Representation of Religious Moderation Values in Digital Philanthropy Campaigns: A Qualitative Content Analysis of Earthquake Disaster Response on the Dompet Dhuafa Instagram Account

Vollständiger Abstract

Worum geht es in dieser Arbeit?

Background: The development of digital technology transforms philanthropic practices, necessitating campaign narratives that promote inclusive religious moderation values rather than exclusive identities. Objective: This study analyzes the representation of religious moderation values in the digital philanthropy campaign responding to the Central Sulawesi earthquake on the Instagram account of Dompet Dhuafa South Sulawesi. Method: Using qualitative content analysis and Stuart Hall representation theory, this study examined Instagram posts, captions, images, and narratives published during the emergency response period, interpreted through four indicators of religious moderation set by the Ministry of Religious Affairs of Indonesia. Results: The campaign represents religious moderation through narratives emphasizing humanitarian solidarity, mutual cooperation, and inclusive spiritual values without highlighting exclusive identities. A four-stage communication model emerged: disseminating disaster information, fostering public empathy, presenting humanitarian actions, and encouraging community participation through prayer and donations, thereby strengthening public trust. Conclusion: Social media functions as a medium for spreading inclusive humanitarian values and mobilizing disaster participation in multicultural societies. Contribution: This study proposes a stage-based model of humanitarian representation in digital philanthropy campaigns, providing practical insights for designing inclusive communication strategies that reinforce religious moderation and public trust during disaster response.