Gerakan Indonesia Tanpa Pacaran (GITP), as a <em>da’wa</em> movement, rises because of moral panics encouragement. It is concerned that promiscuity among youths is increasingly out of control. The Movement presenting its mission through social media is opposed by many circles. Nonetheless, it develops rapidly and obtains many followers. This research is meant to answer questions: 1) why does GITP develop rapidly although it is opposed by many circles? 2) What propaganda techniques are used by GITP so that it receives many followers? 3) How does GITP mobilize youths’ social praxis? To answer these questions, I use Fairclough’s critical discourse analysis. The research concludes that the triumph of GITP is not separated from the totality of propaganda. It uses seven propaganda techniques.  Mobilization of social praxis is done through three discourse functions namely ideational, identity, and relational function of discourse till it produces personal piety and militant community.

Tulisan ini mendeskripsikan tentang adanya sebuah diskursus baru pada media sosial, yakni kemunculan niqabstyle. Diskursus ini mewakili sebuah tren dimana perempuan-perempuan bercadar menampilkan dirinya di media sosial dengan gaya mereka masing-masing. Penelitian ini bertujuan untuk mengungkap makna-makna di balik fenomena tersebut. Pengambilan data diawali dengan pengumpulan postingan-postingan terkumpul dalam #niqabstyle. Data telah terkumpul kemudian dikategorikan berdasarkan kriteria tertentu dan dianalisis dengan Semiotika Peirce. Analisis ini memperhatikan ground, representament, dan interpretant dari objek-objek yang dikaji. Sehinga ditemukan makna-makna yang ada di balik objek tersebut. Penelitian ini menyimpulkan bahwa kemunculan #niqabstyle merupakan hasil dialektika antara komitmen untuk mempertahankan kesalehan dengan keinginan untuk tampil stylish dari para perempuan bercadar. Dialektika ini mendorong mereka untuk tampil stylish dengan tetap menggunakan cadar. Penampilan mereka yang seperti ini memiliki makna bahwa mereka tetap bias tampil modish dengan tetap mempertahankan komitmen mereka untuk menjadi wanita-wanita salehah.[This paper describes a new discourse on social media, namely the emergence of the niqab style. This discourse represents a trend where veiled women present themselves on social media in their own style. This study aims to reveal the meanings behind this phenomenon. Data collection begins with the collection of posts collected in #niqabstyle. The data has been collected and then categorized based on certain criteria and analyzed by Peirce's Semiotics. This analysis pays attention to the ground, representant, and interpretant of the objects being studied. The meanings behind the object are found. This research concludes that the appearance  of #niqabstyle is the dialectical result of the commitment to maintain piety and the desire to look stylish by veiled women. This dialectic encourages them to look stylish while still wearing the veil. Their appearance like this means that they can still appear modish while maintaining their commitment to becoming pious women.]