Winning Hearts and Minds: Soft Power, Cinema, and Public Perceptions of the United States and China in Brazil

Abstract

In this article, we explore the relationship between soft power projection and public opinion, specifically investigating how cinema as a soft power resource can shape people's positive perceptions about a country. While soft power has been defined as a form of persuasive power associated with intangible resources such as culture, ideology, and institutions, the link between these resources and public opinion has received limited attention in previous research. This study aims to fill this gap by using the film industry as a proxy for soft power projection. We compare the United States’ and China's soft power sources and projections through an online survey with 908 participants in Brazil. Our findings indicate that exposure to soft power via films can shape people's positive perceptions of countries. However, some dimensions of soft power appear to be more challenging to activate than others, such as patriotic films’ association with admiration for US military power. The study also discovered that soft power activation may be context dependent, with greater knowledge of a country's soft power resources in a particular context leading to increased soft power projection/activation. We contribute to research by empirically expanding our understanding of soft power dynamics and how power resources can be converted into public opinion in world politics.