, and digital publication. From a dramaturgical perspective, the front stage is represented through outstanding participants, performance quality, and professionalism in event organization, while the back stage encompasses participant curation, personal approaches, committee coordination, santri cadre development, and the management of relationships with the community. Impression management is directed toward creating the perception that the Islamic boarding school possesses quality, professionalism, and the capacity to develop Islamic arts. Event management also reflects the principles of takhthith, tanzhim, tawjih, and riqabah, accompanied by the values of amanah, responsibility, and ta’awun. This study produces a Value- and Dramaturgy-Based Contextual Model of Islamic Boarding School Event Branding, demonstrating that an authentic image is formed through the alignment of the Islamic boarding school’s identity, back-stage management, front-stage representation, impression management, and public experience.

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