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"It is widely known that the Bugis people, originally from

South Sulawesi, have been migrating to many places,

including both the Indonesian and Malaysian sides of the

borders today. The translocal and transnational movements

of the Bugis people, especially to North Kalimantan of

Indonesia and Sabah and Johor of Malaysia, have occurred

in several waves, particularly during the 17th century,

around 1965 and from 1980 to the present. The fall of the

kingdom of Somba Opu in South Sulawesi and the rise

Dutch colonial power have been the triggers for the early movement of the Bugis to both the Indonesian and

Malaysian borders. This was followed by the second push of

the Islamic rebellion in South Sulawesi, around 1965,

creating another big wave of Bugis movement. The most

recent one has been mainly due to economic reasons. These

different phases of the movements, as well as the dynamic

interplay of various aspects, such as citizenship, ethnic, and

sub-ethnic groupings, practicing of cultural traditions and

keeping the language, to mention a few, have contributed to

the process of the construction of the multiple identities of

the Bugis. Indeed, the Bugis people are no longer identified

or identify themselves as a single group, but rather have

fluid and contesting identities. This paper will discuss three

main issues: the history of the translocal and transnational

movements of the Bugis to North Kalimantan, Sabah and

Johor; the process of adaptation to these new places; and

the construction of Bugis identities."

"Tren penggunaan sneakers di kalangan anak muda, khususnya di Jakarta, mencerminkan perubahan nilai sosial karena sneakers tidak hanya dinilai dari fungsi utilitasnya, tetapi sebagai simbol status dan validasi sosial. Penelitian ini bertujuan untuk menganalisis bagaimana meme satire yang diunggah oleh akun @sltyhub di Instagram berkontribusi dalam membentuk citra merek sneakers melalui kritik terhadap perilaku konsumtif, strategi pemasaran manipulatif, hingga perilaku sneakerhead. Dengan menggunakan metode analisis konten, penelitian ini mengamati unggahan dari akun Instagram @sltyhub yang mencakup 10 unggahan meme satire terkait sneakers. Pengamatan mencakup isi konten berupa meme, caption, serta komentar yang relevan di setiap unggahan. Sebagai acuan analisis, penelitian ini menggunakan konsep citra merek yang terdiri dari dua dimensi utama, yaitu dimensi fungsional dan dimensi hedonis. Hasil penelitian menunjukkan bahwa meme satire memainkan peran signifikan dalam memengaruhi citra merek. Pada dimensi fungsional, meme satire mengungkap ketidaksesuaian antara fungsi asli produk dan penggunaannya di konteks sosial, sementara pada dimensi hedonis, meme ini menciptakan narasi emosional yang memperkuat atau melemahkan asosiasi sosial terhadap merek tertentu. Selain itu, penelitian ini mengungkapkan bahwa meme satire tidak hanya alat hiburan, tetapi medium kritik sosial yang memiliki kekuatan untuk membentuk persepsi konsumen terhadap merek secara kolektif di komunitas digital.

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The trend of sneaker usage among youth people, particularly in Jakarta, reflects a shift in social values, as products are no longer judged solely for their utilitarian functions but also as symbols of status and social validation. This study aims to analyze how satire memes uploaded by the Instagram account @sltyhub contribute to shaping the brand image of sneakers through critiques of consumptive behavior, manipulative marketing strategies, and sneakerhead culture. Using content analysis methods, this study examines 10 satire meme posts from the Instagram account @sltyhub, focusing on their content, captions, and relevant comments. The analysis is guided by the concept of brand image, which comprises two main dimensions: functional and hedonic. The findings reveal that satire memes play a significant role in influencing brand image. In the functional dimension, satire memes highlight the mismatch between the original function of a product and its use in social contexts. In the hedonic dimension, these memes create emotional narratives that either reinforce or weaken social associations with certain brands. Moreover, this study reveals that satire memes are not merely a source of entertainment but also a medium of social critique capable of collectively shaping consumer perceptions of brands within digital communities."