Da'wah in the Algorithmic Ecosystem: A Critical Review of Islamic Communication Strategies on TikTok, Instagram Reels, and YouTube Shorts Platforms
Abstract
Abstract
The rapid development of algorithm-driven digital platforms has significantly transformed the landscape of Islamic communication and da'wah. TikTok, Instagram Reels, and YouTube Shorts have evolved beyond content-sharing applications into algorithmic ecosystems that determine the visibility, circulation, and reception of religious messages. Consequently, da'wah is no longer shaped solely by the competence of preachers but is increasingly influenced by recommendation systems, audience engagement metrics, and platform logic. This study aims to critically examine Islamic communication strategies within algorithmic ecosystems and explore their implications for religious authority, prophetic communication, and digital da'wah practices. This research employs a qualitative approach using a library research method by synthesizing scholarly publications on digital da'wah, prophetic communication, digital religious authority, social media algorithms, and Islamic communication. Data were analyzed through the interactive model of Miles, Huberman, and Saldaña, including data collection, data reduction, data display, and conclusion drawing. The findings indicate that algorithmic platforms have shifted da'wah communication from message-oriented communication toward engagement-oriented communication, encouraging concise, visual, emotional, and highly interactive religious content. This transformation simultaneously creates opportunities for wider dissemination of Islamic teachings while generating challenges such as fragmented religious authority, commercialization of da'wah, and algorithmic bias. The study proposes the Prophetic Algorithmic Da'wah Communication Model (PADCM) as a conceptual framework integrating prophetic values, digital literacy, algorithmic awareness, religious authority, and ethical Islamic communication to strengthen the sustainability of da'wah in digital ecosystems.
Keywords: algorithmic communication; digital da'wah; prophetic communication; social media; religious authority.
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