Strategi Misi Berbasis Digital dalam Masyarakat Pluralistik di Indonesia: Sebuah Pendekatan Antropologi Digital
Abstract
This article employs a digital anthropology framework to explore effective digital engagement strategies for Christian missionary efforts within Indonesia’s pluralistic society. Indonesia’s diverse religious and cultural landscape, coupled with its high internet penetration rate (77% of the population in 2023), presents unique opportunities and challenges for disseminating the Gospel through digital platforms. The study aims to analyze digital behaviors across religious and cultural groups, evaluate cultural sensitivity in digital communication, and propose contextually adaptive strategies for mission work. Utilizing a qualitative descriptive methodology and systematic literature review, the research highlights three key strategies: personalizing Gospel messages through culturally tailored content on age- and culturally preferred platforms (e.g., Instagram for youth, WhatsApp for older demographics); enhancing digital literacy among missionaries to navigate global-local dynamics and ethical challenges; and collaborating with local influencers and faith communities to bridge cultural gaps and amplify authenticity. Findings underscore the necessity of integrating anthropological insights into digital mission strategies to avoid cultural homogenization and ensure respect for local identities. Addressing the research gap in culturally informed digital mission approaches, this article offers a holistic framework for churches and missionary organizations to foster inclusive, effective, and sustainable engagement in Indonesia’s pluralistic context.
Abstrak
Artikel ini menggunakan pendekatan antropologi digital untuk mengeksplorasi strategi keterlibatan digital yang efektif dalam upaya misi Kristen di tengah masyarakat pluralistik Indonesia. Keragaman agama dan budaya Indonesia, ditambah tingginya penetrasi internet (77% populasi pada 2023), menciptakan peluang dan tantangan unik dalam penyebaran Injil melalui platform digital. Penelitian ini bertujuan menganalisis perilaku digital lintas kelompok agama dan budaya, menilai kepekaan budaya dalam komunikasi digital, serta merumuskan strategi kontekstual untuk misi. Dengan metode deskriptif kualitatif dan kajian literatur sistematis, penelitian mengidentifikasi tiga strategi utama: personalisasi pesan Injil melalui konten yang disesuaikan budaya di platform preferensial (misalnya Instagram untuk generasi muda, WhatsApp untuk kelompok usia lebih tua); peningkatan literasi digital misionaris untuk menghadapi dinamika global-lokal dan tantangan etis; serta kolaborasi dengan influencer lokal dan komunitas agama guna menjembatani perbedaan budaya dan memperkuat keautentikan. Temuan menekankan pentingnya integrasi wawasan antropologis ke dalam strategi misi digital untuk menghindari homogenisasi budaya dan menghormati identitas lokal. Dengan mengisi celah penelitian dalam pendekatan misi digital berbasis budaya, artikel ini menyediakan kerangka holistik bagi gereja dan lembaga misi untuk menciptakan keterlibatan yang inklusif, efektif, dan berkelanjutan di Indonesia.
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DOI: https://doi.org/10.52220/magnum.v6i1.357
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