Featuring the same international experts, the Faculty of Social and Political Sciences (FISIP), Hasanuddin University (UNHAS) strengthened youth digital literacy in Selayar and promoted digital marketing for small businesses in Bulukumba within a single week—connecting digital communication with civic participation and economic empowerment.
On 31 July, 2026 The Community Engagement Team from the Faculty of Social and Political Sciences (FISIP), Hasanuddin University (UNHAS), in collaboration with Universiti Kebangsaan Malaysia (UKM) conducted two initiatives under the Community Partnership Program (PPMU-PK-M) 2026 across two regencies in South Sulawesi within one week. Both programs focused on social media while addressing distinct local needs: enhancing youth civic engagement in Patilereng Village, Selayar Islands Regency (28 July 2026), and boosting digital promotion for small and medium-sized enterprises (SMEs) in Ara Village, Bulukumba Regency (29 July 2026). Both events featured two key speakers: Nosakros Arya, S.Sos., M.I.Kom., from the Department of Communication Science at FISIP UNHAS, and Dr. Ammar Redza Ahmad Rizal from the Center for Communication and Media Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, highlighting the international collaborative dimension central to this series of initiatives.
On Tuesday, 28 July 2026, at 3:30 PM CIT, the team—led by Prof. Dr. phil. Sukri, M.Si.—hosted a session titled “Capacity Development for Youth Participation in Social Media Use” at the Patilereng Village Hall in Bontosikuyu District. The event was officially opened by the Head of Patilereng Village, Saharuddin Arif, and attended by youth leaders from Youth Council (Karang Taruna) as well as the head of the village Family Welfare Movement (PKK). The program responded to how social media has become the primary driver of youth political preferences while the spread of misinformation during elections, echo chamber phenomena and limited digital literacy underscore the need to improve youth information-filtering skills. Through Focus Group Discussions (FGDs), the initiative mapped youth digital literacy and political participation, emphasizing that democratic participation can take various constructive forms. “Youth are the cornerstone of future democracy”. We designed this activity not to lecture, yet to listen and build their capacity based on real-world ground conditions,” said Team Leader Prof. Dr. phil. Sukri, M.Si.
On Wednesday, 29 July 2026, at 2:00 PM CIT, the team organized “Empowerment of Ara Village SMEs through Social Media-Based Digital Promotion Training and Maritime Cultural Branding Development” at the Ara Village Hall in Bonto Bahari District. The event was opened by the Head of The Ara Village, Dr. H. Amiruddin Rasyid, M.Pd., and attended by local business owners from the culinary, fashion and tourism sectors. Ara Village is renowned as Butta Panrita Lopi (the land of master boatbuilders), famous for Phinisi boatbuilding, which was recognized by UNESCO as Intangible Cultural Heritage in 2017. However, this maritime heritage remains underutilized digitally, with key village assets often promoted by external parties. Using a Participatory Action Research approach, the workshop equipped SME owners with five essential skills—brand identity creation based on maritime culture, product storytelling, visual content production, social media utilization, and content management—enabling residents to market their products and services independently. “We welcome the arrival of the UNHAS team in Ara Village. We have waited a long time for this training as our village offers many products and services, our social media marketing has not been optimal. For instance, our tourism sites, such as the Apparalang Cliff, became famous because others promoted them. Ara Village should be able to manage its marketing independently,” stated Dr. H. Amiruddin Rasyid, M.Pd.
Although targeting different youth group in one setting and business owners in the other—both programs stemmed from a shared premise: digital communication skills are vital tools for citizens to participate constructively in society and foster economic growth. The UNHAS–UKM partnership provided a valuable cross-border perspective to address these regional challenges. “Cross-border collaboration enriches both institutions. The digital marketing practices developed with SMEs in Ara offer valuable lessons that are equally relevant in the Malaysian context,” noted Dr. Ammar Redza Ahmad Rizal from Universiti Kebangsaan Malaysia.
These initiatives support with several United Nations Sustainable Development Goals (SDGs). By fostering local entrepreneurship and enhancing digital marketing skills for small businesses, the programs support SDG 8: Decent Work and Economic Growth. The youth digital literacy initiative advances SDG 16: Peace, Justice, and Strong Institutions by promoting informed civic participation and countering misinformation. Additionally, the international partnership between UNHAS and UKM embodies SDG 17: Partnerships for the Goals by leveraging cross-border academic expertise to address real-world community challenges, reflecting the ongoing commitment of UNHAS to bridging academic expertise with tangible community needs as part of its higher education service mandate.
