Data collection techniques were obtained through observation, interviews, and
documentation. Key informants in the study consisted of preachers, religious leaders, and
the community (mad'u). The findings show that religious groups spread over four sub-
districts, such as Muhammadiyah, NU, and Perti. In other groups, such as in Padang
Selatan, the Tablighi Jamaat and several Tarekat groups were found. The pattern of
relations between da'i and mad'u in four sub-districts is in the form of relations between
organizations, egalitarian or neutral. While the interaction between the two shows a
friendly, mutually promoting, and neutral attitude. The implications of the research are
providing information and guidance for religious communicators in analyzing the socio-
cultural conditions of the mad'u group in designing messages and da'wah programs that
can drive social change.
Keywords: da'wah map; interaction; socio-cultural; da'i; mad'u.