Unraveling Bollywood’s Propaganda: A Framework for Analysing Political Narratives in Indian Cinema

Abstract

This research paper delves into the intricate relationship between Bollywood cinema and propaganda. Bollywood, India’s film industry, has been a powerful force in shaping national identity and cultural norms. However, as with any form of media, films can serve as vehicles for propagating ideologies and agendas. Against the backdrop of the Bharatiya Janata Party (BJP)-led government’s second tenure, marked by an upsurge in propaganda-laden films, this paper seeks to develop a comprehensive framework for evaluating propaganda elements in Bollywood movies. Drawing inspiration from Herman and Chomsky’s propaganda model and Matthew Alford’s adaptation of it for Hollywood, this research establishes the Bollywood propaganda model. The model comprises five key filters namely, concentrated corporate ownership, advertising, sourcing, flak and the enforcers and anti-‘other’ as a control mechanism. This research paper underscores the applicability of the propaganda model to Bollywood, shedding light on the industry’s role in shaping public perceptions and beliefs. While the model offers valuable insights, further research is needed to address the complexities and variations within the Bollywood film landscape comprehensively. Continuous exploration and refinement of the framework are essential for a more nuanced understanding of propaganda’s implications in Bollywood cinema.