Komodifikasi Empati dalam Dakwah: Fenomena 'Ngemis Online' dan Etika Dakwah Islam di Media Sosial

Abstract

The phenomenon of online begging on social media is increasingly widespread, employing various methods, including the exploitation of public empathy through live streaming that features vulnerable individuals such as orphans, the elderly, or the underprivileged to obtain digital donations. This phenomenon is linked to the concept of the commodification of empathy, in which people's compassion is transformed into a tool for material gain. This study aims to analyze how the commodification of empathy occurs in digital da'wah and its implications for Islamic da'wah ethics on social media. Using a qualitative method based on literature studies, this research examines the phenomenon from the perspective of Islamic communication and da'wah management. The findings indicate that empathy commodification manifests through content combining religious narratives with the exploitation of vulnerable groups, and is accelerated by social media algorithms that prioritize emotionally engaging content. This practice shifts da'wah's core value of sincerity (ikhlas) toward commercial motives, damages the image of digital da'wah, and risks reducing public trust in Islamic philanthropy. Therefore, stronger regulation, digital literacy education, and more ethical da'wah strategies are needed to ensure that da'wah activities remain aligned with Islamic values and are not distorted by commercial interests.