Framing Muhammadiyah’s Digital Da'wah in Reinforcing Moderate Islam (Wasathiyah) within West Sumatra Society

Abstract

Abstract

This study is motivated by the rapid development of digital media, which has transformed Islamic da'wah communication from conventional spaces into a more interactive and competitive digital environment. The study aims to analyze the framing of digital da'wah conducted by Muhammadiyah of West Sumatra in representing the values of Wasathiyah Islam. A qualitative approach with content analysis was employed. Data were collected through observations of Muhammadiyah West Sumatra’s social media content, organizational documents, and relevant literature. The findings reveal that digital da'wah activities are still dominated by organizational publications, such as meetings, seminars, and training programs, which frame Muhammadiyah more as an institutional organization than as a dynamic da'wah movement. Furthermore, Wasathiyah Islamic values have not been optimally presented in ways that align with social media characteristics. Therefore, digital da'wah reframing is needed through strengthening ideological frames based on Wasathiyah Islam, adapting to digital aesthetics, and developing participatory frames that encourage audience engagement. This model is expected to enhance the effectiveness of Muhammadiyah’s digital da'wah in promoting religious moderation in the social media era.

Keywords: Digital Da'wah, Framing, Wasathiyah Islam

Abstrak

Penelitian ini dilatarbelakangi oleh perkembangan media digital yang mengubah pola komunikasi dakwah Islam dari ruang konvensional ke ruang digital yang lebih interaktif dan kompetitif. Penelitian ini bertujuan menganalisis pelaksanaan framing dakwah digital Muhammadiyah Sumatera Barat dalam merepresentasikan nilai-nilai Islam Wasathiyah. Penelitian menggunakan pendekatan kualitatif dengan metode analisis isi. Data diperoleh melalui observasi konten media sosial Muhammadiyah Sumatera Barat, dokumentasi organisasi, dan studi literatur yang relevan. Hasil penelitian menunjukkan bahwa dakwah digital Muhammadiyah Sumatera Barat masih didominasi oleh publikasi kegiatan organisasi, seperti rapat, seminar, dan pelatihan, sehingga lebih membingkai Muhammadiyah sebagai entitas kelembagaan daripada gerakan dakwah yang dinamis. Nilai-nilai Islam Wasathiyah belum dikemas secara optimal dalam bentuk konten yang sesuai dengan karakteristik media sosial. Oleh karena itu, diperlukan reframing dakwah digital melalui penguatan frame ideologis Islam Wasathiyah, adaptasi estetika digital, dan pengembangan frame partisipatif yang membuka ruang dialog dengan audiens. Model ini diharapkan dapat meningkatkan efektivitas dakwah digital Muhammadiyah dalam memperkuat moderasi beragama di era media sosial.

Kata Kunci: Dakwah Digital, Framing, Islam Wasathiyah.