The Chinese Love Affair with Indian Films: A Promising Future

Muhammad Yaqoub, Zhang Jingwu and Jonathan Matusitz
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Zhang Jingwu: Zhang Jingwu, PhD, is a Professor at School of Communication, Fujian Normal University, Fuzhou, China. His research interests include film and drama studies, film theory and mass communication.
Jonathan Matusitz: Jonathan Matusitz, PhD, is an Associate Professor in the Nicholson School of Communication and Media at the University of Central Florida. His academic interests include media studies, intercultural communication and organisational communication.

India Quarterly: A Journal of International Affairs, 2023, vol. 79, issue 3, 370-386

Abstract: This cross-sectional study examines the acceptance of Indian cinema among Chinese cinephiles to determine how the audience perceives and is influenced after watching Indian films. Researchers surveyed the local Chinese audience and collected 2,129 valid self-structured e-questionnaires. Respondents belonged to Mainland China. Results showed significant characteristics that make Indian movies attractive to about 50% of the Chinese population. Findings also indicate that Chinese people still welcome good stories from India in blockbuster Bollywood films, despite tense Sino-Indian relations. Indian cinema plays a significant role as a soft power bridging both nations. The Indian film industry will continue to evolve to satisfy the audience’s needs in the future.

Keywords: Bollywood; China’s film market; Chinese audience research; Indian films; quantitative study; soft power (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:indqtr:v:79:y:2023:i:3:p:370-386

DOI: 10.1177/09749284231183333

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