The Representation of Digital Adab and Contemporary  Muslimah Identity through Social Media Influencer Personas

Qurotul Aini; Dwi Cahyono; Ramzi Zainum Ikhsan; Abdullah Arif Kamal

doi:10.34306/al-waarits.v3i2.1259

Authors

Qurotul Aini Universitas Kristen Satya Wacana https://orcid.org/0000-0002-7546-5721
Dwi Cahyono Universitas Muhammadiyah Jember https://orcid.org/0000-0001-9951-560X
Ramzi Zainum Ikhsan Sesindo Group https://orcid.org/0009-0005-2253-6476
Abdullah Arif Kamal Ilearning Incorporation https://orcid.org/0009-0000-1070-275X

DOI:

https://doi.org/10.34306/al-waarits.v3i2.1259

Keywords:

Celebrity Persona, Digital Adab, Muslimah Identity, Religious Literacy, Social Media

Abstract

The transformation of digital media has fundamentally reshaped how young Muslims express and internalize religious values. This study aims to ana- lyze how the representation of digital ethics (adab) is constructed and negoti- ated in forming contemporary Muslimah identity through the digital persona of mainstream social media celebrities. By integrating a qualitative-netnographic approach with thematic analysis, this research explores everyday piety narra- tives, cyber interaction ethics, and parasocial interaction dynamics on Instagram and TikTok. The theoretical framework synthesizes the Digital Religion Frame- work with Islamic concepts of Adab al-Mu’amalah. Methodological analysis indicates that non-clerical public figures play a critical role as implicit reli- gious communicators. Principles such as tabayyun (information verification), linguistic politeness in handling online conflicts, and modest fashion aesthet- ics linked with female empowerment are naturally adopted by followers. The study concludes that digital religious literacy in contemporary Muslim society is no longer linearly acquired from traditional authorities but is continuously negotiated through popular figures who embody Islamic ethics in daily digital practices. The study emphasizes the necessity of formulating inclusive, context- aware Islamic digital ethics frameworks.

Author Biographies

Qurotul Aini, Universitas Kristen Satya Wacana

Fakultas Teknologi Informasi

Dwi Cahyono, Universitas Muhammadiyah Jember

Fakultas Ekonomi dan Bisnis

Ramzi Zainum Ikhsan, Sesindo Group

Departemen Ekonomi dan Bisnis

Abdullah Arif Kamal, Ilearning Incorporation

Departemen Agama Islam

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