<![CDATA[Virtual public spaces have transformed the landscape of Islamic proselytizing (dakwah) from conventional-monologue patterns to digital-participatory ones. However, this transformation brings serious ethical challenges, notably the emergence of cancel culture and sharp polarization among the Ummah. This research aims to analyze how Islamic dawah ethics can be integrated into navigating digital conflicts to minimize division. Using a descriptive qualitative approach and an in-depth literature study, this research examines the digital interaction phenomena between preachers (da’i) and audiences (mad’u) across various social media platforms. The results indicate that cancel culture in the context of dawah is often triggered by narrow religious interpretations and a lack of digital literacy, further exacerbated by social media algorithms that create echo chambers. This study formulates a reorientation of digital dawah ethics based on the principles of Qaulan Layyina (gentle speech), Qaulan Ma’rufa (good speech), and digital Tabayyun. This reorientation demands that preachers not only master religious content but also possess digital intelligence to manage conflict without triggering polarization. In conclusion, dawah ethics in virtual spaces must be able to transform the culture of exclusion into a culture of constructive dialogue to maintain social harmony amidst the diversity of religious views.]]>
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