Ainurliza Mat Rahim et al./ Elixir Soc. Sci. 43 (2012) 6898-6904 6898 Introduction In the process of dakwah, Syamsul Bahri (2003) identified three important things that have been mistreated. Firstly, dakwah is oriented to perform ritual activities like prayers, fasting and pilgrimage. Secondly, the da’i put themselves as strangers to the public and therefore unable to reach the real situation. Thirdly, society is dynamic and always changing according to time, place and environment, but has been overlooked by the da’i. Because of these factors, the image of Islam and muslims among non-muslims in Malaysia is arbitrary. Ushama (2004) found there are religious misunderstandings and lack of tolerance by Malaysian non-Muslims. Although they see Islam to be good, they hold an opinion that Muslims are not fully representing Islam in all walks of life. In general, a very small segment of the Malaysian non-Muslim society has positive opinions about Islam and Muslims. They are well educated or have good neighbours or have dealings with righteous Muslims. It appears that it is the Muslims’ character and behaviour that play an active role in shaping the image of Islam and Muslims in their minds. Mass media as the powerful tool to disseminate information to the mass circulation is expected to play its role in forming a new perception of Islam and its followers. Unfortunately, the religious programmes are limited in contents and creativity. Until 2009, Zaki and Mazni (2010) listed 191 religious programmes in public and private TV stations in Malaysia. While Rosidayu (2010) states the format of presentation revolves around the same format – talk show, documentary and magazine. Research questions This research has placed three research questions as follows: 1. To what extent the top Imam utilized his nonverbal communication as a social leader? 2. Does the top Imam carry a likeable and approachable image? 3. How does reality show “Imam Muda” present Islam and its leaders? Literature review Non-verbal communication is a branch of communication that is very important. Other than delivering the message with words, the non-verbal behavior is very effective, in fact more effective in certain situations. Among the channels for non- verbal communication are kinesics, physical appearance, artifact, touching, vocal quality, space utilization, time and silent utilization. The effective utilization of non-verbal communication leaves a big impact in the person’s interactional cycle. According to Burgoon and Hoobler (2002), there are two positive effects of the non-verbal communication in a person’s social interaction. Firstly, if a person can send and receive non- verbal signals effectively, hence the higher are his physical attractions, popularity, and psychosocial abilities. Secondly, if a person showed skills in effective non-verbal communications, hence the more excellent his abilities are in persuading and influencing other people. This is in line with the task of an Imam as a social leader to change the mind and behavior of people, especially in a multiracial country like Malaysia. Elixir Soc. Sci. 43 (2012) 6898-6904 “Imam Muda” reality show: an analysis of non-verbal communication of young Imam Ainurliza Mat Rahim 1 , Mohd Azmir Mohd Nizah 2 , Norazirawati Ahmad 3 and Nur Kareelawati Abd Karim 1 1 Faculty of Leadership & Management, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, 2 Centre for Core Studies, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia. 3 Selangor International Islamic University College , Malaysia. ABSTRACT This research seeks to examine the nonverbal communication of an influential leader to change mind and behaviour of others, particularly in the field of dakwah. The portrayal of young Imam in the Malaysian reality show “Imam Muda” brings new landscape of muslim socialization process and implies significant values of dakwah. The definition of young Imam and its role as a progressive leader in a modern, multiracial society are described and illustrated in this 10-episode show. The researchers give special attention to nonverbal communication of the winner as this aspect is a determining factor of being a good and influential leader. The contestants may have more or less the same quality in terms of Islamic knowledge, but to gain social influence as an Imam, obviously nonverbal communication talks louder than verbal communication. The silent messages displayed by an individual are more countable and reliable in the eyes of people, as concluded in Mehrabian’s 7%-38%-55% Rule. Five episodes of Imam Muda have been selected and five elements of nonverbal communication have been analysed – kinesics, paralanguage, haptics, appearance and proxemics. A thorough analysis of the top Imam is carried out to see to what extent he uses the nonverbal communication in interpersonal or mass setting that promote him as the most eligible young Imam. © 2012 Elixir All rights reserved. Social Science ARTICLE INFO Article history: Received: 8 January 2012; Received in revised form: 30 January 2012; Accepted: 13 February 2012; Keywords Da’wah, Spiritual Leader, Influential IslamicLeader, Television Programme, Effective Nonverbal Communication. Available online at www.elixirjournal.org Tele: E-mail addresses: ainurliza@usim.edu.my © 2012 Elixir All rights reserved