Integration of Short-Form Video: A Strategic Analysis of Fatwa No. 24 of 2017 (MUI) on Da'wah in the Digital Era
DOI:
https://doi.org/10.63738/aimmah.v3i1.53Keywords:
Short Video, Digital Da'wah, MUI Fatwa, Tabayun, Epistemology of Da'wahAbstract
The emergence of short-video platforms such as TikTok, Instagram Reels, and YouTube Shorts has fundamentally transformed the landscape of Islamic religious communication (dakwah) in Indonesia (Nurjamilah et al., 2025). The short-duration video format, which relies on recommendation algorithms and user engagement, offers wide audience reach while simultaneously carrying risks of ethical deviation in social interaction (muamalah), such as the dissemination of unverified religious information, context-stripping of sermons, and an orientation toward virality alone (Majelis Ulama Indonesia [MUI], 2017; Syihab et al., 2026). This study aims to examine how the principles contained in Fatwa of the Indonesian Council of Ulama (MUI) Number 24 of 2017 concerning the Law and Guidelines for Social Media Interaction (MUI, 2017) can be integrated as a strategic framework in short-video-based da'wah practice. This study employs a qualitative descriptive method with a library research approach, examining the text of MUI Fatwa No. 24 of 2017 (MUI, 2017), literature on the paradigm and epistemology of da'wah (Abdullah, 2019), and studies on language dynamics and user behavior on social media (Nurjamilah et al., 2025). The findings indicate that the four core guidelines within the fatwa (MUI, 2017)—general guidelines, content verification guidelines, content production guidelines, and content dissemination guidelines—can be operationalized into five integration strategies for digital preachers: (1) layered tabayun (verification) prior to content production, (2) script design that preserves the integrity of meaning (anti-fragmentation), (3) the application of creative ethics in the use of trends, music, and visuals, (4) moderation of comment sections as a digital public space, and (5) continuous evaluation of content impact. This study recommends that da'wah institutions, Muslim content creators, and platform regulators collaborate to formulate technical guidelines derived from MUI Fatwa No. 24 of 2017 (MUI, 2017) that specifically accommodate the characteristics of short video as a contemporary da'wah medium.
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