Assignment 205A: India’s Soft Power in the 21st Century: Media, Culture, and Global Influence
India’s Soft Power in the 21st Century: Media, Culture, and Global Influence
Assignment 205A: India’s Soft Power in the 21st Century: Media, Culture, and Global Influence. This blog is part of an assignment for paper 205A- Cultural Studies
Table of contents:
Personal Information
Assignment Details
Abstract
Keywords
Introduction
Cultural Production and Cinema as Soft Power
Media, Communication, and Political Influence
Sports and International Cultural Relations
Identity Negotiation and Global Perception
Postcolonial Perspectives and Cultural Studies
Reflective Insights: Observing India’s Soft Power in Practice
Conclusion
References
Personal Information:
Name: Srushtikumari Chaudhari
Batch: M.A. sem 3 (2024-2026)
Enrollment number: 5108240011
E-mail: srushtichaudhari1205@gmail.com
Roll number: 29
Assignment Details:
Topic: India’s Soft Power in the 21st Century: Media, Culture, and Global Influence
Paper & subject code: 205A- Cultural Studies
Submitted to: Smt. Sujata Binoy Gardi, Department of English, MKBU, Bhavnagar
Date of Submission: 08/11/2025
Abstract:
Soft power, a concept popularized by Joseph Nye, refers to a nation’s ability to shape the preferences of others through attraction and persuasion rather than coercion. India, as one of the largest democracies and a culturally diverse nation, has leveraged its soft power through media, popular culture, cinema, diplomacy, and sports. This paper examines the multiple dimensions of India’s soft power, drawing upon scholarly, governmental, and media sources. It highlights how cultural assets, from Bollywood cinema to traditional arts, form a critical part of India’s global image, while digital media and contemporary narratives amplify influence internationally.
The analysis also engages with identity negotiation and postcolonial perspectives, considering how India navigates global perception in a competitive geopolitical landscape. Drawing on the Brand Finance Soft Power Index 2024, government reports, academic analyses, and case studies such as the film RRR, the study explores the interplay of cultural diplomacy, media representation, and global engagement. By examining India’s strategies and their effectiveness, the paper provides insights into the complexities of projecting soft power in the 21st century. It concludes by reflecting on the ethical, political, and cultural implications of India’s soft power initiatives and the role of media and popular culture in shaping national and international identities.
Keywords:
India,
Soft Power,
Cultural Diplomacy,
Media,
Bollywood,
Global Influence,
Identity Negotiation,
Postcolonial Perspectives
Introduction:
The concept of soft power emphasizes the ability of a nation to shape the global environment through attraction, persuasion, and influence rather than military or economic coercion. India’s rich cultural heritage, diverse media landscape, vibrant cinema, and democratic values constitute significant tools for exercising soft power. In the contemporary geopolitical context, where global perceptions significantly impact trade, diplomacy, and international cooperation, India’s soft power initiatives are vital for asserting its position on the world stage.
According to the Brand Finance Soft Power Index 2024, India continues to strengthen its global influence through culture, governance, education, and digital engagement (Brand Finance). The nation’s soft power is multifaceted, encompassing historical legacies, contemporary cultural production, sports diplomacy, and global media narratives. Bollywood, as Virdi observes, functions as a transnational cultural instrument, promoting India’s identity and values to international audiences (Virdi). Meanwhile, initiatives in sports, education, and technology reinforce India’s presence as a soft power actor (Jarvie).
The interplay of media and politics also shapes India’s soft power trajectory. Scholars like Mahmud et al. and Vashishtha highlight the role of media in framing political narratives, influencing domestic perception, and projecting a curated image internationally (Mahmud; Vashishtha). Media narratives, whether through news, cinema, or digital platforms, serve as critical instruments in constructing national identity and projecting cultural influence.
Furthermore, identity negotiation is central to understanding India’s soft power. Galliher et al. argue that national identity, cultural representation, and global engagement are interlinked, and the negotiation of identity occurs both domestically and internationally (Galliher et al.). India’s soft power strategies thus reflect a continuous negotiation between cultural heritage, contemporary expression, and global expectations.
