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Barzanji, a form of speech recitation, narrates life events encompassing noble qualities, genealogy, childhood, youth, and the journey to becoming an apostle. It also incorporates prayers and praises dedicated to Prophet Muhammad. The cultural communication rite of the Barzanji tradition is practiced by Muslims, notably in Allakuang village, Sidrap district. Within their Islamic society, deeply intertwined with Islamic and customary activities, Barzanji holds immense importance. This study aims to explore the cultural communication rites in the Barzanji tradition and uncover the underlying messages conveyed in Allakuang, Maritenggae sub-district, Sidrap district. The research employs the theory of social reality construction by Peter Berger and Thomas Luckmann. Utilizing a qualitative descriptive method, the research reveals that the Cultural Communication of the Barzanji Tradition Rites in Bugis Communities in Allakuang, Sidrap district, is conducted through traditional and spiritual activities. Traditional activities include marriage and salvation, symbolizing familial success. Spiritual activities within families encompass birth celebrations (aqiqah), completion of the Quran, circumcision (sunnatan), and the birthday of Prophet Muhammad SAW. These activities are continuously communicated, signifying spiritual hospitality and encapsulating the message of goodness in life, serving as a model inspired by Prophet Muhammad SAW.

Cultural communication; tites; barzanji tradition; Bugis society