Optimization of Conventional and Digital Da'wah Media in Building the Da'wah Ecosystem of Islamic Organizations

(Case Study: Hidayatullah Mass Organizations)

Abstract

The transformation of digital communication has fundamentally reconfigured the religious public space and changed the structure of the da'wah practice of Islamic organizations. The media no longer functions solely as a channel for conveying messages, but becomes a social institution that frames, shapes, and determines the visibility of religion in the public space. Islamic organizations face a dual challenge: maintaining institutional legitimacy while adapting to the logic of digital platforms based on algorithms, datafition, and the economy of attention. This research aims to formulate an integrated da'wah ecosystem model based on the theory of mediatization of religion, media convergence, digital religion, and platform society, with a case study on Hidayatullah CSOs as a regeneration-based Islamic organization. The research uses a qualitative approach through conceptual analysis and organizational case studies. Data was obtained through international and national academic literature studies, analysis of organizational documents, and digital observations of Hidayatullah's official platform. The results of the study show that mediatization results in a shift in communication format, audience fragmentation, and transformation of religious authority patterns, but does not automatically remove institutional legitimacy. Hidayatullah shows a hybrid authority model that combines collective legitimacy, representation of dai figures, and algorithmic visibility. This study formulated an "Integrated Da'wah Ecosystem" model consisting of three main subsystems: sources of religious authority, convergent communication channels, and data-driven feedback mechanisms. This model contributes to the development of the study of Islamic communication and organizational da'wah in the era of digital platformization.