Name- Sakina Mahableshwarwala

Class- SYBA

Division- B

Roll No- 254

Year- 2023-2024

Semester- IV

Subject- Foundation Course

Mobile No- 8879490111

Email ID- sakmahableshwar@gmail.com

Impact of Indian Cinema on Enhancing the soft power status of the country

In politics (and particularly in international politics), soft power is the ability to co-opt and adopt
their view point rather than coerce (in contrast with hard power) it. It involves shaping the
preferences and choices of others through appeal and attraction. Soft power is non-coercive,
using cultural aspects, political values, and foreign policies to enact change.

The Oxford English Dictionary records the phrase "soft power" (meaning "power (of a nation,
state, alliance, etc) deriving from economic and cultural influence, rather than coercion or
military strength"). Joseph Nye popularized the concept of "soft power" in the late 1980s. For
him, power is the ability to influence the behavior of others to get the outcomes you want. There
are several ways one can achieve this successfully: one can coerce others with threats; one can
induce them with payments; or one can attract and co-opt them to want what one wants. This soft
power – getting others to want the outcomes one wants – co-opts people rather than coerces
them.

Soft power is the opposite of "hard power" - the use of coercion and payment. Soft power can be
used not just by state but also by all members in international politics, such as NGOs or
international institutions.
American soft power includes popular media and pop culture like movies, music, and television.
The European Union attracts admirers with its art, music, and architecture. Korea’s K-pop music
attracts fans from around the globe with its catchy tunes and charismatic performers. Business
and Trade, Education, Culture, Governance, and International relations and policy are different
aspects in which soft power can be enhanced.

As a culturally diverse, democratic country with a large aspiration and, extroversive population
pursuing socio-economic potency, India’s image is that of a liberal country confident of its
growing role in the international community in support of international co-operation, democracy,
stability, and commitment to multilateralism as an effective way to meet its common global
challenges.

There is no denying the fact that India’s soft power transpires through its cultural and
civilizational influence beyond its boundaries. The Indian film industry is considered one of the
biggest and most globalised one in the world and it has a significant role in popularizing Indian
culture across the globe.

Media is one of the most important stepping stones to the easy facilitation of soft power.
Through various social media apps, online forums, websites, cinema etc, people worldwide find
themselves consuming details about soft power and this causes a free flow of cultural exchange
and overall harmony. Cinema is a potent geopolitical tool. It can shape public perception and
influence beliefs and cultural values. As such, it has become an important soft power tool in
geopolitics. This means countries can use cinema to achieve their international goals through
means that do not include the military.

Indian films have transcended language and regional barriers, gained acceptance and love across
populations and developed a cult audience as it travelled beyond its own borders. Indian movies
are unique for their union of dance, drama, music and poetry, drawing from ancient Indian
theatre traditions such as Kerala’s Kathakali, Tamil Nadu’s Terukuttu and Maharashtra’s
Thamasha.

Whenever there is a mention of soft power and Indian cinema, the most cited references revolve
around Bollywood movies. Bollywood movies have indeed been a significant source of cultural
circulation. A film called Dharti ke Lal was released in USSR and later, in 1952, Aan became the
first globally released Indian film. One cannot argue about the long and rich history of
Bollywood releasing films overseas. Even in contemporary times, Bollywood movies ranked as
top earners in terms of overseas income. A decade ago, a movie like 3 Idiots featuring actor
Aamir Khan were released in China. The film managed to bring back Bollywood into Chinese
consciousness and become a huge hit there. Aamir Khan’s other iconic films,
like P.K. and Dangal, also became huge hits in China. These movies earned more from China
and other countries as compared to India. Dangal , which released as Let’s Wrestle, Dad!, topped
every movie in China except for Transformers: The Last Knight and earned $152 Million.

Aamir Khan’s Secret Superstar and Salman Khan’s Bajrangi Bhaijan were big hits as well. It is
clear Aamir Khan remains a potent and important Indian soft power in the Chinese market with
his massive following and potential to influence a young, growing audience.

Indian films are being released in more and more countries and are gaining critical praise and
recognition. Gully Boy in 2019, was released in foreign countries during film festivals.

These films have an impact on other cultures. The clearest evidence of this is other cultures
making movies using a majority of Indian cast and imitating Indian-style, choreography and
dance. For example, the 2008 film "Slumdog Millionaire," directed by British filmmaker Danny
Boyle and featuring Indian actors, was a massive global hit and won several Academy Awards.

The growing influence has seen great cultural exchange and collaboration between India and
other countries. As a result, many Indian filmmakers started collaborating with international
studios and artists to produce films that attract a global audience. For example, in 2019, RRR's
director SS Rajamouli's “Baahubali” franchise was acquired by Netflix, making it the first
Indian film franchise to be streamed globally.

