-By Arup Jyoti Das, Editor, GU Times, October Edition
Cinema; from the very hand of the Lumiere Brothers, has emerged as an art of audio-visual documentation of society. That’s why it’s called the mirror of society itself. Thus, the magical play of moving images, the sound design, and its music have always amazed people since its discovery. Here, who doesn’t dream of becoming a hero like the movie stars? The colour, the adventure, and the lifestyles presented in the movie create stimuli in almost every individual’s heart and mind. But then the Franco-Swiss film director Jean-Luc Godard said that cinema is the most beautiful fraud in the world. There is a dilemma. The illusion behind the silver screen disturbs the audience’s mind by infusing thoughts. And that’s where the saying becomes a reality: whatever people see and hear is considered to be true, so finally, people can be tricked and persuaded by the magic of cinema.
Cinema that everything shown there is real.
These influencing characteristics of cinema are the key to injecting any idea into the audience’s mind. From the earliest silent movies to the latest blockbuster hits, cinema has proven itself time and again as a powerful tool for shaping our beliefs, opinions, and perceptions. That’s how agenda-setting theory, propaganda, and social awareness concepts have taken place in the world of filmmaking.
Cinema Politicized
Throughout history, governments and political movements have used cinema as a tool for propaganda. During World War II, for instance, both the Axis and Allied powers produced films to promote their ideologies and boost morale among their citizens. For example, Hitler used documentary films as a means of powerful persuasion among its citizens to stand with him against the enemy powers and Jews. Similarly, during the Cold War, there was a significant amount of propaganda films created on both sides of the Iron Curtain, that is, the United States of America and the Soviet Union. In recent times, even in India, it has been witnessed how the BJP made and released propaganda films like The Accidental Prime Minister, PM Narendra Modi, just before the elections. As a result, cinema could have a great outcome from its persuasive power.
Cinema and Education
There are hardly a few people in India who have not watched the movie 3 Idiots. Here, movies like Taare Zameen Par, Nil Battey Sannata, and Lakshya have set a different perspective for parents to rethink their children’s education and career choices. The title song from Lakhsya sung by Shankar Mahadevan gives goosebumps to the audience. And how any student can can forget the song ‘Give Me Some Sunshine’ from 3 Idiots .These films and musical messages were so thought-provoking that they were successful in persuading parents to break the stereotypical chains of thought. And thus, educational cinema not only broadens horizons but also encourages critical thinking and inspires viewers to delve deeper into the subjects explored on screen.
Social Awareness
The movie is, as usual, a reflection of society, so in every bit of the film, social issues such as dirty politics, corruption, and the horror of HIV/AIDS have been included by the new-age filmmakers to make people aware of these issues. Cinema becomes a megaphone for advocacy, rallying people behind important movements and inspiring collective action. It is important to note that even governments are going hand in hand with film culture to inform and persuade people regarding such subject matters.
Sexuality and Cinema
Cinema at the beginning was not that liberal to discuss sexuality or any other sensitive matters. But over time, the richness of cinema has broken the barrier to such issues, and in movies like Badhai Do, Haddi, etc., LGBTQ+ topics have been openly presented. Thus, movies have been instrumental in challenging societal norms and prejudices. By depicting powerful stories of resilience and courage, cinema empowers marginalised communities and encourages dialogue around important social issues. As a result, the conservative Indian society is also opening up on such issues without any hesitation.
In a broader sense, it can be observed that cinema has immense power of persuasion; be it in women’s empowerment, history, science, or fantasies, cinema is able trigger critical thinking in audiences’ minds. In films like Border, LOC Kargil, Sardar Uddham Singh, etc., it is the patriotism and soldiers’ heroism that have been celebrated and handed forward to the audience to connect. When it is about relationships, cinema presents the powerful bonding in an artistic and emotional way, which can persuade audiences to strengthen their relationships with their loved ones. Films like Amar Akbar Anthony illustrates the idea of brotherhood among different religious groups. Again, the horrors of war and the destruction presented in a movie send a powerful message to the people to think about avoiding war. Cinema is widely used as a soft power to push mass consumerism in many industries.
Cinema is more than just entertainment; it is a powerful persuasive medium that can shape our beliefs, inform our opinions, and inspire us to take action. Whether through documentary or fiction, cinema has the ability to foster empathy, shed light on important issues, and drive social change. Let us celebrate cinema, the powerful persuasive medium, for its remarkable ability to challenge perceptions and contribute to a more enlightened and compassionate global society.
