Dakwah Digital dalam Mengurus Sensitiviti Agama di Malaysia: Analisis Kes KK Super Mart dan DJ Era FM

Digital Preaching in Managing Religious Sensitivity in Malaysia: Case Analysis of KK Super Mart and DJ Era FM

Abstract

Dalam era digital, media sosial merupakan wadah utama interaksi dalam masyarakat. Namun, kepantasan teknologi maklumat dan sifat media sosial yang terbuka dan pantas sering mencetuskan kontroversi. Ia lantaran isu-isu yang melibatkan sensitiviti agama mudah tular lalu menjadi krisis nasional. Walaupun terdapat banyak kajian berkenaan dialog antara agama, toleransi agama dan sebagainya namun kajian yang membincangkan wacana digital bersifat emosional masih terbatas. Justeru kajian ini memahami dan menilai pola wacana netizen terhadap isu sensitif agama di media sosial yang pernah tular di Malaysia sekaligus mencetuskan kontroversi iaitu kes penjualan stokin berkalimah “Allah” di KK Super Mart (2024) dan kes tiga orang DJ Era FM (2025) yang didakwa mempersenda agama Hindu. Kedua-dua kes tersebut telah mencetuskan perdebatan luas serta memperlihatkan jurang kajian dalam menilai wacana digital melalui perspektif dakwah Islam. Kajian ini bertujuan mengenal pasti pola wacana, menilai kesesuaiannya dengan prinsip dakwah, serta mencadangkan pembangunan kerangka Etika Dakwah Digital Islam (EDDI). Kajian ini menggunakan reka bentuk kualitatif berbentuk kajian kes dengan Analisis Wacana Kritis (AWK) Tiga Dimensi Fairclough (1995). Data daripada komen netizen di media sosial terbuka dan laporan berita arus perdana dikumpulkan seterusnya dianalisis menggunakan kerangka prinsip dakwah Islam iaitu hikmah, mau‘izah hasanah, mujadalah billati hiya ahsan, rahmah, tabayyun, dan ‘adl. Data juga dianalisis secara tematik mengikut tiga tema iaitu wacana intoleransi, dakwah, dan toleransi. Dapatan menunjukkan wacana intoleransi paling dominan yang dicirikan oleh kecaman keras, seruan boikot, dan polarisasi identiti. Walaubagaimanapun, wacana dakwah dengan prinsip hikmah, rahmah, keadilan, tabayyun dan toleransi yang menyeru sabar, maaf, dialog serta pendidikan nilai masih wujud walaupun dalam jumlah yang kecil. Kesimpulannya, media sosial berperanan sebagai pemecut konflik tetapi masih masih terdapat potensi dakwah jika diurus dengan hikmah. Oleh itu, kajian ini menggariskan keperluan membangunkan model Etika Dakwah Digital Islam (EDDI) sebagai kerangka komunikasi beretika dan berstrategi dalam mengurus isu agama di era digital sebagai rujukan penting pelbagai pihak demi memastikan dakwah Islam terus subur dengan membawa mesej rahmatan lil-‘alamin dalam konteks masyarakat majmuk.

In the digital age, social media is the primary platform for interaction within society. However, the rapid pace of information technology and the open and fast nature of social media often spark controversy. This is because issues involving religious sensitivity easily go viral and become national crises. Although there are many studies on interreligious dialogue, religious tolerance, and so on, studies discussing emotionally charged digital discourse are still limited. Therefore, this study understands and evaluates the discourse patterns of netizens regarding sensitive religious issues on social media that went viral in Malaysia and sparked controversy, namely the case of socks with the word "Allah" being sold at KK Super Mart (2024) and the case of three Era FM DJs (2025) who were accused of mocking the Hindu religion. Both cases sparked widespread debate and revealed a research gap in evaluating digital discourse through an Islamic da'wah perspective. This study aims to identify discourse patterns, assess their suitability with da'wah principles, and propose the development of an Islamic Digital Da'wah Ethics framework (IDDE). This study uses a qualitative design in the form of a case study with Fairclough's (1995) Three-Dimensional Critical Discourse Analysis (CDA). Data from netizen comments on open social media and mainstream news reports were collected and analysed using the principles of Islamic preaching, namely wisdom, good advice, debate in the best manner, mercy, verification, and justice. The data was also analysed thematically according to three themes: intolerance discourse, preaching, and tolerance. The findings indicate that intolerance discourse is the most dominant, characterised by harsh criticism, calls for boycotts, and identity polarisation. However, the discourse of da'wah with the principles of wisdom, mercy, justice, verification, and tolerance, which calls for patience, forgiveness, dialogue, and value education, still exists, albeit in small numbers. In conclusion, social media acts as a conflict accelerator, but there is still potential for da’wah if managed wisely. Therefore, this study outlines the need to develop the Islamic Digital Da'wah Ethics (EDDI) model as an ethical and strategic communication framework for managing religious issues in the digital era, serving as an important reference for various parties to ensure the continued flourishing of Islamic da'wah by conveying the message of mercy to all beings within the context of a pluralistic society.