MULTICULTURAL AND TOLERANT COMMUNICATION STRATEGIES THROUGH SOCIAL MEDIA: THE CASES OF THE SALO KARAJAE FESTIVAL IN PAREPARE AND THE KALUPPINI ENREKANG CULTURAL FESTIVAL, INDONESIA

MUHAMMAD QADARUDDIN; NINING ARTIANASARI; WAHYUDDIN

doi:10.51200/jurnalkinabalu.v31i1.7127

Authors

MUHAMMAD QADARUDDIN State Islamic Institute of Parepare, Parepare, 91131, Indonesia
NINING ARTIANASARI State Islamic Institute of Parepare, Parepare, 91131, Indonesia
WAHYUDDIN State Islamic Institute of Parepare, Parepare, 91131, Indonesia

DOI:

https://doi.org/10.51200/jurnalkinabalu.v31i1.7127

Keywords:

cultural identity, social media, multicultural communication, local wisdom, digital ethnography, tolerance

Abstract

This study examines the role of social media in constructing and promoting multicultural and tolerant communication through two cultural festivals in South Sulawesi, Indonesia: the Salo Karajae Festival in Parepare and the Kaluppini Cultural Festival in Enrekang. Amid growing concerns about declining cultural literacy and increasing intolerance, particularly in Parepare ranked lowest in Indonesia’s 2024 Tolerant City Index this research explores how digital platforms can serve as symbolic arenas for preserving local wisdom and fostering social cohesion. Employing a qualitative descriptive approach with a media ethnography design, the study draws on in-depth interviews, participatory and non-participatory observations, digital documentation, and netnographic analysis. Data were collected from festival organisers, government officials, local content creators, micro-entrepreneurs, and online community members across platforms such as Instagram, TikTok, and Facebook. Findings reveal that social media significantly contributes to the social construction of cultural identity by enabling participatory narratives, user-generated content, and visual storytelling. Digital campaigns and inclusive communication strategies effectively mobilise community engagement, shape cultural perception among youth, and extend the festivals' reach beyond their geographic boundaries. Furthermore, social media functions not only as a promotional tool but also as a discursive space where traditional values are renegotiated, performed, and recontextualised in contemporary digital culture. The study concludes that strategic digital communication can foster inclusive cultural representation, strengthen local identity, and promote tolerance in diverse societies. It underscores the need for sustainable, community-driven cultural communication practices that integrate traditional values with digital innovation in the era of globalisation.

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