MENGATASI REDUKSI DAKWAH DIGITAL SEBAGAI CONTENT PRODUCTION: PENDEKATAN TRANSFORMATIF BERBASIS INTEGRASI NILAI SPIRITUAL, BUDAYA ALGORITMIK, DAN TRANSFORMASI SOSIAL
Keywords:
dakwah digital, content production, transformasi sosialAbstract
Fenomena dakwah digital di era disrupsi teknologi menunjukkan kecenderungan reduksi menjadi sekadar content production yang berorientasi pada popularitas dan monetisasi, sehingga dimensi transformasi sosial-keagamaan kerap terabaikan. Artikel ini bertujuan untuk menjawab empat pertanyaan pokok: (1) mengapa dakwah digital terjebak dalam reduksi konten dan apa implikasinya terhadap transformasi sosial; (2) bagaimana tantangan epistemologis dan kultural dari ekosistem algoritmik seperti misinformasi, bias, dan radikalisasi memengaruhi praktik dakwah kontemporer; (3) metode dan pendekatan apa yang relevan untuk merumuskan strategi dakwah transformatif; serta (4) bagaimana integrasi nilai spiritual Islam, kesadaran budaya algoritmik, dan orientasi transformasi sosial dapat melahirkan model dakwah digital transformatif yang aplikatif dan berkeadilan. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan critical discourse analysis dan digital ethnography. Data diperoleh melalui analisis konten dakwah digital di platform YouTube, TikTok, dan Instagram, serta wawancara mendalam dengan praktisi dakwah digital. Hasil penelitian menunjukkan bahwa logika algoritmik mendorong dakwah digital pada format singkat, emosional, dan sensasional, sehingga fungsi dakwah sebagai instrumen perubahan sosial melemah. Ekosistem algoritmik juga terbukti memperkuat polarisasi dan membuka ruang bagi narasi intoleran. Sebagai jawaban, penelitian ini menawarkan model konseptual Spirituality-Algorithmic Awareness-Social Change (SAS Model) yang menekankan integrasi nilai spiritual Islam, literasi algoritmik kritis, dan orientasi keadilan sosial. Kesimpulannya, dakwah digital harus bergerak melampaui reduksi konten menuju strategi transformatif yang adaptif terhadap budaya algoritmik dan berorientasi pada pembentukan ruang publik yang sehat, toleran, dan berkeadaban. Temuan ini berkontribusi pada pengembangan studi dakwah digital, komunikasi keagamaan, dan teori transformasi sosial di era digital
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