Krisis Citra Pesantren Di Era Digital : Analisis Dampak Hate Speech Terhadap Penurunan PPDB Santri

This study aims to analyze the image crisis of Islamic boarding schools (pesantren) in the digital era, focusing on the impact of hate speech, social media virality, and media framing on the decline of student enrollment (PPDB). The research employs a descriptive-analytical qualitative approach using digital observation, in-depth interviews, and documentation. Data analysis follows the interactive model of Miles and Huberman and is supported by digital communication theory and Robert N. Entman’s media framing theory. The findings reveal that hate speech on social media appears in the form of negative stereotypes, cyberbullying, case generalization, and ideological framing that strengthens negative perceptions of pesantren. Social media algorithms accelerate the spread of negative content, leading to reality distortion and the dominance of negative perceptions in digital public spaces. This condition reduces public trust in pesantren, which consequently contributes to the decline in student enrollment (PPDB). Moreover, reactive digital communication culture and echo chamber effects reinforce the continuous reproduction of negative opinions. The study concludes that the image crisis of pesantren is not solely caused by internal factors, but also by algorithmic dynamics of digital media and weak communication strategies. Therefore, a transformation of public communication is required through strengthening digital literacy, media branding, and adaptive counter-narrative strategies.