Negotiating Da’wah and Algorithms: Social Media Strategies of Sunan Drajat Islamic Boarding School
Negosiasi Dakwah dan Algoritma: Strategi Media Sosial Pondok Pesantren Sunan Drajat
Abstract
The digital era has shifted religious communication patterns from offline spaces (assemblies, religious study groups, and face-to-face meetings) to fast-paced, device-based online spaces. Therefore, Islamic missionary and educational institutions need to understand this shift in the communication ecology so that their messages remain credible, moderate, and relevant to the needs of modern society. To deepen the analysis of the audience aspect, new media theory states that the shift from conventional media to digital media is marked by the presence of the internet, which creates a faster, more open, and interconnected communication space. New media does not only present one-way information like television or radio, but emphasizes interactivity so that audiences can respond, collaborate, and build networks. This research uses a qualitative approach with a descriptive-analytical study method. Data were obtained through observations of digital missionary content, interviews with preachers and digital missionary audiences, and documentation of missionary activities on social media. This study shows that Islamic boarding school da'wah strategies on social media run as an interconnected cycle, namely planning (mapped: students, guardians, alumni, the general public, and the younger generation), production, distribution, interaction, and evaluation. Then, themes are arranged through content pillars and upload calendars so that communication is not sporadic. This study confirms that da'wah strategies through social media are a transformation from conventional da'wah strategies. Certainly, da'wah strategies through social media are more up-to-date, friendly, creative and disseminated through algorithmic formulas. For further research, it is recommended to conduct comparisons between Islamic boarding schools, in-depth analysis of audiences and engagement motives, and develop a quantitative approach (mixed research) so that the relationship between strategy, digital metrics, and offline impacts can be tested more strongly.
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