Komodifikasi Baju Bodo dalam Industri Kreatif: Reduksi Makna dan Identitas Lokal Makassar
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Abstract
The development of the creative industry and social media has driven significant changes in Baju Bodo, the traditional attire of Makassar. Baju Bodo no longer functions solely as a cultural symbol but has also become a commodity within the fashion industry. This transformation has raised concerns about the diminishing cultural meaning and local identity embedded in the garment. This study aims to analyze the commodification of Baju Bodo in the creative industry and examine the reduction of Makassar's cultural meaning and local identity resulting from this process. This research employed a descriptive qualitative method with a case study approach through in-depth interviews, observation, and literature review. The findings indicate that the modification of Baju Bodo is driven by social change, the influence of social media, and changing consumer preferences for more modern and diverse designs. These modifications are reflected in the use of different materials, the addition of decorative ornaments, and a wider variety of colors that are no longer restricted by traditional caste-based rules. Furthermore, the function of Baju Bodo has shifted from being ceremonial attire used in traditional rituals to clothing worn for various social, cultural, and commercial events. Nevertheless, business actors argue that the cultural identity of Baju Bodo is preserved through the continued use of traditional accessories such as lipa' sabbe, sima, headbands, shawls, and traditional Sulawesi necklaces. This study concludes that the commodification of Baju Bodo represents a form of cultural adaptation to the development of the creative industry, expanding market opportunities and increasing economic value while simultaneously reducing some of its symbolic meanings and traditional values. Therefore, cultural preservation efforts are necessary to maintain Makassar's local identity,
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