Cinema transcends mere entertainment, serving as an effective tool in soft power by shaping perceptions and enhancing political narratives. Its methods vary from portraying a heroic image of the military to rewriting history.
The concept of "soft power" originates from American political scientist Joseph Nye, who defined it as "the ability to influence others without coercion, through cultural appeal and values." Nye noted in his book "The Future of American Power" that "images convey values more powerfully than words," highlighting the importance of cinema as an influential tool.
Event Details
Hollywood is considered the largest promoter and source of visual symbols in the world, where films serve not only as direct propaganda tools but also build stories and characters that embody specific values. Instead of a country declaring, "We are strong," it presents a film showcasing a hero who embodies that strength, reflecting cinema's ability to shape public opinion.
Numerous studies indicate that cinema plays a crucial role in shaping public opinion, especially in societies that rely on imagery as a primary source of information. The Harvard Kennedy School confirmed that cultural products, including films, are part of international influence tools.
Context and Background
The relationship between cinema and the state takes various forms, from unannounced support to production facilitation, as seen in the United States, where the Department of Defense supports several films in exchange for script reviews. Filmmakers in Hollywood have used cinema to promote certain cultures and distort specific ethnicities, as demonstrated by researcher Jack Shaheen in his book "Reel Bad Arabs."
In the 1980s, films like "Rambo: First Blood" and "Commando" contributed to building the legend of the American soldier capable of achieving victory, even in contexts of defeat. President Ronald Reagan referenced the impact of that fictional image in a speech in 1985.
Consequences and Impact
The relationship between cinema and military policies continues through films addressing American wars, such as "American Sniper" and "Zero Dark Thirty," which focus on the psychological dimensions of characters and present controversial portrayals of events. The film "Zero Dark Thirty" sparked debate over the role of harsh interrogation techniques in obtaining intelligence.
In recent years, China has emerged as a rising cinematic power, using cinema to reshape its global image, as seen in the film "The Wandering Earth," which presents a collective vision rather than focusing on individuals. Meanwhile, Iranian cinema offers a different model, focusing on the ordinary individual and the details of daily life, as exemplified in Asghar Farhadi's film "A Separation."
Impact on the Arab Region
In recent years, new models have emerged in using cinema as a tool for soft power, such as the Saudi experience, which has transitioned from a lack of theaters to an attempt to build a comprehensive film industry. Since lifting the cinema ban in 2018, the Kingdom has begun developing local infrastructure and supporting production, reflecting a cultural shift within "Vision 2030."
The boundaries between art and politics are increasingly blurred, making cinema an effective tool in shaping reality. Between the myths constructed on screen and the narratives rewritten, the cinematic image remains one of the most powerful tools of influence in today's world, waged without bullets.