Diffusion of Religious Discourse: A Study on the TikTok Platform ‘Cigarettes with Merit Value’ from the Perspective of Everett Rogers
DOI:
https://doi.org/10.47766/almabhats.v11i1.7609Keywords:
Diffusion of Innovations, Religious Authority, Religious Discourse, Social MediaAbstract
The phenomenon of the spread of controversial religious discourse on social media has become a serious concern in digital communication studies, given its significant impact on the religious perception of the wider community. This study aims to analyze the diffusion process of the statement "cigarettes are worth a reward" on social media using Everett Rogers' Diffusion of Innovations theory. The approach used is qualitative descriptive-analytical, with data sources consisting of literature reviews, scientific articles, and online media reports related to the phenomenon. The analysis is conducted through Rogers' stages, which include knowledge, persuasion, decision, implementation, and confirmation. The analysis also identifies the roles of diffusion actors such as opinion leaders, influencers, and netizens in the dissemination process. The results show that the statement spread non-linearly through various digital platforms particularly TikTok and Instagram with a variety of public responses ranging from support and rejection to satire. Social media algorithms and viral culture have been shown to play a significant role in shaping the dynamics of religious discourse in the digital space, making digital literacy and religious moderation urgently necessary.References
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