Religious Branding in Social Media Analysis of TikTok Users' Reactions to the #Muthawwif Boy We Trust Account
DOI:
https://doi.org/10.35719/7ds1py56Keywords:
Muthawwif, Religius, KhalwatAbstract
This article discusses religious branding in social media, analyzing the reactions of TikTok users to the viral phenomenon #muthawwifboywetrust on the TikTok platform. Given that this virtual phenomenon has caused public anxiety due to alleged inappropriate behavior from a muthawwif, a figure known as a religious person. The various reactions of social media users, especially on the TikTok platform, to the discrepancy between the religious image and personal behavior of a preacher are the focus of study in this article. This research aims to analyze TikTok users' responses to the phenomenon using qualitative methods through a netnography approach, namely observation and analysis of comments on TikTok. Data were analyzed using categorization of response types: negative, positive, and neutral. The results showed that the majority of comments were negative, with a tone of criticism of the dissonance between religious branding and khalwat behavior. However, there are also positive comments that call for objectivity and ethics in giving criticism, as well as neutral comments that invite the public to be wise in assessing cases. This research shows that in the digital era, the religious image built through social media is vulnerable to a crisis of trust if it is not aligned with real behavior. Personal integrity and digital literacy are crucial in maintaining the credibility of religious professions in the public sphere.
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