Analysis of the Framing of Islamic Preaching Messages in Ustaz Muda’s TikTok Islamic Preaching Conten

This research analyzes the framing of Islamic preaching messages in TikTok content created by ustaz muda (young preachers) as a new form of religious communication in the digital era. The study aims to understand how Islamic teachings are framed, expressed, and received through short-form video content that combines elements of faith, entertainment, and social interaction. Using a qualitative descriptive approach and framing analysis, the research examines selected TikTok da’wah videos to explore how message structure, language use, visual style, and audience engagement strategies contribute to the formation of contemporary digital religiosity. The findings reveal that TikTok da’wah represents an innovative model of “edutainment da’wah,” where Islamic messages are delivered through creative and emotionally resonant storytelling. Ustaz muda use relatable language, humor, and motivational framing to appeal to younger audiences who prefer accessible and positive representations of faith. The research also identifies a significant shift in religious authority, where credibility is increasingly based on digital influence and audience interaction rather than formal religious institutions. While this democratization of da’wah enhances inclusivity and engagement, it also raises concerns about message simplification, theological accuracy, and the influence of social media algorithms on religious discourse. Overall, the study concludes that the framing of Islamic preaching on TikTok reflects broader transformations in religious communication, generational identity, and media culture. It highlights both the opportunities and challenges of digital da’wah in balancing creativity with authenticity and popularity with depth. The research contributes to the growing body of knowledge in Islamic communication studies and media framing theory, emphasizing the need for ethical awareness and critical media literacy in the practice of online religious preaching.