Since the early 2000s, the United States and China have been competing for influence in Latin America, with Brazil being a key player. Despite China’s growing economic ties with Brazil, US films dominate Brazilian cinemas, shaping public perceptions more effectively. Hollywood’s influence, long established as a global soft power tool, continues to project American values of individualism, freedom, and democracy. This cultural saturation helps foster positive attitudes towards the US, reinforcing its image as a land of opportunity and innovation.
Hollywood's soft power: still a force to reckon with
The dominance of Hollywood in Brazil is staggering. While Brazilian cinema itself is growing, surveys show that US films account for nearly 80 per cent of box office revenues in Brazilian theaters. The reach of American films, with their universal themes and global appeal, gives the US a strategic advantage. Films like Iron Man 3 and Transformers: Age of Extinction—co-produced with China—also extend Hollywood's footprint, albeit with limited cultural influence from China.
Through our study of 908 Brazilian participants, we found a clear link between exposure to US films and favourable opinions about American political and cultural values. This is consistent with soft power theory, which suggests that cultural exports can foster admiration and alignment with the exporting country’s ideologies. Hollywood’s global narrative of democracy, individualism, and capitalism appeals strongly to Brazilian audiences, much as it did during the Cold War.
China’s struggle to compete in Brazil's cinematic landscape
While China has become Brazil’s largest trading partner, its films have made little impact. Despite significant investments in its film industry, Chinese cinema struggles to gain traction globally, including in Brazil. Few Chinese films are screened in Brazilian theaters, and those that are tend to be overshadowed by Hollywood productions.
The Chinese government’s strict control over its film industry may be part of the problem. In contrast to the US, where creativity is often celebrated, China’s film industry operates under heavy censorship, which limits its ability to produce films with global appeal. Our research showed that even when Brazilians were exposed to Chinese films, their perceptions of China did not significantly improve, particularly in the realms of politics or military influence.
The importance of context in soft power activation
One of the key findings of our study is that the effectiveness of soft power depends on context. For example, films that portray military power, such as patriotic US films, tend to have a mixed impact on audiences. While some Brazilians admire American military strength, this admiration does not necessarily translate into broader support for US policies.
Similarly, our study suggests that cultural knowledge about a country enhances the effectiveness of its soft power. Brazilians who were more familiar with China’s cultural and economic role were slightly more likely to view the country positively. However, this effect was marginal compared to the overwhelming influence of US films.
What this means for Brazil's global role
Brazil finds itself in a unique position, balancing its historical ties with the US and its growing economic partnership with China. The cultural influence of Hollywood remains a powerful force, shaping public opinion in ways that economic ties alone cannot. For China, this presents a challenge: without significant cultural inroads, its influence in Brazil may remain limited, even as its economic power grows.
Ultimately, our study highlights the importance of cultural diplomacy in shaping international perceptions. As Brazil continues to engage with both the U.S. and China, the cultural messages conveyed through cinema will remain a key factor in the global contest for hearts and minds.
Read the detailed study in the Global Studies Quarterly: Miaofang Guan, Fabrício H Chagas-Bastos, Marislei Nishijima, ‘Winning Hearts and Minds: Soft Power, Cinema, and Public Perceptions of the United States and China in Brazil’, Global Studies Quarterly, Volume 3, Issue 2, April 2023, https://doi.org/10.1093/isagsq/ksad029