Young ulema and da'wah in the digital era: weighing credibility amidst popularity

Abstract

The development of social media in the digital era has changed the face of da'wah, especially through platforms such as TikTok, which is now popular among young preachers to convey religious teachings. But this phenomenon also presents a new challenge, where the credibility of an ustadz is not always measured by deep understanding or clear scientific sanad, but rather by visual appeal and popularity on social media. Many young people find it easier to trust figures who appear charismatic and Islamic-looking without considering the validity of their knowledge, so there are various opinions regarding the validity of da'wah today. This study aims to explain the extent to which the credibility of young preachers in the digital era can be accounted for, as well as how their popularity affects people's perceptions of the religious knowledge they convey. Using qualitative research methods, this study explores the understanding and perspectives of young ustadz and the public through in-depth interviews, observation of da'wah content, and group discussions. The findings of this study show that it is important for da'wah content creators to take wise action in choosing the material delivered, by considering the accuracy and depth of da'wah knowledge so that it remains based on a valid sanadic tradition. This is an effort to maintain the purity of da'wah in the midst of the swift flow of information on social media.