The Socio-economic Transformation in Makassar Tribe Gift-giving Tradition: Reconstructing Social Welfare Strategy

The gift-giving tradition in Jeneponto, the land of the Makassar Tribe, has undergone significant transformation over time, reflecting changes in socio-economic ethics within societies. This study explores the evolution of this tradition and its profound impact on contemporary socio-economic values. It examines how gift-giving has transitioned from a simple act of goodwill and cultural exchange to a complex phenomenon influenced by consumerism, status, and economic disparities. Drawing from ethnographic research analysis, this research delves into the cultural and social significance of gift-giving in various contexts. It sheds light on how traditional values, such as reciprocity and generosity, have been reshaped by commercialization and global consumer culture. Furthermore, it investigates the consequences of these changes on individuals and communities. The study also discusses the ethical dilemmas arising from the commodification of gift-giving, including issues of authenticity, social inequality, and environmental sustainability. It highlights the need for a more conscious and responsible approach to gift-giving in the current situation.