The Hyperreality of Nahdlatul Ulama on Social Media: Dynamics of Ulama Representation, the Labelling of Religious Traditions, and Challenges to Religious Authority

Ibnu Akbar Maliki; Darmawansa; Wahyu Kristianto

doi:10.35672/jnus.v7i2.129-141

Authors

Ibnu Akbar Maliki Institut Agama Islam Negeri (IAIN) Curup
Darmawansa Institut Agama Islam Negeri (IAIN) Curup
Wahyu Kristianto Institut Agama Islam Negeri (IAIN) Curup

DOI:

https://doi.org/10.35672/jnus.v7i2.129-141

Keywords:

Nahdlatul Ulama, Hyperreality, Digital Discourse, Religious Authority

Abstract

Social media has given rise to new forms of religious identity representation that often differ from the actual reality. Nahdlatul Ulama (NU), as the largest Islamic organization in Indonesia, has undergone an image transformation through digital content that is often satirical in nature, such as the comedic portrayal of clerics, the characterization of the sholawat tradition as concert entertainment, and memes that parody NU symbols. This study aims to examine how power relations and discourse in the digital space shape the hyperreality of NU’s identity, as well as how this influences the position of its religious authority. The research method employed is qualitative, utilizing a critical discourse analysis approach to viral social media content, supported by in-depth observation and literature review. Using the netnography method, primary data was collected from content and interactions on three Instagram accounts: @guss_icikk, @pixmenleonard, and @andripul_, while secondary data was obtained from scholarly literature on religious discourse and digital media. The analysis was conducted by utilizing Michel Foucault’s concepts of discourse, knowledge-power, and regimes of truth, combined with Jean Baudrillard’s idea of hyperreality. The research findings indicate that the negative image of NU is formed through the production of digital discourse that emphasizes humor and performativity to serve the logic of virality. Content creators act as new agents of power who reframe NU’s symbols and traditions, while netizens affirm these labels through comments that reproduce stereotypes. This process gives rise to a new regime of truth in cyberspace, where the hyperreal image of NU is more trusted by the public than its traditional reality. Consequently, NU’s traditional religious authority rooted in scholarly lineage and the charisma of religious leaders is being displaced by a digital authority grounded in popularity and online user engagement. This study underscores the importance of digital literacy and discourse strategies for NU in negotiating its religious identity and authority in the era of social media.

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