The Commercialisation Of Da'wah In The Digital Age: An Analysis Through Fiqh Al-Da'wah And The Maqāṣid Al-Sharī'ah

Lailatul Alfia; Ananda Robiatul Adawiyah; Ahmad Luqman Hakim; Muhammad Kharis; Ani Khofiati

doi:10.31764/jua.v30i4.41773

The Commercialisation Of Da'wah In The Digital Age: An Analysis Through Fiqh Al-Da'wah And The Maqāṣid Al-Sharī'ah

Lailatul Alfia, Ananda Robiatul Adawiyah, Ahmad Luqman Hakim, Muhammad Kharis, Ani Khofiati

Abstract

This study analyses the transformation of digital da'wah through the combined lens of fiqh al-da'wah and the Maqāsid al-Sharī'ah, and formulates a conceptual model that keeps technological innovation in balance with the objectives of Sharia. Using a qualitative library-research design, the study integrates thematic analysis of classical and contemporary sources with critical discourse analysis of the discourse surrounding algorithms, the platform economy and virality. The findings show that algorithms and digital media are morally neutral means. The substantive problem is a shift of orientation that occurs when success is measured mainly by popularity, engagement and revenue rather than by the attainment of Sharia objectives. The study proposes a Model for the Reorientation of Digital Da'wah Based on the Maqāsid al-Sharī'ah, which positions digital technology as a wasīlah mutaghayyirah (variable means) and the Maqāsid al-Sharī'ah as a ghāyah thābitah (fixed end). The model redefines success in terms of safeguarding religion, forming moral character, strengthening Islamic literacy and realising the public good maṣlaḥah of the ummah.

Keywords

Digital da'wah; Fiqh al-da'wah Maqāsid al-sharī'ah; Commodification of religion; Attention economy.

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DOI: https://doi.org/10.31764/jua.v30i4.41773