THE ROLE OF CULTURE IN DIPLOMACY: BOLLYWOOD AS INDIAN CULTURAL DIPLOMACY TOWARDS INDONESIA (1998-2013)

Abstract

This research aims to discuss the influence of Bollywood movies, as Indian Cultural Diplomacy, in the bilateral relations between Indonesia and India that limited in the period of 1998-2005. This research used the qualitative research method which is explained descriptively the effort of Indian government in maximizing Bollywood as Indian cultural diplomacy through cultural activities and cultural agreements with other country. Besides that, Bollywood is also used to encourage the deployment of Indian culture throughout the world. The researcher also found out that private sectors and Indian artists contribute in developing Bollywood and spread Indian culture to be known by other countries. Especially in Indonesia, the researcher found that Bollywood movies have affected Indonesia and strengthen relations between India and Indonesia. It's supported by several findings such as the number of Indonesia people who want to learn Indian culture in Indian cultural center in Jakarta, Indonesian people.s interest to buy Indian products, Indonesian people.s interest to participate Indian cultural activities and the interest of the Indonesian people to study and visit India. The use of Bollywood as Indian cultural diplomacy will strengthen the bilateral relations between Indonesia and India.