Cinematic Cultural Products: The Role of Hindi Films in Nation-Building and Audience Engagement

Ravi Sehrawat () and Sachin Bharti ()
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Ravi Sehrawat: University School of Mass Communication, GGSIPU
Sachin Bharti: University School of Mass Communication, GGSIPU

A chapter in Marketing in a Digital World, 2026, pp 231-253 from Springer

Abstract: Abstract This study examines the impact of Hindi cinema as a cultural product that significantly contributes to the discourse of nation-building in India, particularly through marketing communication strategies embedded in cinematic narratives. This research explores how Hindi films reflect and reconstruct national identity by employing critical discourse analysis (CDA) on four influential films while engaging audiences in social change and civic responsibilities. Despite addressing the social issues, besides fostering patriotism and national development, the role of Hindi films has gained limited academic attention. This research addressed that knowledge gap by illustrating how these films redefine patriotism as a dynamic cultural force and linking them to national progress. This study reveals the ideological constructs within these films through close examination of narrative structure, dialogues, and visual elements, along with implications for marketing communication strategies promoting civic engagement. Hindi cinema presents a multifaceted portrayal of patriotism, framing it as a call for social responsibility and collective action. This research highlights the role of cinema in shaping evolving definitions of patriotism and civic duty in modern India and contributes to the academic discourse on media, culture, and nationalism. The findings emphasize the potential of cinema as a powerful tool in marketing communication and advertising, capable of driving consumer behavior toward societal engagement.

Keywords: Hindi cinema; Nation-building; Critical discourse analysis; Marketing communication; Consumer behavior; Social change; Cultural products (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6505-4_12

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DOI: 10.1007/978-981-95-6505-4_12

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