Social Media as a Space for Da‘wah Dialogue on Marriage: An Analysis of the ‘Marriage Is Scary’ Issue on TikTok

Abstract

The “Marriage Is Scary” phenomenon circulating on TikTok reflects the growing fear, hesitation, and anxiety among young generations toward the institution of marriage. This trend not only signifies a shift in value orientation but also opens a new dialogical space within religious discourse on social media. This study aims to examine how TikTok functions as a platform for da‘wah dialogue on marriage through content creators’ responses to the issue. Employing a qualitative approach with an interpretative content analysis method, this research analyzes a selection of the most popular videos featuring the “Marriage Is Scary” narrative and the da‘wah-oriented responses that emerge as counter-narratives. The findings reveal that TikTok provides an interactive space for young people to articulate their fears and personal experiences, while simultaneously offering opportunities for digital preachers to present religious perspectives that are moderate, solution-oriented, and grounded in prophetic values. Effective da‘wah in this context tends to adopt persuasive, empathetic, and narrative communication styles, emphasizing the wisdom of marriage in Islam without disregarding the social realities faced by adolescents and young adults. This study underscores that social media, particularly TikTok, is not merely an arena for entertainment, but also a dialogical space for da‘wah that can bridge the gap in religious literacy among the digital generation, especially concerning sensitive issues such as fear of marriage.