Transformation of Da'wah in the Digital Society Era: Integrating Islamic Values and the Dynamics of Mad'u through Social Media

Transformasi Dakwah di Era Masyarakat Digital: Integrasi Nilai Islam dan Dinamika Mad’u melalui Media Sosial

Abstract

This study aims to examine the transformation of da’wah in the digital society, focusing on changes in da’wah media and delivery patterns, the transformation of da‘i and audience roles, the integration of Islamic values, and its implications for social change. This study employs a qualitative approach using a descriptive-analytical method. Data were collected through observation of digital da’wah content, in-depth interviews with digital preachers and audiences, and documentation of da’wah activities on social media platforms. The findings reveal that digital da’wah is not merely a transfer of conventional da’wah into online spaces, but rather a process of adaptation shaped by the logic of digital media and the characteristics of digital audiences. Digital da’wah fosters more participatory communication, in which audiences actively respond to and interpret religious messages. Islamic values remain central to digital da’wah, although they are conveyed in more contextual and socially relevant forms. Despite its contribution to enhancing religious awareness and social consciousness, digital da’wah also faces challenges, including algorithmic pressures, attention competition, and the risk of message simplification. This study concludes that digital da’wah represents an adaptive and transformative form of contemporary da’wah with the potential to function as an agent of social change in digital society.