Today we’re exploring how China and the USA use film as soft power instruments. To do this we will review how both countries’ films are positioned in terms of global influence, the images and values their films project and what their film’s purpose is in the current climate.
Global View
When it comes to cinematic influence US Films have a huge reach. Guan et al. attribute this to the English language’s prominence across the world, due to British imperialism, America’s unparalleled attraction of investment, technology and craftspeople, due to its status as the global hegemon and cultural policies that ensure the pushing of Hollywood films into the global market. This huge presence yields great financial rewards and cultural influence. As can be seen with the top grossers at the global box office often being American productions.
Conversely, Chinese films (specifically mainland China’s films) have less global reach despite being a major film market. Largely this is due to Chinese culture and languages not being as widely known across the world as well as the demonisation of China’s politics in Western spaces. Chinese films have instead focused on domestic audiences over global reach. In 2024, 3 Chinese productions made the worldwide box office top 20 based mostly on domestic takings. However, that may soon change. Currently, 2025’s highest-grossing film is the Chinese fantasy Ne Zha 2. Which performed well domestically and grossed over $19 million in America. Putting it in the top 20 highest-grossing films in America.
USA on Film
US films foreground the idea that American values (freedom and democracy, the strength of the individual and humanism) are universal and thereby everyone, regardless of background or identity, can fit into American social and political life. Especially through film. Additionally, because of its technological capabilities, its films place America as the centre of innovation. Even films that critique these values strengthen America’s image as being a place that values freedom of speech.
A good example of this is Mickey 17. The film, made by an international cast and crew, shows concern for the well-being of the majority of lifeforms and values the ability of individuals to affect change. It also uses extensive special effects to realise futuristic technology, alien creatures and new worlds. Even the film’s critiques of capitalism and colonialism, the system that America embodies, and focus on collective action demonstrate America’s willingness to criticise itself. Thereby maintaining its image.
China on Film
Regarding cultural image Chinese films are often concerned with showing the capabilities of the Chinese film industry with dramatic spectacle aiming to rival Hollywood. China’s films also showcase Chinese history, traditions and cultural attitudes (the importance of family, community and reserved sexuality) to encourage identification with China’s culture, people and political project. Both nationally and worldwide.
You can see these traits exemplified in films like Ne Zha 2. The film is rooted in Chinese mythological stories (Investiture of the Gods), uses designs inspired by traditional Chinese art and focuses on themes such as collective responsibility to stop oppression and is a high-budget visual spectacle aimed at showing that blockbusters aren’t solely the USA’s domain.
New Cold War
With the US continually vilifying China as China increases in prominence tensions are rising between the two nations. Their films in effect function as arms of influence. The US uses films to position itself as a global leader that cares about democracy and people’s welfare worldwide. Thereby positioning anyone the US doesn’t like as an enemy and justifying US aggression. But US governments have carried out many horrifically anti-democratic and violent policies. Including enabling genocide in Palestine and the deportation of migrants without due process.
Meanwhile, China’s government seems to use films to maintain political cohesion by encouraging patriotism in domestic audiences. Internationally, they act as a way of showcasing who the Chinese people are and what their system is capable of. However, this also has harmful pitfalls, as government censorship means that topics such as governmental human rights abuses aren’t touched on.
Ultimately both industries are used by governments for promotional purposes, but China’s filmic soft power is more based on showcasing itself to the world. Whereas America uses film to demonstrate dominance on the world stage.
