Komodifikasi Dakwah: Analisis Fenomena Ustaz Selebriti dalam Industri Media

Niken Maulida; Gevira Aurelia Azzahra; Refa Aulia; Dhestavia Dhisnu Putri; Muhamad Parhan

doi:10.55606/jurrafi.v3i2.8129

Authors

Niken Maulida Universitas Pendidikan Indonesia
Gevira Aurelia Azzahra Universitas Pendidikan Indonesia
Refa Aulia Universitas Pendidikan Indonesia
Dhestavia Dhisnu Putri Universitas Pendidikan Indonesia
Muhamad Parhan Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.55606/jurrafi.v3i2.8129

Keywords:

Celebrity Preachers, Digital Da’wah, Ethics, Religious Commodification, Social Media

Abstract

This study critically examines the emerging phenomenon of celebrity preachers as a significant form of religious commodification within the realm of digital da’wah. The rapid proliferation of social media has fundamentally transformed how religious messages are disseminated, with platforms like YouTube, Instagram, and TikTok becoming primary channels. Utilizing a quantitative methodology that combines comprehensive literature studies with online questionnaires distributed to social media users, this research investigates public perceptions regarding digital da’wah practices and high-profile preachers. The findings reveal a commodification process characterized by three key aspects: the tailoring of content to suit market preferences, the shift of audiences into active consumers, and the strategic construction of public images by preachers to sustain popularity. While respondents value the accessibility of digital da’wah, they strongly emphasize the necessity of ethical boundaries to preserve its spiritual essence. Consequently, digital da’wah requires sincerity, scholarly integrity, and moral responsibility to remain an authentic medium for Islamic teachings.

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