In our multipolar world, cinema has become a critical component of soft power, shaping global perceptions through its captivating narratives
Movies have evolved far beyond mere entertainment; they now play a significant role in global politics and cultural relations. Through creative expressions, films harness the ecosystem comprising key stakeholders to nurture and develop soft power dynamics and geopolitical equations. In the realm of geopolitics, movies are more than art; they are potent tools used by countries to showcase their soft power and expand their influence worldwide.
Through their film industries, nations share stories that resonate globally, reflecting their identities and serving as diplomatic instruments. Films offer profound insights into the societal dynamics of different countries, profoundly impacting international relations. Today, we live in a multipolar world where power dynamics are fluid, and various stakeholders, perceptions, ideologies, strategies, networks, interfaces, and interactions play a critical role.
The challenge we face today is assembling a complex jigsaw puzzle, where every piece of this puzzle has a vital role to play. Geographical boundaries have blurred exponentially, thanks to globalisation, enhancing communication and ushering in a new era where technology plays a pivotal role in shaping these interactions.
The emergence of the new players can be attributed to the concept of Soft Power dynamics. This idea, coined by Joseph S. Nye, describes the ability to attract and persuade through culture, political ideals, and policies. In this context, cinema has become an essential component of Soft Power.
Cinema, as a medium and platform, acts as a catalyst to position soft power dynamics, decoding perceptions, perspectives and geopolitical stances globally. The portrayal on the big screen infuses fresh thinking into the policy debate dynamics, global issues and management of ideas in a global framework, bound by multipolarity and instant communication.
Many films in the past have mirrored multidimensional dynamics and impact on different ecosystems, nations and individuals. Cinema and foreign policy interface reinforces the global appeal of a concept, or idea leading to a dynamic framework for cultural diplomacy. Cinema as a medium has added a new tool to the dynamics of bilateralism, the use of creative tools in the portrayal of a new point of view, ideology and intervention along with better cultural understanding.
Cinema has emerged as a vehicle of Collaboration, Cooperation, Cohesion, Coordination, and Convergence — the 5Cs of cinema. On the global front, cinema breaks barriers, overcomes obstacles, and thrives on the creativity of both old and new players.
It no longer caters solely to Western or Eurocentric narratives but embraces a diverse global perspective, which plays a crucial role in shaping cinema perceptions and adding a soft touch to global power dynamics. The importance of cinema in geopolitics has grown significantly over recent years, with governments increasingly funding film projects that reflect their national interests and cultural heritage. Many countries use their film industries as a powerful tool for soft power to shape their global impression.
The impact of movies is greatly amplified by their global presence, thanks to the rise of streaming services that have revolutionised film distribution, making it easier for films from smaller markets to reach a worldwide audience. Platforms such as Netflix, Amazon Prime, and Hulu have democratised access to movies from various countries, allowing filmmakers worldwide to showcase their cultural stories without relying on traditional distribution.
Cinema transcends power structures by influencing public opinion and shaping international policies through its captivating narratives. Movies serve as platforms for discussions and political analysis, sparking conversations that can drive societal transformation. Filmmakers and actors act as ambassadors with significant sway, using their works to facilitate cultural exchange and international conversations. Cinema has become a platform for new ideas and concepts, driving integration through International Film Festivals. The role of cinema in today's world is incredibly significant. It serves as a diplomatic tool and a compelling medium to communicate ideas through storytelling, influencing international relationships. Beyond its audience, cinema has a far-reaching impact on global leaders, policymakers, and communities worldwide. It acts as an envoy, spreading messages of peace, empathy, and solidarity through engaging stories that mirror the complexities of human life. There is no doubt that cinema now transcends entertainment in contemporary society. Nations are recognising the power of cinema as a tool to promote their agendas and perspectives on the world stage, underscoring its importance in diplomacy.
(The writer is former additional DG, DFF and Festival Director, IFFI; Inputs by Zoya Ahmad and Vaishnavi Srinivasan. Views are personal)
