From pulpit to digital platform: The routinization of charisma online among Indonesian ulama

Mutamakin, Mutamakin, Alahmadi, Fahd Mohana S., Fauzan, Aris and Fannani, Bakhruddin ORCID: https://orcid.org/0000-0002-8470-2397 (2025) From pulpit to digital platform: The routinization of charisma online among Indonesian ulama. Simulacra, 8 (2). ISSN 26568721

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Abstract

This article investigates how Indonesian ulama construct charismatic authority on social media, examining how Weberian charisma is signaled, routinized, and scaled in digital environments. The study employs a multiple case study design, analyzing five prominent Indonesian ulama through qualitative content and platform analysis. Data from Instagram, YouTube, and X/Twitter reveal digital charisma as a carefully curated performance, signaled through strategic blending of traditional piety with modern relatability. The research demonstrates how charisma becomes routinized through consistent, platform-specific content that fosters perceived intimacy with followers, while algorithmic amplification enables unprecedented scaling beyond traditional geographical and institutional boundaries. Platform algorithms play a crucial role in both routinizing charisma through content distribution patterns and scaling it through automated recommendation systems. The study's theoretical contribution lies in synthesizing Weber's sociology of charisma with deep mediatization theory within Indonesia's distinctive pluralistic Islamic context. These findings carry significant practical implications, particularly the urgent need to integrate critical digital literacy into Islamic leadership education curricula. Understanding platform mechanics becomes essential for navigating the new religious authority landscape, while the findings also raise important questions about platform governance and algorithmic amplification of religious content in diverse societies.

Item Type:	Journal Article
Keywords:	digital charisma; Weber; ulama; Islam Indonesia; mediatization of religion
Subjects:	22 PHILOSOPHY AND RELIGIOUS STUDIES > 2204 Religion and Religious Studies > 220405 Religion and Society 20 LANGUAGE, COMMUNICATION AND CULTURE > 2001 Communication and Media Studies
Divisions:	Faculty of Tarbiyah and Teaching Training > Department of Islamic Education
Depositing User:	Bakhruddin Fannani
Date Deposited:	25 Nov 2025 10:40

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