Cinema as soft power: China’s strategic narratives in Brazil

Key Points

China's use of cinema as soft power shows both promise and challenges in Brazil, especially due to Hollywood's influence.
Key initiatives like the Looking China Youth Film Project aim to enhance cultural ties, although audience reach remains limited.
The delayed 2017 co-production agreement illustrates the complexities of cultural exchanges between China and Brazil.
This analysis highlights the need to understand the implications of China's cinematic strategies within China–Latin America relations.

Abstract

Abstract This paper examines how China leverages cinema as a soft power tool in Brazil, focusing on film festivals, co-productions, and Confucius Institute initiatives. Adopting a poststructuralist approach, it analyzes the strategic narratives embedded in these efforts and their reception by Brazilian audiences. While initiatives like the Looking China Youth Film Project show promise, challenges persist, including Hollywood’s dominance and limited audience reach. The delayed 2017 co-production agreement underscores the complexity of bilateral cultural engagement. By highlighting both the potential and limitations of China’s cinematic strategy, the paper contributes to understanding the cultural dimensions of China–Latin America relations.

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