Sharīfa on stage : female islamic authority and cinematic preaching in contemporary Indonesia

Abstract

This thesis explores the emergence of Ba‘Alawi female preachers within contemporary daʿwa practices in Indonesia. Focusing on Ayu Naylul Muna Almunawwar, a female descendant of the Prophet Muhammad, this study examines how she skillfully merges inherited religious authority with innovative daʿwa strategies grounded in cinematic aesthetics and popular culture. Drawing on the Hadrami tradition of Islamic scholarship, Muna engages her followers not only through conventional religious teachings but also via visually curated, emotionally compelling performances shared through digital media platforms. While previous research has documented male Ba‘Alawi preachers (habā’ib) adapting to new media landscapes, the rise of sharā‘if employing modern outreach tools such as cinematic daʿwa, popular music with strategic marketing appeals remains underexplored. Employing a qualitative, interdisciplinary approach including indepth and informal interviews, participatory observation, and digital ethnography focused on Instagram accounts like @thepoweroflove_event and @anmaofficial29, this study finds that Sharifa Muna Almunawwar uses advanced audiovisual media to enhance spirituality and hence elevate brand messaging and lifestyle goals, creating a unique religious character that appeals to urban Muslim middle and upper classes. Her approach signifies a strategic reconfiguration of female Islamic authority in Indonesia’s public sphere, reflecting both continuity with Ba‘Alawi tradition and adaptation to the expectations of a media-savvy audience. This research contributes to broader discussions on gender, religious authority, and the transformation of daʿwa in Indonesia’s increasingly visual and commodified Islamic environment.