Culture in Motion: The Representation of Siri' Culture in Bugis Marriage through Youtube Lecture Content


Prima Ayu Rizqi Mahanani(1*), Khairul Syafuddin(2)

(1) IAIN Kediri, Indonesia
(2) Universitas Multimedia Nusantara, Indonesia
(*) Corresponding Author

Abstract


YouTube has become a popular medium for conveying a variety of information. In particular, related to life messages delivered through marriage lectures by Ustaz Das'ad Latif. This is inseparable from the high number of internet users in Indonesia which also changes their behavior in seeking information and receiving messages. This research focuses on the text produced by Ustaz Das'ad Latif about Bugis culture in his lectures on Youtube. This is important because the production of texts is related to efforts to maintain local wisdom in Indonesia. In this case, the production of discourse about Bugis society is an activity carried out on Youtube media content. The purpose of this study is to examine the discourse built by Ustaz Das'ad Latif in the content of marriage lectures about Bugis people. The approach used is qualitative with a critical paradigm. The analysis technique is multimodal discourse offered by Kress and Leeuwen. The results show that the discourse raised in Ustaz Das'ad Latif's lecture on Youtube is related to the implementation of Siri' culture for the Bugis people. The implementation is shown by three values, namely honesty, mutual respect, and hard work. The discourse of siri' culture is ultimately not only limited to life outside the family. But in marriage, it is important to be maintained by the Bugis community as an effort to maintain local wisdom.


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DOI: https://doi.org/10.15575/rjsalb.v8i1.33664

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