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All Journal Ikhbar: Jurnal Ilmu Dakwah dan Komunikasi
Anshory Rizal Fahmi
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Religion Social Sciences

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Pembingkaian Algoritmik dan Dakwah Digital: Analisis Wacana Kritis Ceramah Mikro Islam pada Platform Video Pendek Anshory Rizal Fahmi
IKHBAR: Jurnal Ilmu Dakwah dan Komunikasi Vol. 1 No. 4 (2026): IKHBAR: Jurnal Ilmu Dakwah dan Komunikasi
Publisher : PT. Penerbit Cahaya Kata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65823/ikhbar.11i4.69

Abstract

The proliferation of algorithm-driven social media platforms has fundamentally reshaped the landscape of Islamic da'wah communication. This study aims to critically analyze how algorithmic framing on short-form video platforms (TikTok and Instagram Reels) conditions the structural composition, content simplification, and ideological articulation of Islamic micro-lectures. Employing Norman Fairclough’s Critical Discourse Analysis (CDA) framework integrated with media ecology theory, this research examined 30 high-engagement Islamic micro-lecture videos. The findings reveal that platform algorithms enforce two primary discursive frames: commodification framing, which prioritizes visual/auditory sensationalism to maximize user watch-time, and polarizing framing, which reduces nuanced theological doctrines into binary, dichotomous narratives. This discursive shift reconfigures traditional religious authority, transitioning it from textual depth to visual performativity optimized for recommendation engines. This study contributes to Islamic communication scholarship and digital media ecology by demonstrating that algorithms are not neutral conduits, but active discursive agents that reconfigure the dissemination of sacred messages in the digital public sphere.
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