This research studies about the effect of governmental communication in determining Malang region identity. Substitution of head of Malang government will certainly influence the policy. This phenomenon makes the ambiguity of Malang City identity. This research observes communication pattern in Malang government. Result of this research shows inconsistency of Malang government in determining the Malang region identity. The paper uses descriptive qualitative method, while the data collected by conducting in depth interviews. This paper describes about Malang City governmental communication in determining regional identity.