RECONSTRUCTING PROPHETIC ETHICS IN THE DIGITAL AGE: HADITH, FLEXING CULTURE, AND THE TRANSFORMATION OF MORAL VALUES IN SOCIAL MEDIA

Masrukhin Muhsin (Sultan Maulana Hasanuddin State Islamic University of Banten)
Sowi Alhijry (Sultan Maulana Hasanuddin State Islamic University of Banten)
Sabilarrosyad (Sultan Maulana Hasanuddin State Islamic University of Banten)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 6 (2026): Multidiciplinary Output Research For Actual and International Issue

The rapid expansion of social media has transformed self-presentation, social recognition, and the construction of identity, giving rise to increasingly visible forms of flexing culture. This study examines flexing through the perspective of Prophetic hadith and seeks to reconstruct an Islamic ethical framework for responsible self-presentation in digital spaces. Employing qualitative library research, the study combines thematic (mawḍū‘ī) and contextual approaches to analyze hadith related to shuhrah (seeking public recognition), riyā’ (ostentation), kibr (arrogance), fakhr (self-glorification), and excessive self-display. Hadith verification is conducted through takhrīj and critical examination of sources, chains of transmission, textual variations, historical context, and relevant scholarly interpretations. The findings indicate that contemporary flexing cannot be reduced to material display but represents a broader transformation of self-presentation shaped by visibility, engagement, personal branding, and the pursuit of social validation. The concept of thawb al-shuhrah, although historically associated with conspicuous dress, contains a broader ethical principle concerning excessive attention-seeking and status-oriented self-display. Contextualizing this principle within digital culture reveals several prophetic ethical orientations, including humility, proportionality, sincerity, accountability, and responsible self-presentation. The study contributes to contemporary hadith scholarship by repositioning Prophetic traditions as a dynamic ethical resource for addressing emerging forms of digital morality and social recognition.