Bollywood movies are popular not only in China but also in countries like Nigeria, Afghanistan,
Australia, New Zealand, U.S. etc. India’s former Prime Minister Manmohan Singh also
acknowledged the role of Bollywood in forging its soft power resource. While giving a speech,
he stated, “Soft power of India in some ways can be a vital instrument of foreign policy. Cultural
relations, India’s film industry – Bollywood – I find wherever I go in Middle East, in Africa –
people talk about Indian films. So that is a new way of influencing the world about the growing
importance of India. Soft power is equally important in the new world of diplomacy.” This
statement was made in 2008, and ever since then, the film-making atmosphere in India has
undergone various changes. The introduction of O.T.T. platforms in India is a major change
which further opens the scope of creativity in film making. Films from the south like R.R.R.,
Vikram, Bahubali 2, K.G.F: Chapter 2, Kabali have made a huge box office both domestically
and internationally.

R.R.R. movie released in 2022 became a sensational hit not only in India but in countries like
North America and Japan. R.R.R. is based on fiction, showcasing the fight of two individuals
against British imperialism. R.R.R. successfully managed to showcase India’s religious and
cultural values. It earned far more from overseas in comparison to India. The total box office
collection of R.R.R. in India was INR 9.9 billion while the worldwide collection was INR 11.1
billion. During a trip to Japan, the team of R.R.R. received a huge response from fans. Thus,
leveraging South Indian films in America and Japan could be an important soft power for New
Delhi and its economical and political dealings with Washington and Tokyo. A country like
India produces the largest number of movies in the world every year and the box office income
of Indian films is also very high. As most of the world prefers to watch non-native cinema, there
is no reason why Indian cinema cannot have more control in the world.

Shahrukh Khan and Katrina Kaif performed at the coronation of Bhutanese King Jigme Khesar
Namgyel Wangchuk, a known fan of Bollywood in 2008, and Chinese President Xi Jinping is
said to have watched and liked Dangal. Michelle Obama while in office danced to the tunes of
Bollywood songs and Myanmar’s Aung San Suu Kyi once commented that “we all love to watch
Hindi movies”.

Akon, a Senegalese- American singer, sang Chamak Chalo in Hindi for Shahrukh Khan’s
movie Ra- One. Nigeria, one of India’s most successful export markets, has dedicated
Bollywood television and radio channels, and dance clubs for India. The Nollywood
film ZeeWorld Madness (2017), that pokes fun at Nigeria’s obsession with ZeeWorld plays on
Indian television, and it is a testimony of Indian soft power.

Mainstream successful movies like The Jungle Book, Octopussy from the James Bond series, The
Best Exotic Marigold Hotel, Eat Pray Love, The Darjeeling Limited and Dark Knight Rises were
either partially or fully shot in India.
Increasing Indian soft power are also actors like Priyanka Chopra who has now become a
household name abroad, especially in North America. When mainstream prime television shows
like The Big Bang Theory or The Mindy Kaling Show and Master of None include an Indian
character as a protagonist it goes a long way in furthering Indian soft power.

The Lunchbox (2013) for instance was screened in over 70 nations with little to no marketing.
Indian movies have become so accepted abroad that in 2015 a video surfaced on the Internet
showing Miss Nigeria and Miss Indonesia bonding over their love for Bollywood films and
simultaneously singing to Dil Toh Pagal Hai.

Films build bridges between nations. They can foster cultural exchanges, creating a positive
environment for different cultures to settle differences amicably. Film festivals and international
collaborations offer an apt illustration for this purpose. They bring together filmmakers from
different countries and promote cross-cultural understanding. Additionally, cinema often helps
in softening and easing geopolitical tensions. Through cultural exchanges and joint film
productions, people from different geopolitical regions can interact and learn things that can help
mellow strains and promote diplomacy. Many countries, including the United States and China,
leverage this tool to advance their causes in far-off regions. In the same vein, India is looking to
its filmmakers and actors to help project its power beyond its boundaries, and it is working. As
explained previously, Indian cinema has been gaining increasing influence and recognition
globally. Over the years, the country's films have gained a massive following worldwide.

This recognition and following is working out in the favor of the country. To be famous on such
a large platform gains you the privilege of letting your soft power work as planned. Over time,
India has learnt how to equip its power properly and even enhance it further. India has grown to
become a significant cultural and economic powerhouse. The industry tops the world as the
largest producer of films which reflect the country's diverse cultural and linguistic backgrounds.

Through this exchange of culture and ideologies, there is a free- flow of soft power where India
and the other respected country/state, get what they want on a mutual understanding without the
interference of any military power or violence. It is through these means India upholds friendly
relations with the rest of the world. Where there is friendship and love involved, transactions of
high orders can be facilitated with utmost efficiency.
Today, India is one of the top most providers in the entertainment industry worldwide. Striving
to achieve higher goals, the Indian entertainment department is working hard to make their name
a household one. It’s the need of the hour to make people realize that India isn’t just known by
its ‘Chicken Tikka Masala and Naan Combo’. Rather, there is more to our beautiful country than
what the eye sees. Hopefully in the coming years India can achieve each milestone it has set out
to accomplish.

BIBLIOGRAPHY-

Soft power - Wikipedia

SCREENPLAYING SOFT POWER: THE INFLUENCE OF CINEMA ON THE GLOBAL STAGE - Mondo
Internazionale

Indian Cinema: Growing footprint of soft power diplomacy (indiavsdisinformation.com)