<![CDATA[Although the Mappadendang tradition has received attention in various studies from social, symbolic, and Islamic law perspectives, research that specifically discusses the da‘wah values embedded in this tradition as a medium of cultural da‘wah remains limited. This study aims to analyze the da‘wah values contained in the Mappadendang tradition of the Bugis community and to explain its role as a medium for internalizing Islamic values based on local wisdom. This study used a qualitative approach with a cultural ethnography design, involving customary leaders, religious leaders, tradition practitioners, and community members selected through purposive sampling. Data were collected through participatory observation, semi-structured interviews, and documentation, and were then analyzed using the interactive analysis model of Miles and Huberman. The results showed that the Mappadendang tradition contains da‘wah values that include the value of gratitude, ukhuwah Islamiyah, gotong royong (ta‘āwun), silaturahmi, moral education, cultural preservation, and symbolic communication as a medium for transforming religious messages. These findings contribute to strengthening the study of cultural da‘wah and expand understanding of the integration of local culture as a medium of contextual da‘wah in Bugis society. This study concludes that local traditions have an important role as a means of internalizing Islamic values in the social life of the community and emphasizes the need to optimize a da‘wah approach based on local wisdom in responding to the dynamics of social change.]]>
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