Abstract
This paper saw the rampant of syi’ar through television in Ramadan using various approaches that are
appropriated to various conditions of Islamic communities in Indonesia. Modern society is so pragmatic
and hedonic unseparated from the target of proselytizers. They prefer syi’ar treats (show) through
television media that is easily accessible by people from different social status. This study focusses on six
da’wah events via television: Tafsir Kehidupan on TV One, Pelita Hati on Metro TV, Islam itu Indah and
Kultum on Trans TV, Bunga-bunga Hati and Bicara Islami on RCTI. In these events there is interaction
between the proselytizer and mad'u through the symbols that are set in da’wah materials through the
television as the media. Then, the term McDonaldization Da'wah appers, which consists of four principles:
efficiency, calculability, predictability and control.