SELEBRITI MIKRO KEAGAMAAN: OTORITAS BARU KEAGAMAAN DI RUANG DIGITAL ISLAM INDONESIA

Rezki Putri Nur Aini, M.A., NIM.: 21300011041 (2024) SELEBRITI MIKRO KEAGAMAAN: OTORITAS BARU KEAGAMAAN DI RUANG DIGITAL ISLAM INDONESIA. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This dissertation examines new religious authority in the Indonesian Islamic digital space, represented by various religious micro-celebrities. This discussion includes the dynamics of the landscape, figures, and discourse of these religious micro-celebrities on social media who come from among da’wah influencers. This dissertation analysis focuses on how these religious micro-celebrities, represented by a number of da’wah influencers, began to enliven the virtual world of Indonesian Islam with their style of presenting and uploading various unique, inspiring, and interesting creative content, which in turn shaped their expressions and specific goals in this agenda. This study elucidates how micro-celebrity individuals who emerge as da’wah influencers cultivate religious authority over themselves in front of online audiences by presenting religion in an appealing and enjoyable manner through the practice of commodifying religion based on their own personal preferences and interests. This research also explores how the practice of commodifying religion carried out by da’wah influencers on social media is intertwined with obligations as Muslims to obtain financial benefits for the benefit of the da’wah program in particular and religion in general. This research not only broadens our understanding of the strategies and methods employed by da’wah influencers in gaining authority to convey religious messages but also shows a different view of the practice of religious commodification, which was previously almost associated with the pursuit of profit alone. The dissertation analyzes the content and social media accounts of three da’wah influencers: Aisha Maharani, Fuadh Naim, and Ayu Momalula. This shows how these three da’wah influencers convey religious messages and articulate an Islamic discourse through varying commodification practices aligned with their thematic specializations. This research develops Gwenael Njoto-Feillard’s claim about the concept of an entrepreneur to refer to preachers-business people and bring them into the digital realm through the term “religious entrepreneur.” Using a qualitative digital ethnographic approach, this research seeks to understand the meanings conveyed in narratives, discourses, or statements on social media in various forms and types of posts. Research data was obtained through literature study, interviews and observations, as well as digital-based communication (WhatsApp and Direct Message). This research argues that digital culture, with its egalitarian new media, has given rise to influential micro-celebrity figures in virtual spaces. Their ability to package and present ready-to-use religious discourses or messages to specific audiences positions them as new religious authorities in the digital space. Although this new religious authority creates a potential religious market through the consumption of products and services, it is not viewed merely as commercialization but as an effort to mediate the process of individuals becoming pious (pietization).

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