THE TRANSFORMATION OF RELIGIOUS PRACTICES OF DIGITAL UMMAH IN THE AGE OF ALGORITHMS

Abstract

The study examines the formation of new religious authorities within the Cyber Islamic Ummah, configured by social media algorithms. Through a one-month qupesalitative approach, the research focused on the analysis of viral religious content on TikTok, YouTube, and Instagram by applying the theoretical framework of Digital Ummah and Cyber Islamic Environments (CIEs). Data were collected through observation of the top 30 videos on each platform, in-depth interviews with five ulama (traditional Islamic scholars) and five digital influencers, as well as audience interaction analysis (likes, shares, and comments), which were then analyzed thematically. The findings reveal new religious practices among digital users, characterized by the dominance of short da'wah content (15-60 seconds) on TikTok and Instagram Reels, which yields an engagement rate 3-5 times higher than long-form content. This reality leads to the simplification of complex religious material into a sound bite that loses crucial nuance. The themes of prohibiting heresy (32%), criticizing modern lifestyle (25%), and practical worship guides (18%) dominate, reconfiguring the hierarchy of religious authority where digital popularity outweighs the depth of knowledge. Although Cyber Islamic Environments, as a hybrid space, democratize access to religious knowledge, there is a risk of fragmentation of understanding, shallowness of meaning, and intolerance. The study recommends strategic collaboration among scholars, content creators, digital platforms, and regulators through the transformation of da'wah formats, enhancing digital literacy, and drafting ethical guidelines to create a healthy digital da'wah ecosystem while preserving the authenticity of traditional scientific teachings and authorities.