Analysis of the 'Flexing' Charity Phenomenon on Social Media: A Phenomenological Study of Millennial Donors' Motivations and the Authenticity of Their Intentions

Abstract

This study aims to analyze the phenomenon of flexing charity on social media, particularly in relation to the motivations and sincerity of millennial donors from both social and Islamic perspectives. This phenomenon has emerged alongside the rapid development of digital technology, which has transformed social media into a space for self-expression as well as a platform for building digital identity. This research employs a descriptive qualitative approach using a literature study method, collecting data from various sources such as books, scientific journals, and relevant previous studies. The results indicate that the practice of flexing charity is driven by diverse motivations, ranging from altruistic intentions to inspire others, to social motivations related to the need for recognition and validation. On the other hand, this phenomenon also reflects a shift in the meaning of charity from a private act of worship to a public activity that may involve elements of self-image construction. From an Islamic perspective, this practice occupies an ambivalent position, as it can serve as a means of da’wah while also potentially leading to riya’ (showing off in worship) if it is not grounded in sincerity. Therefore, self-awareness and reflection are necessary in using social media in order to maintain a balance between social expression and spiritual values in acts of worship.