This paper examines India’s soft power through four primary lenses: cultural production and cinema, media and communication, sports and international cultural relations, and identity negotiation in global contexts. Each lens is analyzed critically, reflecting on theoretical frameworks, policy initiatives, and empirical evidence from recent studies, government reports, and cultural case studies.
Cultural Production and Cinema as Soft Power:
India’s cultural assets, including traditional arts, music, dance, and cinema, serve as key instruments of soft power. Bollywood, in particular, has emerged as a global cultural phenomenon, extending India’s influence across continents. Jyotika Virdi notes that Bollywood functions both as a domestic cultural unifier and a transnational ambassador, transmitting Indian values, aesthetics, and narratives to global audiences (Virdi). Films such as RRR, produced by DVV Entertainment and directed by S.S. Rajamouli, exemplify the international reach of Indian cinema, combining historical narratives with contemporary cinematic techniques to engage audiences worldwide (Charan, Bhatt, Devgn).
Cultural production in India operates as a form of narrative diplomacy. Hall emphasizes that popular culture, including cinema, communicates India’s soft power effectively, shaping perceptions of the nation as vibrant, democratic, and culturally rich (Hall). Films, music, and performing arts function as tools for projecting cultural values and promoting intercultural understanding. By exporting narratives rooted in Indian history and mythology, Bollywood plays a crucial role in constructing India’s global cultural image.
Governmental support for cultural diplomacy further strengthens India’s soft power. Initiatives by the Ministry of External Affairs, including festivals, international film screenings, and cultural exchange programs, provide platforms for showcasing India’s heritage and contemporary creativity (MEA Annual Report 2024). Such programs not only enhance visibility but also foster cross-cultural dialogue, building goodwill and influence in international relations.
Moreover, cinema’s role in constructing national identity is intertwined with global perception. By producing narratives that celebrate diversity, resilience, and historical achievements, Bollywood contributes to a cohesive national image while engaging international audiences. Through these mechanisms, cultural production emerges as a potent component of India’s soft power strategy.
Media, Communication, and Political Influence:
Media plays a pivotal role in shaping perceptions, constructing narratives, and facilitating soft power projection. Mahmud et al. argue that media power relations in politics significantly influence public understanding, international perception, and policy outcomes (Mahmud et al.). In India, mainstream media, digital platforms, and news channels collectively contribute to projecting an image of the nation that aligns with diplomatic objectives and cultural representation.
Vashishtha highlights the impact of media on political communication, emphasizing how media narratives construct a shared understanding of national priorities, values, and achievements (Vashishtha). By leveraging media strategically, India communicates its achievements in technology, education, and culture, reinforcing its soft power position. Digital platforms, in particular, provide a global reach, enabling India to engage with diverse audiences and cultivate influence beyond traditional diplomatic channels.
Brand Finance observes that India’s soft power is increasingly mediated through digital engagement, with online content, social media campaigns, and digital diplomacy amplifying global impact (Brand Finance). Media thus operates as both a domestic and international instrument, shaping perceptions, reinforcing identity, and facilitating cultural diplomacy.
The role of cinema and media in soft power is further exemplified by transnational productions. RRR and other films integrate historical, cultural, and political themes, allowing audiences to engage with India’s narratives while reflecting contemporary societal values. Such media products serve as cultural ambassadors, bridging domestic identity and global perception, and reinforcing India’s position as a creative and influential nation.
Sports and International Cultural Relations:
Sports serve as an additional dimension of India’s soft power. Jarvie emphasizes that international sports participation, athletic achievements, and sports diplomacy foster cross-cultural engagement and enhance a nation’s global reputation (Jarvie). India’s investment in international sporting events, both as participants and hosts, contributes to global visibility and builds relationships with other nations.
Sports function as a non-contentious arena for diplomacy, allowing India to cultivate goodwill and cultural exchange. Cricket, historically a major influence, continues to play a critical role in regional soft power, while emerging sports and international collaborations expand India’s reach. Beyond competitive success, sports embody values of cooperation, discipline, and inclusivity, reinforcing India’s global image as a nation committed to excellence and intercultural engagement.
