Films as French Soft Power: The Case of Thailand

Abstract

The film is not simply the most profitable cultural industry, but it is also considered the most powerful tool of “soft power. As “soft power,” film is used by the state to promote its culture, civilization, and positiveness of the country as well as forms the positive perception to the public. In the case of France, the Ministry of Europe and Foreign Affairs has appointed Alliance Francaise and French Institute as cultural representative to promote the French language, culture, and civilization to the public in oversea. As a result, people have a positive image of France and maintain a soild diplomatic relationship, as exemplified by the case of Thailand. This study aims to understand French foreign cultural policies towards Thailand and understand how films serve as an instrument of soft power of France in Thailand. It is questioned how does the French government promote French culture and cultural goods to create a positive perception of France in Thailand. The hypothesis is that The French government tries to create a positive perception of France in The eye of the Thai public by using films, both French and foreign. The study concludes that France exercises its soft power in Thailand through its foreign cultural policies according to which film is used as a tool to form a positive perception of France in the eye of the Thai public. France’s foreign cultural policies are conducted in Thailand through an agency under the Ministry of Europe and Foreign Affairs, in this case the Alliance Francaise. The Alliance Francaise of Bangkok organizes the cultural events such as film festivals, French language classes as well as arts and fashion exhibitions in order to introduce French culture as well as the Frenchness to the Thai public since 1912. Film is one of the tools of French soft power and employed by the Alliance Francaise to shape the ideas and perceptions of the Thai audience of France. The richness of genres and themes of the films selected by the AF to be screened in Thailand represents openness, multiculturalism, equality and democracy of France.