India’s Soft Power in Kazakhstan: Bollywood, Cultural Memory, and the Reconfiguration of Cinematic Diplomacy
DOI:
https://doi.org/10.61841/xkyxz084Keywords:
Soft power, Bollywood, cultural diplomacy, Central Asia, generational memoryAbstract
This paper examines the relationship between Soviet-era cultural memory of Popular Indian
cinema in Kazakhstan and its possible relevance to contemporary cultural attraction. It
investigates the conditions under which accumulated cultural memory may become a
resource for renewed appeal and engagement, rather than treating nostalgia or familiarity as
evidence of contemporary soft power. Drawing on soft power theory (Nye, 2004), cultural
diplomacy, collective memory, and cultural capital, the study combines historical analysis of
Soviet-era film circulation with interpretivist qualitative analysis of field observations collected
during a two-year stay in Astana (2024–2026). Three age groups, together with observations
and informal conversations in taxis, karaoke venues, universities, public spaces, and family
gatherings, informed the thematic analysis.
The findings indicate that Indian cinema retains considerable affective and intergenerational
significance among older participants, while younger participants reported fewer
opportunities to encounter Indian cinema within their contemporary media environment. The
evidence therefore distinguishes cultural memory from contemporary soft power.
Remembered familiarity may constitute a potential cultural resource, but its relevance to
contemporary soft power depends on renewed visibility, accessibility, engagement, and
positive audience response. The paper does not claim a complete transition from cultural
memory to soft power but identifies a possible pathway toward contemporary cultural
attraction.
Using Kazakhstan as a bounded case, the study offers analytical rather than statistical
generalization. It concludes with policy implications concerning intergenerational
participation, linguistic localization, digital accessibility, and renewed cultural linkages.
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Copyright (c) 2026 Dr. Sarabjit Singh Walia, Ms Margarita Kuptikbayeva, Gurashish Singh Walia (Author)
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