Crisis Communication Strategy Of The Indonesian Ulema Council (MUI) In Responding To Negative Sentiments On Instagram

Muhammad Taufik Sekti, Andre Rahmanto, Tanti Hermawati

Abstract


The issuance of Fatwa Number 83 of 2023 by the Indonesian Ulema Council (MUI), which called for a boycott of products affiliated with Israeli aggression, triggered a significant communication crisis on social media. Public discourse was dominated by critical sentiments demanding implementation clarity and concrete solutions to socio-economic impacts, particularly concerns over mass layoffs. This study employs a descriptive qualitative approach using the Situational Crisis Communication Theory (SCCT) framework. Data were collected from ten official MUI Instagram posts and 108 top-liked comments (top engagement). Sentiment analysis was conducted to measure public sentiment proportions, while content analysis was applied to identify MUI’s crisis response strategies. The findings reveal that public discourse was dominated by negative sentiment (62%). MUI responded using Justification and Clarification strategies, which effectively explained the fatwa’s theological basis (haram li ghairihi) but failed to provide a practical roadmap, economic solutions, or empathy regarding layoff concerns and product list ambiguity. This strategic mismatch created a significant communication gap that tested the institution’s credibility. This study fills a gap in crisis communication research within religious institutions by demonstrating that SCCT requires adaptation for organizations operating at the intersection of moral authority and practical implementation. The study recommends integrating more tangible, transparent, and empathetic corrective actions.

Keywords


Boycott; Crisis Communication; Credibility; MUI Fatwa; Public Sentiment

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DOI: http://dx.doi.org/10.52155/ijpsat.v58.1.8337

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