<![CDATA[This study analyzes the media framing of the KUA’s Da’wah Communication innovation, "Tepuk Sakinah," and its implications for the institution’s interpretive authority. This innovation, intended to revitalize marriage guidance, unexpectedly triggered public polemic, highlighting the critical limits of religious bureaucracy’s adaptation to Media Logic. This qualitative research employs Entman’s framing analysis on 15 articles from three national media outlets (Detik.com, Republika.co.id, and Kompas.com) to identify how the innovation narrative was constructed. The findings identify three competing frames: Entertainment, Substance, and Functional. This framing competition led to a Rhetorical Triad Inversion, where Pathos became detached from the Bimwin's Logos. The main finding confirms that media framing actively catalyzes the Fragmentation of KUA’s Interpretive Authority. The theoretical contribution of this research is a modification of the Authority Fragmentation model, demonstrating that narrative competition acts as the specific triggering mechanism. The conclusion urges the Ministry of Religious Affairs (Kemenag) to establish an Interpretation Control Team to strategically manage media's Moral Judgments, serving as a formal institutional resistance against the banalizing pressure of Media. KEYWORDS: da'wah; framing Entman; media logic; Sakinah Clapping; fragmented authority]]>
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