Cinematic Soft Power, Media Literacy and Cultural Diplomacy: A Comparative Analysis of the Influence of Kannywood, Nollywood and Bollywood on Public Perceptions and Policy Formation

This article examines the multifaceted role of cinema as an instrument of cultural diplomacy, focusing on three prominent film industries: Kannywood, Nollywood and Bollywood. Drawing on Soft Power Theory, Cultural Imperialism Theory and Transnationalism Theory, the study explores how these cinematic sectors project national cultural identities and values to global audiences, thereby influencing public perceptions and policy decisions. In addition, the research incorporates the concept of media literacy-the capacity to critically access, analyse and evaluate media messages-to assess how informed audiences engage with cinematic narratives and deconstruct underlying ideological messages. Through a comprehensive review of literature, film analyses and interviews with industry stakeholders, the study investigates the mechanisms through which these film industries promote intercultural dialogue, stimulate economic development and influence diplomatic engagements. The findings reveal that while Kannywood, Nollywood and Bollywood serve as potent soft power assets that facilitate cultural exchange and economic integration, they also raise critical questions regarding cultural homogenisation and the reinforcement of hegemonic narratives. This study underscores the importance of developing coherent cultural policies that support creative expression and robust media education, thereby preserving cultural diversity and authenticity in an increasingly globalised digital era.