Ethics and Virality Effects: Netnographic Study on Death-related Content from Communication and Da'wah Perspectives

Published date: Jul 15 2025

Journal Title: KnE Social Sciences

Issue title: The International Conference on Da'wah & Communication 2024 (ICDComm 2024)

Pages: 255 - 265

DOI: 10.18502/kss.v10i14.19093

Nadya Amalia Nasutionnadyaamalia@radenintan.ac.idIslamic Broadcasting Communication, UIN Raden Intan Lampung

Vito FrasetyaCommunication Science, Lampung University

This research examines the phenomenon of death-related content virality on social media through a case study of Stevie Agnecya’s death on TikTok, analyzing it from ethical, communication, and da’wah perspectives. Using a netnographic approach with Exolyt data scraping, it explores how death-related content goes viral and its implications for digital society, particularly in the Indonesian context. Analysis of TikTok data reveals that death-related content receives 2.5 times higher engagement than regular content, with 45% of comments questioning the cause of death, 40% expressing condolences, and 15% offering prayers and reflections. The study identifies three main factors driving virality: universal emotional resonance, collective meaning-making, and digital mourning needs. It uncovers complex interactions between traditional beliefs, religious values, and digital culture, exemplified by discussions around santet (black magic), religious judgment, and the concept of continuous sin/merit (dosa jariyah) in digital spaces. The findings highlight the transformation of mourning practices in the digital era, where private grief becomes public discourse. This study provides insights for communication practitioners, religious leaders, and platform policymakers in navigating the complexities of digital mourning practices.

Keywords: death-related content, digital da’wah, digital ethics, netnography, virality

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