نقش سینمای عامه پسند هند (بالیوود) در ساخت بندی تصویر و برندینگ ملت هند: ادراک جهانی هندوستان جذاب (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هند امروزه یک قدرت تأثیرگذار در نظام بین الملل است. صنعت و اقتصاد درحال رشد و دموکراسی پهناور و متکثر، از مواردی است که تصویر هند را برمبنای ابژه های نظام جهانی ساخت بندی کرده است. سینمای هندوستان (بالیوود) نیز ازجمله منابع و عوامل مهم و تأثیرگذار در بافت و ساختار هویت ملی هند و همچنین ادراک تصویر و برندینگ هند جهانی در محیط بین الملل امروزی است. هدف پژوهش حاضر، بررسی نقش بالیوود در ساخت بندی و بازسازی تصویر و برندینگ هند است. مقاله با روشی توصیفی-تحلیلی و برمبنای منابع کتابخانه ای و رسانه ای به بررسی این امر می پردازد. برهمین اساس سؤال اساسی پژوهش حاضر این است که اصولاً بالیوود چه نقشی در تصویرسازی و ادراک مثبت برندینگ ملی هندوستان در نظام بین المللی دارد؟ مقاله در پاسخ به سؤال پژوهش، بر این امر تأکید می کند که بالیوود با ابزارهای به روز و ازطریق ساخت بندی هویت ملی هندی و گسترش جذابیت مبانی هویت ملی و موجودیت فرهنگی-سیاسی کشور هندوستان، نقش مهمی در گسترش ادراک مثبت برندینگ ملت هند و افزایش محبوبیت آن دارد.The Role of the Popular Indian Cinema (Bollywood) in Image Construction and Nation Branding of India: Global Perception of India's Attraction
Today, India has become an influential power in the international system. The industry and the growing economy and diverse - big democracy, have made the image of India based on global objects. Indian cinema (Bollywood) is one of the most important and influential factors in the structure of Indian national identity, as well as the perception of India's global image and its branding in international environment. The study aims to researching on role of Bollywood in the construction and reconstruction of India's image and Indian nation branding. The paper methodology is descriptive-analytical method based on library and media resources. Therefore, the main question of this paper is what is the role of the Bollywood in India's making image and positive perception of India's nation branding in international system? The paper first conceptualizes the meanings of nation branding and then in response to the main question, this paper emphasizes that the Bollywood with the updated tools, has played an important role in spreading the positive perception of India's nation branding and increasing its popularity around the world by the construction of Indian national identity, the expansion of the attractiveness of the foundations of national identity and the cultural-political existence of India Introduction Today, India is increasingly regarded as one of the fastest growing economies in the world with a secular and pluralistic style of governance. Now India is one of the biggest economic and political powers. In addition, the global image of India on the basis of different economic, cultural and political components is moving towards positive perception and it becoming attractive. One of the main components of the expansion of India's positive global branding is Bollywood cinema. Accordingly, this study seeks to examine the role of Bollywood in rebuilding and expanding the positive image of India and its brand in the international environment. Therefore, the main question of the present study is what is the role of Bollywood in portraying and positively perceiving India's nation branding in the international system? The purpose of the present study is to explore the historical conceptualisation of Indian cinema (Bollywood) and its role in reconstructing the image and branding of creative, new and incredible India. The article firstly analysing the historical influence of Bollywood in the world through the concept of nation branding and after that this paper emphasizes that Indian popular cinema plays an important role in expanding the positive perceptions of Indian nation branding and increasing popularity and Indian soft power in all over the world. Moreover, Indian cinema using up to date methods for shaping Indian national Identity and by doing so India's attractiveness growing up and India identifying as a cultural-political entity in all over India. Bollywood has made India to expand its soft power, and bring a moderate image of India to the world. Despite large population and widespread poverty in India, this country has been able to move the foundations of development all over the country and bring attractiveness and global branding to India while attracting international capital for process of development in India. Now India is a pluralistic, secular and peaceful power. Research Methodology The present study investigates the role and impact of Bollywood in the internationalization of image of India through a qualitative method based on a descriptive-analytical approach and through library and media sources. On this basis, the paper first explains the theoretical frameworks of the research and the concept of Bollywood cinema and its influences and then explores the history and explanation of Bollywood as one of the foundations of India's soft power. Discussion Nowadays, the Indian cultural industry, especially Bollywood, has a major role in the India's nation branding as a whole and as an entity. Bollywood is one of the key factors in globalizing India's image, making it attractive and attracting international capital to India. Bollywood plays an important role in India's national unity as well as rebuilding India's national image and branding in abroad. The term which most widely used to describe India in Bollywood is “unity in diversity”. Some people have acknowledged that there are two things that can be done to bring Indian together. These are two things: Bollywood and cricket. Indian public cinema plays an important role in defining and designing the feeling of nationality in people's minds. Bollywood plays an important role in India's foreign policy and shaping regional and international thinking about India. Bollywood is spreading day by day in many countries around the world including Europe and East of Asia. Indian cinema has gained popularity in China, Pakistan, Middle East countries, Africa and so it has become part of the modernity culture in various countries. The people of the Asia and Africa have a positive feeling about Bollywood and they are culturally and socially close to Indian cinema, and they see the story of Indian films as the story of their own lives. The importance of family values, romance and boundless emotion in Bollywood cinema has created a special style of cinema in the world which is belongs to India. Accordingly, this cinema has gained a lot of fans and has enhanced the positive image, fame and popularity for India. Conclusion There has been a lot of criticism on Indian cinema. Domestic critics of Bollywood have acknowledged that there are basically few Indians who can describe their lives to mainstream Bollywood and ask them to make it a movie. They say Bollywood in its current form is not a true image of India and Indian society. Because it causes the Indian poor people to ignore the structural-systemic factors of poverty, discrimination and corruption in India and have a dreamy image of India. This benefits the upper classes and international companies that invest in Bollywood and the Indian economy. Radical political groups see Bollywood as part of the capitalist system which reproducing poverty, corruption, and increasing class distances and discrimination in Indian society and naturalizing misery for Indian. They believe that Bollywood causes the spread of influence of capitalism and its values in Indian traditional- religious society and millions of Indians are accustomed to be extremely poor by Bollywood, so they see their poverty as natural. Despite the overwhelming criticism, every day we are witnessing the expansion of Bollywood's role in the political, religious, social, economic and cultural life of the Indians. Fundamental criticism of Indian cinema has enhanced the creativity of this cinema. Today, many of India's social, economic, cultural and political issues and crises are being screened through Bollywood cinema. Domestic and international political conflicts and their various solutions are provided through Bollywood. For example, today's Indian cinema industry plays an important role in reducing the political and cultural tensions between ordinary people of Indian and Pakistani society. Many cultural, social and religious problems arising from India's traditional structure and their solutions are display through Bollywood. Today, it also plays a cultural and educational role. Despite the enormous criticism on Bollywood, the commercial cinema's role in maximizing profits on the world market, positively portraying India, shaping the Indian national identity and creating a new job market for millions of Indians is undeniable. In addition, Bollywood cinema has expanded the positive global image of India (despite its large population, corruption, poverty, and extreme inequality) and attracting millions of tourists and bringing economic capital to India. Finally, Bollywood and the Indian cultural industry today play an important role in portraying and positively expanding the India's nation branding in the world and it is an essential part of India's soft power tools.
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