Constructing national identity: a strategic analysis of film marketing in patriotic cinema

Abstract

Patriotic films have been instrumental in shaping and promoting narratives of national identity in India in the 21st century. Since film marketing is the first touchpoint of a film for viewers, it is important to examine the impact of film marketing on national identity in patriotic films to reveal how promotional efforts shape the depiction of patriotism in cinema. Therefore, this study aims to analyze the utilization of national symbols in the marketing of patriotic films and their emotional impact on viewers, focusing on films released between 2013 and 2023. The thematic analysis categorizes films into distinct groups- Action and Adventure, National Milestones, Political Drama, and Social Responsibility. The methodology encompasses film selection, categorization, trailer analysis, and sentiment analysis of viewer comments through python libraries of VADER and TEXTBLOB. Findings reveal a significant emphasis on nationalist themes, with evolving portrayals reflecting India's dynamic political landscape. National Milestone films consistently rose, emphasizing historical achievements, while Political Dramas fluctuated, strong initially but declining later. Sentiment analysis showed positive reception, resonating with national pride, yet comments varied widely. National symbols like flags and landmarks strategically reinforced patriotic themes in trailers, enhancing emotional impact. Despite these insights, the study acknowledges limitations such as the potential overlap of thematic categories and the subjective nature of sentiment analysis. Overall, this research contributes to understanding how film promotion of Bollywood patriotic genre of movies navigates and reflects national sentiments, highlighting its role in shaping cultural narratives and fostering collective identity among audiences.