Ethnography Communication of the Shift in the Meaning of "Madduppa" Cultural Tradition in Sidrap District

The development of the times resulted in different perceptions about the application of a culture, the fading of local classical cultural values ​​as a result of the integration of modern culture which brought with it new values, then became a trigger for a shift in the meaning of a cultural tradition, including madduppa culture. In Bugis custom, the madduppa tradition is a series of pre-wedding processes, not just meeting or inviting, but containing the meaning of respect (pangadekkang or mappakaraja), by sending padduppa to meet certain people, hoping that person will give blessings to the bride and groom, and can attend the upcoming wedding. The purpose of this research is to identify the shift in the meaning of the local tradition of madduppa culture in Sidrap Regency, South Sulawesi. Based on the results of the research, it was found that the madduppa tradition is still carried out today, but has experienced a shift in the meaning of the tradition, so the procedures for its implementation have also changed. The main cause is the lack of knowledge and in-depth understanding of the sacred meaning of the madduppa tradition, as well as advances in information communication technology in the digital era, causing a more practical and easy way of implementation. It is appropriate for the community to make efforts to preserve the classical madduppa cultural tradition, as an effort to maintain cultural richness which is full of meaning and local wisdom, by communicating it regularly and disseminating information to the public about the deep meaning and procedures for carrying out the classical madduppa tradition.