Normalisasi Mujaharah Bi Al-Ma’shiayah Demi Popularitas Digital: Studi Kasus Pergeseran Standar Malu pada Content Creator di Platform Tiktok

Abstract

In today's digital era, social media functions not only as a communication tool but has also transformed society's perspective on moral values. This study aims to analyze how algorithmic systems and the attention economy on social media influence the shifting meaning of modesty (al-haya’) within the context of Islamic values. Employing a qualitative case study method on the digital activities of public figure Dinar Candy, this research dissects the phenomenon of losing modesty to chase digital metrics such as views, likes, and shares. The findings indicate a compartmentalization strategy, where the subject separates real-world and virtual identities to justify vulgar behavior under the guise of professionalism or art. Consequently, a process of collective moral desensitization occurs, leading the digital society to gradually normalize content that violates religious norms. This study also finds that the "alternative dawah" excuse frequently used by controversial content creators is often a failed form of digital self-defense (cyber-apologetics) that instead results in the assimilation of immorality. This research concludes the critical importance of revitalizing moral awareness of modesty as an ethical shield amidst the current wave of a permissive virality culture.