ANALYSIS OF COMMUNICATION DYNAMICS IN CINEMATIC SMOKING PORTRAYALS IN INDIAN MOVIES

Cinematic narratives play a pivotal role in shaping societal perceptions and behaviors, particularly concerning health-related issues. This study examines the intersection of health communication and cinematic portrayals of smoking in Indian films from 2010 to 2020. Using a systematic content analysis, we analyze character attributes, narrative contexts, visual representations, and the construction of perceived coolness in smoking scenes to understand their public health implications. A sample of 20 films was selected based on the saturation principle, revealing that smoking appeared in all analyzed movies, with male characters depicted smoking more frequently than female characters. The findings indicate that smoking is often portrayed as a symbol of rebellion,introspection, or allure, and is typically framed using cinematographic techniques such as dynamic camera angles and dramatic lighting that amplify its visual and emotional impact. The concept of perceived coolness emerges as central, portraying smoking as both glamorous and injurious, complicating health communication efforts. The study underscores the necessity for collaboration between the entertainment industry and public health advocates to promote responsible cinematic narratives. By highlighting the cultural symbolism, emotional associations, and gendered dynamics of smoking portrayals, this research advocates for strategic health communication interventions to counteract its glamorization in popular media. Keywords: Cinematic narratives, Health communication, Smoking portrayals, Indian cinema, Perceived coolness, Public health communication