Obstacles to Using Chinese Film to Promote China’s Soft Power: Some Evidence from the North American Market

Abstract China’s use of film to project soft power has been unsuccessful. However, the generation of soft power through its film industry is not China’s highest priority. The pursuit of soft power, including through film, is much more directed toward the domestic audience in China, reflecting the greater importance of political and social stability, along with ensuring the patriotism of youth. Moreover, given the origins of the soft power concept and the methodologies used to evaluate countries on a soft power scale, countries that are not liberal democracies will never be able to score high on any soft power ranking. Using empirical data such as box office figures, and Chinese and Western media sources, it will be shown that the lack of success of Chinese films in overseas markets stems in part from structural reasons beyond China’s control, but also in part because of decisions made by Chinese state officials and the filmmakers themselves.