Developing the model of transparent film judging system in fostering the image and reputation of Indonesian Film Festival

Since its founding in 1955, the Indonesian Film Festival (FFI) has stood as the nation's foremost institution recognizing cinematic achievement. Yet over the decades, it has faced persistent criticism regarding the fairness and transparency of its judging process, eroding credibility and public trust. This study seeks to formulate a transparent judging model that can strengthen FFFs image and reputation while restoring stakeholder confidence. Adopting a qualitative approach within an interpretivist paradigm, the research employs a phenomenological method to explore lived experiences and perceptions of transparency among twenty-two informants, including committee members, jurors, filmmakers, and representatives of film associations. The data, analyzed thematically using NVivo 14, reveal that credibility, trust, reliability, and social responsibility are essential foundations of a fair judging system, whereas perceived bias, weak accountability, and limited inclusiveness continue to challenge institutional integrity. Theoretically, the study extends the Image-Identity-Reputation (IIR) Model by integrating transparency and participatory communication into the governance of cultural institutions, offering a deeper understanding of how reputation and trust can be rebuilt through ethical and communicative practices. The implications of this research span both theoretical and practical domains. Theoretically, it highlights transparency and participatory communication as vital components of institutional reputation building, providing a replicable model for other cultural organizations. Practically, the proposed framework offers actionable guidance for policymakers, festival organizers, and cultural institutions seeking to reform governance structures, enhance accountability, and engage stakeholders more inclusively. By applying this model, the Indonesian Film Festival and similar institutions can strengthen public confidence, foster fairness, and contribute to a more ethical and sustainable creative industry ecosystem.