ABSTRACT
Digital da’wah is predominantly conducted by male da’i (preachers). This study investigates the narratives of female da’wah figures, specifically the spouses of key founders of the Hijrah movements. Using a qualitative methodology, data were collected by analyzing audio-visual content on YouTube. The theoretical framework applied follows Somech and Drach-Zahavy's classification of three gender role ideologies in household labour: traditional, transitional, and egalitarian. The findings reveal that the gender narratives presented by these female da’wah figures largely align with the transitional ideology. This perspective maintains a clear division of labour while allowing women to participate in the public sphere, albeit under specific conditions. From a Liberal Feminist viewpoint, these narratives still perpetuate subjugation, stereotypes, and elements of potential psychological violence. The continuation of such gender narratives risks reinforcing stereotypes, limiting women's participation in the public sector, resisting gender equality policies, and perpetuating discrimination against women. These challenges pose significant barriers to Indonesia's efforts to achieve Sustainable Development Goals (SDGs), particularly those related to gender equality and women's empowerment.
