Ideological Contestation in Social Media: a Content Analysis of the Promotion of Islamic Education Institutions

Abstract

Faith-based schools utilize social media as a new public space to promote their Islamic identity. This research focuses on the competition between three faith-based schools in Indonesia, as depicted through their digital content on social media platforms. This research observes the social media accounts of educational institutions that are the object of research. This study uses a qualitative method. The research design follows the qualitative content analysis framework developed by Bengtsson. Data collection was obtained from in-depth interviews and documentation. The analysis technique used is content analysis. The validity of the data was triangulated. This research has significant findings that the three Islamic educational institutions investigated proactively compete to articulate the meaning of Islam according to their ideological affiliation, including concepts, content, activities and identity of educational approaches. The implications of this competition are significant because it encourages healthy competition in promoting educational ideology and categorizing Islam based on ideological affiliation. In addition, this research opens the way to a deeper understanding of the diversity of Islamic interpretations and practices in society.