The Chinese film industry's soft power implications.

摘要

Film as a medium has been utilized as soft power in many contexts, and China is making a concerted effort to use their film industry in the same way. Chinese-language film has the potential to be a form of soft power. Through the conveyance of a non-threatening traditional Chinese culture in Chinese-language film, the Chinese government hopes to influence American audiences' perceptions of China. The Chinese film industry reforms have fallen in line with this policy. The increasing prevalence of joint productions between the Chinese film industry and American studios means more economic cooperation, as well as increased distribution of Chinese-language films in the United States. The increased demand for these films demonstrates that Chinese-language films can be used as soft power if American interest and demand can be sustained. Chinese filmmakers and American studios have discovered that the formula of martial arts, big stars, intricate cinematography, special effects, and elements of mythical China will sell to American viewers. Hollywood has capitalized on this knowledge, while China still struggles to use their own cultural products in their films. There are some limitations to film as a form of soft power, as negative images of China could also develop. If the Chinese film industry can produce high-quality films and sustain American interest in Chinese-language films, then film can potentially be a valuable soft power tool that can improve China's image.