Da'wah in the Algorithm Era: Populism, Social Media, and the Transformation of Religious Discourse

Abstract

The development of digital technology has transformed the landscape of religious communication, shifting the space of da'wah (Islamic preaching) from traditional pulpits to social media platforms. This article examines how the algorithmic logic underlying digital platforms functions not only as a distribution tool but also actively alters the form, content, and authority within religious discourse. Using a qualitative method through a virtual ethnographic approach and literature review, this study finds that algorithms prioritize engagement (emotional involvement), which triggers the birth of religious populism—a rhetoric that simplifies religious teachings into black-and-white and sensational narratives. This phenomenon leads to the fragmentation of religious authority, where metric popularity (such as the number of followers and likes) replaces scholarly depth as the standard of a preacher's legitimacy. In conclusion, the algorithmic era demands critical digital literacy so that the ummah (Muslim community) is not trapped in echo chambers that shallow religious discourse and trigger social polarization.