Communication Strategy and Cultural Branding of Mangulosi in Batak Toba Intercultural Marriage

Abstract

This study examined the practice of mangulosi in Batak Toba intercultural marriages, focusing on how the ritual was adapted, interpreted, and communicated when full customary procedures were not performed. The research addressed the problem of how cultural identity and symbolic meaning were preserved within a hybrid wedding context. The objective was to analyze how communication strategies and cultural branding were enacted through the ulos symbol as part of mangulosi. A qualitative case study approach was employed. Data were collected through participant observation, in-depth interviews with family members, elders, and the bridal couple, as well as documentation in the form of photographs and videos. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, which involved data condensation, display, and conclusion drawing. The findings showed that mangulosi retained its symbolic value as a blessing and identity marker despite its simplified performance. Selective adaptations such as shortened verbal expressions, the choice of generalized ulos, and explanatory commentary ensured that the ritual remained accessible to intercultural participants while preserving its core meaning. The ulos functioned as both a cultural emblem and a branding device that projected Batak identity beyond its traditional context. Emotional expressions such as tears, embraces, and gestures further reinforced the ritual’s meaning and facilitated shared understanding.