Digital da’wah and religious moderation: Netnographic evidence from Indonesian Facebook communities

Abstract

This research explores the influence and impact of social media on religious moderation, mainly through the online da'wah (Islamic preaching) activities of Ma'ruf Khozin on Facebook. Key findings highlight the effectiveness of social media in fostering religious moderation and countering extremist narratives. The research underscores the importance of leveraging digital spaces to cultivate harmonious and inclusive religious discourse in Indonesia. The emergence of social media has introduced a range of interaction patterns, particularly among users discussing Islamic issues. However, these online da'wah interactions sometimes lead to controversies due to the widespread commodification of Islam by certain groups. This trend is concerning, especially as many social media accounts promote ideologies conflicting with state policies. Ma'ruf Khozin's Facebook account, which advocates for Ahlu Sunnah Wal Jamaah, has been criticized by opposing parties. Religious moderation is the main focus of Ma'ruf Khozin's account. This research employs ethnography and cyber media analysis methods, examining netizen comments on Ma'ruf Khozin's Facebook posts. The online discussions reveal how Ma'ruf Khozin and his account managers mediate moderation in Indonesia. The findings categorize netizen comments into three groups: contra, pro, and neutral. This research serves as a reference for addressing religious moderation issues in Indonesia.