Mediatized Sufism: A Multimodal Semiotic Analysis of Sufi Discourse on TikTok
Keywords:
Sufism, Mediatization, Semiotic Multimodality, TikTokAbstract
This study examines the construction of Sufi discourse on the social media platform TikTok, focusing on the representation of spirituality through the keywords “tasawuf” and “sufi.” Adopting a qualitative approach, it employs multimodal semiotic analysis on a purposive sample of 40 TikTok videos tagged with #tasawuf and #sufi. The videos, sourced from both individual creators and religious educators, were analyzed to reveal how Sufi values are articulated through text, visuals, sound, and gesture within short-form digital content. The analysis identifies two main representational modes: first, authoritative expressions, which feature reposted excerpts or sermons from recognized scholars; and second, aesthetic expressions, which emphasize emotional resonance and symbolic imagery in user-generated content. These modes collectively form three overlapping thematic orientations, namely, mystical, ethical, and devotional Sufism. Each demonstrating how spiritual values are adapted to TikTok’s affective and algorithmic logic. The findings suggest that TikTok functions as a mediatized space where spiritual narratives are redefined through multimodal strategies that merge traditional authority with digital affect. This shift marks a transformation from text-based religious transmission toward visually immersive and emotion-driven forms of spirituality. By highlighting this transition, the study offers insights into the evolving dynamics of Islamic religious expression in the digital age, particularly how new media environments reshape the modes, authority, and affective engagement of sufi discourse.
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