KOMUNIKASI ISLAM DALAM RUANG DIGITAL: STUDI KUALITATIF TENTANG ETIKA DAKWAH  DAN LOGIKA MEDIA SOSIAL

SUGITO SUGITO; SUGITO SUGITO

Authors

SUGITO SUGITO {"en_US":"BP"}

Keywords:

Komunikasi Islam, Dakwah Digital, Etika Dakwah, Media Sosial, Logika Media Digital

Abstract

Abstrak

Penelitian ini bertujuan menganalisis praktik komunikasi Islam dalam ruang digital dengan fokus pada etika dakwah dan pengaruh logika media sosial. Islam dan tuntutan algoritma, viralitas, serta budaya visual media sosial. Penelitian ini menggunakan pendekatan kualitatif interpretatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi konten dakwah digital, dan dokumentasi terhadap akun media sosial dai dan kreator dakwah di Indonesia. Analisis data dilakukan secara tematik untuk mengidentifikasi pola makna dan praktik etika dakwah digital. Temuan penelitian menunjukkan bahwa dakwah digital cenderung mengalami pergeseran orientasi dari nilai edukatif dan spiritual menuju logika popularitas. penelitian ini melibatkan 8 pendakwah digital (dai muda) dan 5 audiens aktif sebagai subjek kunci. Penentuan jumlah informan didasarkan pada prinsip saturasi data, di mana penambahan subjek tidak lagi memberikan variasi informasi baru yang signifikan terhadap pola negosiasi etika dakwah. Fokus penelitian diarahkan pada kedalaman interpretasi terhadap fakta dan fenomena komunikasi yang ditemukan di lapangan guna menghasilkan analisis yang komprehensif. Penelitian ini berkontribusi pada penguatan kerangka konseptual komunikasi Islam digital dan memberikan implikasi bagi pengembangan praktik dakwah yang beretika di era media sosial.

Kata kunci: Komunikasi Islam, Dakwah Digital, Etika Dakwah, Media Sosial, Logika Media Digital

Abstract

This study examines Islamic communication practices in digital spaces, focusing on the ethics of da’wah and the logic of social media. Islamic ethical values and algorithm-driven demands such as visibility, virality, and visual culture. Using a qualitative interpretative approach with a case study design, data were collected through in-depth interviews, observation of digital da’wah content, and documentation of social media accounts of Indonesian preachers. Thematic analysis was employed to identify patterns of meaning and ethical negotiation in digital da’wah practices. The findings reveal that digital da’wah tends to shift toward popularity-oriented communication. This study involves 8 digital preachers (young dais) and 5 active audience members as key subjects. The number of informants was determined based on the principle of data saturation, ensuring that further data collection would not yield significantly new information regarding the negotiation of da’wah ethics. The research focuses on the depth of interpretation of the observed communication phenomena to provide a comprehensive and nuanced analysis. This study contributes to the development of value-based Islamic communication theory in digital contexts and offers practical insights for promoting ethical da’wah practices within social media ecosystems.

Keywords: Islamic Communication, Digital Da’wah, Da’wah Ethics, Social Media, Media Logic

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