Algoritma Media Sosial dan Transformasi Dakwah Digital: Gatekeeping, Personalisasi, Otoritas Keagamaan, dan Etika Komunikasi

Abstract

Digital da'wah is no longer shaped solely by preachers, messages, and audiences, but also by platform infrastructures that rank, recommend, personalize, and moderate content. This study analyzes how social media algorithms mediate the circulation of Islamic preaching and examines their implications for message format, audience exposure, religious authority, and communication ethics. Because the source manuscript did not provide a reproducible social-media dataset, the study was redesigned as a qualitative narrative literature review with structured thematic synthesis. Recent peer-reviewed literature on digital da'wah, digital religion, TikTok, algorithmic gatekeeping, personalization, visibility, and religious authority was prioritized, while seminal studies were retained for theoretical grounding. The synthesis identifies five patterns. First, algorithms function as visibility mediators rather than autonomous determinants of success. Second, creators adapt message length, aesthetics, hooks, and interaction strategies to anticipated platform logics. Third, personalization can intensify repeated exposure, but evidence does not justify assuming that all users automatically enter filter bubbles. Fourth, social-media visibility contributes to the reconstruction of religious authority by bringing scholarly credibility into negotiation with popularity, authenticity, and audience engagement. Fifth, algorithm-aware da'wah creates ethical tensions between reach and substantive integrity. This study proposes the Algorithmic Da'wah Mediation Framework (ADMF), which links preacher and message design, platform gatekeeping, personalized exposure, audience engagement and interpretation, and digital religious authority within an ethical-substantive safeguard. The framework shifts analysis from technological determinism toward a socio-technical understanding of digital da'wah.