In combination with media and cinema, sports reinforce soft power by creating narratives of achievement, national pride, and cultural participation. These narratives resonate globally, contributing to India’s influence in multiple domains of international relations.
Identity Negotiation and Global Perception:
The projection of soft power involves continuous negotiation of identity. Galliher et al. highlight that identity negotiation is a dynamic process in which nations, groups, and individuals manage perceptions and adapt strategies to navigate global contexts (Galliher et al.). India’s soft power initiatives exemplify this negotiation, balancing traditional heritage with modern aspirations and responding to international expectations.
China-India relations illustrate the geopolitical dimension of identity negotiation. Wang observes that India must navigate complex regional dynamics, projecting cultural and diplomatic influence while engaging in strategic competition (Wang). Soft power strategies, including cultural diplomacy, media engagement, and global partnerships, serve to negotiate identity, influence perception, and establish credibility on the global stage.
Soft power also entails ethical responsibility. Cultural production, media narratives, and diplomatic initiatives must avoid perpetuating stereotypes or oversimplifications. By integrating reflective, inclusive, and ethically informed strategies, India enhances its soft power legitimacy and strengthens long-term international influence.
Postcolonial Perspectives and Cultural Studies:
Postcolonial theory provides a critical lens for understanding India’s soft power. San Juan argues that cultural studies frameworks, drawing on Raymond Williams, enable an examination of power, culture, and identity in complex social contexts (San Juan). India’s soft power emerges within postcolonial dynamics, negotiating historical legacies, contemporary agency, and global perception.
Cultural studies approaches highlight the interplay of media, popular culture, and political representation in constructing soft power. They reveal how narratives of democracy, diversity, and resilience are strategically mobilized to shape international perception while reinforcing domestic cohesion. By employing postcolonial and cultural studies insights, India can critically assess the effectiveness and ethics of its soft power initiatives.
Reflective Insights: Observing India’s Soft Power in Practice:
Engaging with India’s soft power initiatives through the lens of media, culture, and diplomacy provides an opportunity to reflect on the practical impact of these strategies on both domestic and global audiences. Observing cultural products, particularly cinema, illustrates how narratives of history, identity, and aspiration are leveraged to project influence internationally. Films such as RRR do not merely entertain; they act as cultural emissaries, blending local stories with universal themes of heroism, resilience, and ethical struggle. Through these narratives, audiences across the globe encounter aspects of Indian culture, history, and social values, highlighting the capacity of soft power to transcend borders.
Digital media further amplifies this influence. Social media campaigns, streaming platforms, and online discussions extend the reach of Indian cultural narratives, engaging a diverse and global audience. From a reflective standpoint, it becomes evident that soft power is not a static tool; it is dynamically shaped by audience reception, interpretation, and interaction. The engagement of international viewers with Indian cultural products demonstrates how soft power relies not only on production but also on the relational space between content and audience.
Sports, another significant component of India’s soft power, offer observable insights into the negotiation of identity and global perception. Indian athletes’ participation in international competitions fosters admiration and establishes shared values of perseverance, teamwork, and excellence. Observing these events reveals how sports act as a nonverbal yet powerful medium for conveying cultural pride and national identity, complementing media and cinematic initiatives.
The reflective process also highlights the ethical dimensions of India’s soft power. While projecting cultural influence is valuable, it is crucial that narratives remain authentic, inclusive, and socially responsible. Oversimplification or selective representation of history, culture, or societal values risks undermining credibility. Reflecting on India’s soft power strategies underscores the importance of balancing narrative appeal with ethical responsibility, ensuring that the projection of influence aligns with the nation’s democratic and multicultural values.
From a personal standpoint, this exploration fosters a deeper appreciation of how culture, media, and diplomacy interact in complex ways to shape global perception. It demonstrates that soft power is both an intellectual concept and a lived practice, observable in everyday media consumption, global sporting events, and cultural exchanges. This reflection also encourages critical engagement with media, prompting questions about how narratives are constructed, whose voices are amplified, and how cultural diplomacy can be both effective and ethically grounded.
