FROM SECTARIAN LABELS TO UMMAH IDENTITY: A CRITICAL DISCOURSE ANALYSIS OF CONTEMPORARY ISLAMIC SCHOLARS’ INSTAGRAM REELS

Abstract

Sectarian labels have long been a part of the religious identity debate in Pakistan. With Instagram Reels becoming a prominent platform of religious communication, the contemporary Muslim scholars increasingly use short form video to frame "Muslim identity" beyond the naming of sects. This shift needs to be critically examined as it may shape how young audiences are viewing unity, difference and religious authority. This study focuses on how the Pakistan-based Islamic scholars reconstruct the Ummah-centered identity through Instagram Reels and how they discursively diminish or reframe sectarian boundaries. Using the Critical Discourse Analysis (CDA) with the multi-model lens, the study is based on the 30 sample of Instagram Reels from Sahil Adeem, Sheikh Atif Ahmed, Dr Waseem, Dr Hammad Lakhvi, Muhammad Ali and archival/reposted clips of Dr Israr Ahmad. Data include video speech, captions, on-screen text, hashtags and selected high engagement comments. Fairclough's three-dimensional model is used to analysis the three levels: textual features (wording, pronouns, evaluations), discursive practice (reel format, citation of sources, audience interaction), and social practice (sectarian history and authority, and digital religiosity in Pakistan). Thematic coding is applied to the mapping of recurrent identity frames and strategies. The analysis reveals that unity is built on (i) inclusive "we/ummah" language, (ii) de-labelling movements highlighting "Muslim" vs. sect names, (iii) moral judgment involving characterization of sectarian conflict as fitnah and ego-driven, and (iv) authority grounding expressed through Qur'an/Sunnah referencing and reformist appeal to "core" Islam. However, comment sections often bring up sectarian positioning once again, demonstrating that unity discourse is accepted by some audiences but contested by a few. Instagram Reels allow scholars to enact an idealized and emotionally resonant Ummah identity, however platform dynamics and the polarization of audiences can reproduce boundaries the reels aim to soften. Religious communicators should pair unity messaging with a defined set of ethical standards for disagreement (adab al-ikhtilaf) and moderation in sectarian provocation. Future research could compare the unity discourse among scholars across platforms and examine the effects of this on youth attitudes through interviews or surveys.