Ketika Dakwah Tunduk pada Algoritma: Semiotika dan Mediatization Konten @nurulhayatku di Instagram

Digital platforms have transformed contemporary Islamic da’wah by reshaping how religious messages are produced, circulated, and interpreted within algorithm-driven communication environments. This study examines the semiotic construction of digital da’wah content on the Instagram account @nurulhayatku, the official account of the Islamic philanthropic institution ZakatKita Nurul Hayat, while exploring how platform logic influences its communication strategy through the lens of mediatization. A qualitative descriptive approach employing semiotic content analysis was applied to ten Instagram posts selected through retroactive purposive sampling across multiple formats and thematic categories. The analysis integrates Roland Barthes’s three-level semiotics with Hjarvard’s and Hepp’s mediatization framework, alongside the principles of Islamic da’wah communication derived from Qur’an, An-Nahl:125. The findings identify five dominant patterns: limited and inconsistent hashtag utilization, the superior engagement of Palestine-related content, asymmetric engagement across thematic categories, the consistent use of persuasive calls-to-action, and strategically organized carousel narratives. The study demonstrates that mediatization functions as a negotiated rather than deterministic process, reflecting institutional algorithmic literacy in adapting religious communication to digital platforms. An engagement paradox also emerges, showing that semiotically sophisticated content does not necessarily achieve greater audience interaction, whereas emotionally resonant narratives generate stronger algorithmic engagement.