Thai Film and The Soft Power Concept in the International Film Industry

Currently, films play a significant role as a result of soft power. Consequently, many countries have turned to utilizing soft power to enhance their appeal and persuasive power through films. This academic article focuses on studying soft power policies in the economic dimension, concerning the high-standard international film industry. It is an industry that is robust and self-reliant. The authors have compiled information from related documents and interviews with personnel in the film industry to extract lessons on the main principles, the role of films, resources, and cultural norms in films. These are intended as data for application to maximize benefits for Thailand’s film industry. The study found that soft power in the dimensions of political science and economics has different meanings in detail. The United States, the Republic of Korea, and Japan initiated the concept of soft power in the dimension of political science, aiming for outcomes in international relations. Meanwhile, China, India, and Thailand started from a national agenda for direct economic development. However, all six countries use films as a crucial resource to achieve the desired outcomes, with the intention of using films in the following aspects: 1) The United States uses the method of instilling faith for the world to accept the actions of the U.S.; 2) China uses films as a tool to present entertainment for social creativity; 3) The Republic of Korea uses a method that integrates art and economy, referred to as commercial art in film work; 4) Japan presents films that portray a friendly, neutral image as a country of creativity and imagination as well as presenting common stories that occur in Japanese culture; 5) India prioritizes the Bollywood film industry, using Hindi for communication; and 6) Thailand focuses on presenting Thai identity in films, but the characteristics of Thai identity must be deeply understood to achieve a direction in presenting Thai identity further.