Soft power, culture and modernity: Responses to Bollywood films in Thailand and the Philippines

The International Communication Gazette (2019) article by Adrian Athique discusses India's soft power and cultural diplomacy through the lens of Bollywood films in Thailand and the Philippines.
The study emphasizes grassroots reception and aims to explore India's cultural diplomacy beyond merely impressing Western audiences.

Soft Power Definition: Coined by Joseph Nye, soft power is the ability to attract and co-opt rather than coerce (Nye, 2004).
- It includes cultural influence that complements a country's military and economic power (hard power).
- Components of soft power:
- Artists, scientists, and sports figures contribute to a favorable national image.
- Authoritative media and world-class educational institutions enhance a country's soft power.
Persuasion via Soft Power:
- Effective communication of soft power can create a favorable international environment.
- Examples include Hollywood promoting American values and democracy.
Cultural Imperialism vs. Soft Power:
- Nye provides a positive interpretation of cultural imperialism, suggesting that transnational communication is preferable to military or economic intrusion (Boyd-Barrett, 2014; Tomlinson, 1991).
- Dependency theorists challenge the notion of a level cultural playing field, noting the influence of historical hegemony (Cardoso and Faletto, 1971).

India, alongside China, invests in soft power to project a modernized image on the global stage (Bamzai, 2006).
Bollywood exemplifies this soft power, promoting India's cultural prestige just as Hollywood does for the US (Diwakar, 2006; Nye, 2005).
Indian leadership and political figures highlight soft power as crucial for international influence:
- Manmohan Singh (2011): Emphasized India's soft power in cultural exchanges.
- Narendra Modi: Advocated cultural diplomacy through initiatives like 'World Yoga Day' (2015) and investment in technology and the creative economy.
The relationship between cultural diplomacy and India's emerging economy is significant, where media and cultural productions facilitate geopolitical engagement (Athique et al., 2018a, 2018b).

The combination of cultural and economic goods is increasingly blurred as mediated global economies rise.
India Brand Equity Foundation: Promotes a favorable image of India through media and communication strategies, necessitating a receptive audience for soft power to succeed.

Conducted qualitative reception studies in Metro Manila (Philippines) and Chiang Mai (Thailand) during 2015.
Sample groups consisted of youths (18-25) and adults (25-45) across varying socio-economic backgrounds, focusing on 120 respondents total.
Data collection involved questionnaires before and after screening selected Bollywood films.
Filipino respondents included familiar faces like Sindhis and Punjabis who have ongoing cultural ties with India, affecting perceptions.

Geographic and Cultural Context:
- Limited cultural proximity due to historical Spanish and American colonial influence, interrupting direct cultural exchanges.
Focus Group Findings:
- India associated with underdevelopment and poverty—contrasts shaped by films seen.
- Films challenged existing negative stereotypes about India, showcasing modernity and cultural diversity.
- Notable film : Three Idiots (Aamir Khan) resonated with youth and addressed pressures in academic settings.

Respondents observed Bollywood films as a surprise, revealing India’s modern aspects ignored by media narratives.
Comparisons between India and the Philippines drew parallels in colonial histories and social dynamics.
Negative stereotypes persisted, but many respondents expressed admiration for India's emotional depth and cultural richness in films.

Cultural Context of Chiang Mai and Chiang Rai:
- Historical trade links and Buddhist ties influence perceptions of Indian culture.
Focus Group Findings:
- Mixed familiarity with Bollywood films; middle-aged groups had some exposure while rural youth welcomed Indian serials.
- Films depicting Indian traditions elicited admiration but also stereotypical views of Indian society and the status of women.
Urban youth preferred Korean media, highlighting cultural perceptions of beauty and perceptions of Indian media as outdated.

The responses outlined in the studies suggest media exports significantly influence cultural diplomacy, providing an opportunity to reshape perceptions of India.
The findings challenge existing preconceptions of India as a backward society while revealing the persistence of stereotypes influenced by both local and global media.
Future engagement in soft power requires addressing these stereotypes and promoting a broader understanding of India's rich cultural landscape across its diaspora and abroad.