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The Use of Food in Cinema as a Soft Power Instrument

The Use of Food in Cinema as a Soft Power Instrument

Serkan Şengül (Sakarya Applied Science University, Turkey) and Merve Uçkan Çakır (Van Yuzuncu Yil University, Turkey)
Copyright: © 2023 |Pages: 18
DOI: 10.4018/979-8-3693-0250-7.ch022
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Abstract

Regarding reaching large audiences, cinema is one of the oldest known advertising tools and is often used by countries as a soft power tool. Although food's social and cultural reflections in the cinema are not a new development, it has increased in recent years. It is thought that cinema increases intercultural interaction and helps to reshape borders in the globalizing world. Sensing social concepts such as food and marginalization, the relationship between food and gender, food, and social discrimination related to daily life are conveyed through cinema. One of the biggest motivations for writing the chapter is to examine the soft power effect of culinary culture in the cinematic narrative. In this study, the relationship between soft power and cinema was examined. At the same time, the use of food as a soft power element in cinematic narrative is examined. In this context, the importance of food as a soft power source in cinema in terms of nation branding and the place of Turkish culinary culture in cinema has been discussed.
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2. Definition Of Power And Soft Power

To examine any concept for the first time and to make definitions of that concept, first of all, a dictionary should be consulted (Ohnesorge, 2020). Taking action from this explanation, it is necessary to talk about the concept of power before examining the concept of soft power. It is seen that there are 36 definitions of the concept of “Power” in the Cambridge Dictionary published by Cambridge University publishing house (Cambridge Dictionary, 2023). One of these definitions is expressed as “the ability to control people and events,” and the other as “the amount of political control a person or group has in a country.” Nye (2009: 1) defines power as “the ability to influence the behavior of others to get what one wants.” By David Buchanan (2020: 59), It is defined as “the ability to overcome the resistance of others, use your own will, and achieve results consistent with your interests and goals.”

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