Ultimately, reflecting on India’s soft power through observation and critical analysis reinforces the notion that influence is relational, multidimensional, and deeply embedded in culture, media, and identity. It highlights the transformative potential of soft power, not only in fostering international goodwill but also in shaping a nation’s self-perception and engagement with the world.
Conclusion:
India’s soft power in the 21st century is multidimensional, encompassing cultural production, media, sports, and diplomatic engagement. Bollywood, media narratives, and sports diplomacy collectively shape global perceptions, reinforce national identity, and foster intercultural dialogue. Identity negotiation and postcolonial perspectives highlight the complex, ethical, and strategic dimensions of projecting soft power.
By integrating cultural, political, and ethical considerations, India leverages its heritage, creativity, and democratic values to influence global audiences. The ongoing challenge lies in balancing domestic realities with international expectations, ensuring that soft power strategies remain authentic, ethical, and sustainable. India’s experience demonstrates that soft power is not merely a tool of influence but a reflection of national identity, creativity, and relational engagement with the world.
References:
Brand Finance. Brand Finance Soft Power Index 2024. Brandirectory, 2024,https://static.brandirectory.com/reports/brand-finance-soft-power-index-2024-digital.pdf
Galliher, Renee V., et al. “Development and Validation of the Identity Negotiation Experiences and Strategies Scale.” Identity, vol. 25, no. 3, 2024, pp. 373–391. Taylor & Francis Online, https://doi.org/10.1080/15283488.2024.2377171.
Hall, Ian. “Communicating India’s Soft Power: Buddha to Bollywood.” Commonwealth & Comparative Politics, vol. 52, no. 3, 2014, pp. 451–452. Taylor & Francis Online, https://doi.org/10.1080/14662043.2014.924743.
Jarvie, Grant. “Sport, Soft Power and Cultural Relations.” Journal of Global Sport Management, vol. 9, no. 4, 2021, pp. 670–687. Taylor & Francis Online, https://doi.org/10.1080/24704067.2021.1952093
Mahmud, Amran, et al. “Media Power Relations in Politics: Critical Analysis Perspective.” International Journal of Law and Politics Studies, vol. 5, no. 5, Sept. 2023, pp. 49–57. Al-Kindi Centre for Research and Development,
Ministry of External Affairs, Government of India. Annual Report 2021–22. New Delhi, 2022, https://www.mea.gov.in/Uploads/PublicationDocs/34894_MEA_Annual_Report_English.pdf
Ministry of External Affairs, Government of India. Annual Report 2024. New Delhi, 2024, https://www.mea.gov.in/Images/CPV/140725MEAAnnualReport2024English.pdf
RRR [Roudram Ranam Rudhiram]. Directed by S. S. Rajamouli, performances by N. T. Rama Rao Jr., Ram Charan, Alia Bhatt, and Ajay Devgn, DVV Entertainment, 2022.
San Juan, Epiphanio. “Fundamentals of Cultural Studies: Extrapolations from Selected Texts of Raymond Williams.” Key Words: A Journal of Cultural Materialism, no. 4, 2003, pp. 78–93. JSTOR, http://www.jstor.org/stable/45367751
Vashishtha, Saksham. “An Introduction: The Impact of Media on Indian Politics.” International Journal of Creative Research Thoughts, vol. 11, no. 8, Aug. 2023, pp. 1–12. IJCRT, https://ijcrt.org/papers/IJCRT2308002.pdf
Virdi, Jyotika. “A National Cinema’s Transnational Aspirations? Considerations on ‘Bollywood.’” South Asian Popular Culture, vol. 15, no. 1, 2017, pp. 1–22. Taylor & Francis Online, https://doi.org/10.1080/14746689.2017.1351785
Wang, Vincent Wei-cheng. “‘Chindia’ or Rivalry? Rising China, Rising India, and Contending Perspectives on India-China Relations.” Asian Perspective, vol. 35, no. 3, 2011, pp. 437–69. JSTOR http://www.jstor.org/stable/42704764.
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