Da'wah Transformation: The Strategic Role of Kyai in Enhancing Public Trust on Social Media
Abstract
The digital transformation of Islamic preaching has significantly reshaped the role and authority of kyai within contemporary religious landscapes. This study examines how kyai utilize social media to strengthen public trust and analyzes its impact on the reputation of pesantren as well as broader public perceptions. Employing a literature review method based on academic publications from the last three years (2022–2024), the study identifies three key areas of focus: first, the shift from traditional face-to-face da’wah toward digitally mediated practices that are more flexible, interactive, and capable of engaging diverse audiences across generations; second, the communication strategies employed by kyai to build public trust through authenticity, consistency, and ethical communication; and third, the institutional and social implications of kyai’s digital presence in enhancing pesantren legitimacy, strengthening organizational branding, and fostering healthier digital religious environments. The findings demonstrate that the digital visibility of kyai not only expands their religious authority but also positions pesantren as adaptive and relevant Islamic educational institutions in the era of technological modernization. This study underscores the importance of digital literacy for kyai as a strategic requirement for sustaining public trust and maintaining credible religious communication in the digital age.References
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