Internalising Ecological Messages in Islamic Outreach via Instagram

Abstract

This study aims to analyse the process of internalising ecological messages in Islamic outreach via the social media platform Instagram, focusing on content appearing on the feed of the @ppipariofficial account. A qualitative approach was employed, utilising a descriptive-analytical method. Data comprising content posts (feeds, reels, and captions) containing ecological values were collected through non-participant observation and analysed using qualitative content analysis. The results indicate that ecological messages are constructed within a framework of religious values through the use of Qur’anic verses, hadiths, and religious narratives such as faith, worship, gratitude, and trust. Furthermore, consistent visual representations and variations in content formats enhance the effectiveness of message delivery within the digital media context. The content also reflects the adaptive characteristics of Islamic outreach, particularly in terms of persuasive methods, the use of visual media, and collective distribution patterns through interconnected networks of accounts. However, the process of internalising these values still faces limitations, particularly regarding interactions that tend to be one-way. This study concludes that Instagram has the potential as a strategic space in Islamic outreach to foster ecological awareness grounded in religious values. Therefore, there is a need to strengthen communication strategies that are more interactive and contextual so that messages are not only understood but also internalised into daily behaviour.