Ainia Fikri Rahmawati, Khoirun Nisa', Putri Silviana Safira, Abdul Fattah

The Existence of Pesantren Traditions on Social Media: Content Strategy and Public Engagement on Instagram and TikTok An-Nur II Malang

Introduction

The existence of pesantren traditions on social media: content strategy and public engagement on instagram and tiktok an-nur ii malang. Explore how An-Nur II Malang maintains pesantren traditions on Instagram & TikTok through content strategy & public engagement. Discover challenges, opportunities & effective digital pesantren innovation.

Abstract

This study explains the existence of pesantren tradition as represented through social media content, strategies for increasing public engagement, forms and levels of engagement, challenges and opportunities in maintaining the existence of the pesantren on Instagram and Tiktok An-Nur II Malang. Using a qualitative case study approach, data was collected through interviews, content observation, and literature review. Validity checked through triangulation, member checking, and referential adequacy check, then analyzed using the Miles & Huberman technique. Research findings show that the existence of pesantren tradition on An-Nur II Malang's social media is evident through content that represents scientific, ubudiyah, social traditions,  and the five key elements of pesantren. Social media management is differentiated between formal and casual accounts through planning, production, evaluation, and optimization. Although there are challenges in maintaining consistency in production amid the students' density schedules, balancing content from non-official account, and adapting trends to pesantren values, opportunities arise through the utilization of pesantren traditions as a source of authentic content, institutional support, the potential of digital platforms, the capacity of  multimedia team, and digital pesantren innovation. These findings provide references for other pesantrens in developing effective content and engagement strategies by leveraging opportunities within the pesantren environment.

Review

This study tackles a highly relevant and contemporary issue concerning the digital adaptation and presence of traditional religious institutions, specifically *pesantrens*, on popular social media platforms like Instagram and TikTok. The chosen methodology, a qualitative case study focusing on An-Nur II Malang, is appropriate for an in-depth exploration of this complex phenomenon. The research design appears robust, incorporating triangulation, member checking, and referential adequacy for validity, alongside a comprehensive data collection strategy through interviews, content observation, and literature review. The scope, covering content representation, engagement strategies, challenges, and opportunities, suggests a holistic approach to understanding the *pesantren*'s digital footprint. The findings offer valuable insights into how *pesantren* traditions – encompassing scientific, *ubudiyah*, and social aspects, alongside its five core elements – are strategically translated into social media content. The differentiation in social media management between formal and casual accounts, guided by planning, production, evaluation, and optimization, highlights a sophisticated approach to digital engagement. Furthermore, the identification of both significant challenges, such as maintaining content consistency amidst student schedules and balancing official versus unofficial accounts, and promising opportunities, including leveraging authentic *pesantren* traditions and institutional support, paints a nuanced picture of digital existence. These practical findings provide a tangible reference point for other *pesantrens* grappling with similar modernization efforts. While the study provides a commendable deep dive into a single case, offering rich qualitative data, a minor area for potential expansion in the full manuscript could involve a more explicit detailing of the "forms and levels of engagement" mentioned in the abstract's objectives. While content strategy is well-articulated, specific examples or characterizations of *how* different types of engagement (e.g., comments, shares, saves, viewership) manifest and are interpreted within the *pesantren* context would further strengthen the analysis. Future research could build upon this foundation by conducting comparative studies across multiple *pesantrens* to test the generalizability of these strategies, or by incorporating quantitative metrics to complement the qualitative insights, thereby offering a more comprehensive understanding of the impact and reach of *pesantren* digital initiatives.

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