Digital Communication of Stunting Prevention: A Qualitative Analysis on Instagram

Abstract

Stunting remains a significant public health issue in Indonesia, with Jember Regency reporting a prevalence rate of 3.49%. In response, Fatayat NU Jember—a women’s wing of Nahdlatul Ulama—has expanded its da’wah efforts to include health promotion, particularly maternal and child nutrition. This study explores how Islamic-based digital da’wah is utilized to communicate stunting prevention through @fatayatnujember’s Instagram content. Drawing on Holsti’s content analysis framework, six posts published in 2024 that explicitly address stunting and related health topics were identified through systematic observation and examined qualitatively. Findings reveal that the account integrates Islamic values with gender-sensitive health education to promote awareness during the critical first 1,000 days of life. However, the content tends to be expository and retrospective, focusing primarily on organizational activities rather than audience mobilization. Posts lack interactive elements, call-to-action strategies, or dialogic engagement, resulting in limited user interaction and feedback. This study highlights the underutilized potential of digital religious communication for public health advocacy and suggests that Islamic organizations can enhance their digital engagement strategies by incorporating participatory and campaign-oriented content. The research contributes to the growing discourse on the intersection of religion, digital media, and public health in Indonesia, particularly within the context of gender-responsive Islamic activism.