<![CDATA[This article examines the shifting communication ethics of Facebook users as information sharing, opinion expression, and relationship building become increasingly shaped by virality, engagement metrics, and monetization opportunities. The study employs a qualitative thematic literature review of articles published in Indonesian SINTA 1 or SINTA 2 accredited journals, particularly Profetik: Jurnal Komunikasi, Communicatus: Jurnal Ilmu Komunikasi, Jurnal Kajian Komunikasi, and al-Balagh: Jurnal Dakwah dan Komunikasi. The data were analyzed through problem identification, conceptual reduction, thematic coding, comparative interpretation, and normative synthesis based on Islamic communication principles. The findings identify six major shifts: from relational to performative communication; from truth orientation to engagement orientation; from prudence to speed; from respect for dignity to privacy exploitation; from dialogue to public judgment; and from beneficial sharing to the commodification of attention. These shifts are not merely caused by individual moral weaknesses but also by platform architecture, competition for attention, low information literacy, group polarization, and the normalization of sensational content. From the perspective of Islamic communication, such practices conflict with tabayyun, qaulan sadidan, qaulan ma'rufan, qaulan layyinan, protection of human dignity, prohibition of slander and backbiting, and the pursuit of public benefit. The article proposes a Digital Islamic Communication Ethics Matrix consisting of six pre-publication tests: intention and benefit, information accuracy, language propriety, dignity protection, social impact, and accountability]]>
