Facing the shaikh: Sufi authority through self-representation in Halveti Facebook communities

Abstract

This paper explores the self-representation of Sufi shaikhs on Facebook in establishing their authority over communities during the COVID-19 pandemic. The study investigates the created self-image of shaikhs as online authorities through their social media activities and content, using the example of the Halveti Order in Albania, Kosovo, and North Macedonia. As the Halvetis in Southeast Europe are not organised under an umbrella organisation, individual accounts of shaikhs and collective accounts of the local communities are analysed as means of self-representation. The produced content highlights various aspects of the shaikhs’ self-understanding and mission, referring among other things to the orders’ history, as well as to (religious-)political issues. The analysis of this content also reveals different roles these leaders assume in the digital space, which are categorised analytically. This paper aims to decipher what the shaikhs’ social media activities and content reveal about their self-image as online authorities, thereby contributing to an understanding of the impact of digital media on religious dynamics and communities. Methodologically, the study relies on online observations of Halveti shaikhs’ accounts on Facebook. Facebook is chosen as the focal point, for it is the most widely used digital platform in the examined region.