Inclusive Identity Construction in Documentary Film: A Brand Identity Prism Analysis of Tana Toraja

Inclusivity has emerged as a strategic value in regional development and public sector communication. As place branding expands beyond tourism promotion, documentary films increasingly serve as tools to construct inclusive regional identities. This study analyzes how the “Inclusive Regency” identity is constructed in the documentary Merangkai Makna Inklusivitas di Tana Toraja. Tana Toraja serves as a critical case, as one of the first regions in Indonesia to institutionalize inclusivity through a specific legal framework.
Using Jean-Noël Kapferer’s Brand Identity Prism (BIP), this qualitative study primarily employs textual analysis of the documentary’s narrative and visual elements across six identity dimensions: physique, personality, culture, relationship, reflection, and self-image. The analysis is supported by contextual qualitative insights from interviews with filmmakers and community stakeholders to strengthen the interpretation of inclusive identity construction. The findings show that the documentary aligns governmental legal authority (personality) with the lived social realities of vulnerable groups (physique and relationship). Community perspectives further corroborate this construction, particularly in the reflection and self-image dimensions, which reposition citizens from passive policy recipients to active subjects of development.
The study concludes that documentary film functions as an effective medium for translating complex public policies into human-centered regional identity narratives and offers practical insights for local governments to develop more participatory and story-based communication strategies.

Identity Construction, Documentary Film, Brand Identity Prism, Inclusive Regency, Tana Toraja.

1. Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan. [Google Scholar] [Crossref]

2. Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). Sage Publications. [Google Scholar] [Crossref]

3. Eshuis, J., & Klijn, E. H. (2012). Branding in Public Governance and Policy. Routledge. [Google Scholar] [Crossref]

4. Govers, R., & Go, F. (2009). Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. Palgrave Macmillan. [Google Scholar] [Crossref]

5. Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). Kogan Page. [Google Scholar] [Crossref]

6. McKee, A. (2003). Textual Analysis: A Beginner's Guide. Sage Publications. [Google Scholar] [Crossref]

7. Nichols, B. (2017). Introduction to Documentary (3rd ed.). Indiana University Press. [Google Scholar] [Crossref]

8. Plantinga, C. (1997). Rhetoric and representation in nonfiction film. Cambridge University Press. [Google Scholar] [Crossref]

9. Wheeler, A. (2013). Designing Brand Identity: An Essential Guide for the Whole Branding Team. John Wiley & Sons. [Google Scholar] [Crossref]

10. Journal Articles [Google Scholar] [Crossref]

11. Björner, E., & Aronsson, L. (2022). Decentralised place branding through multiple authors and narratives: The collective branding of a small town in Sweden. Journal of Marketing Management, 38(9-10), 869-894. https://doi.org/10.1080/0267257X.2021.2001968 [Google Scholar] [Crossref]

12. Foroudi, P. (2020). Influence of brand signature, brand awareness, brand attitude, and brand reputation on hotel industry’s brand identity. International Journal of Hospitality Management, 88, 102511. https://doi.org/10.1016/j.ijhm.2019.102511 [Google Scholar] [Crossref]

13. Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69-86. https://doi.org/10.1177/1470593112467268 [Google Scholar] [Crossref]

14. Reynolds, L., Peattie, K., Koenig-Lewis, N., & Doering, H. (2024). There’s a time and place: Navigating omni-temporality in the place branding process. Journal of Business Research, 174, 114500. https://doi.org/10.1016/j.jbusres.2024.114500 [Google Scholar] [Crossref]

16. Reports & Official Documents [Google Scholar] [Crossref]

17. INKLUSI. (2023). INKLUSI Handbook: Australia-Indonesia Partnership towards an Inclusive Society. INKLUSI Program. [Google Scholar] [Crossref]

18. United Nations. (2015). Transforming our world: The 2030 Agenda for Sustainable Development. UN Publishing. [Google Scholar] [Crossref]

• Communication Strategies among Promoters During MATTA Fair 2025
• An Examination of Colleen Ballinger’s Experience in Social Media: Cancel Culture Chronicle
• Communication Patterns in Conflict Interactions in Premarital Couples Who Are in Abusive Relationships
• Social Media Use on Mental Health Outcomes among Adolescents and Young Adults in Port Harcourt City
• (Un)Successful Error Repairs in L2 Communication