BOLLYWOOD AS SOFT POWER FROM INDIA TO INDONESIA THROUGH TELEVISION SERIES (2013-2018)

Abstract

Due the popularity of Bollywood, Indian government was utilized Bollywood as a tool of diplomacy to promote their culture through movies and television series especially in Indonesia. In this study use qualitative method in which the data are gather through journals, article, news and interview to analyze Bollywood in Indonesia. While soft power and cultural diplomacy are the theories that support the research framework. The purpose of this study to identify Indian government promoting Indian culture in Indonesia also identify India policy regarding Bollywood television series towards Indonesia. This study found that Indian government has establish joint statement with Indonesia from 2013 until 2018 stating that both countries allow the exchanges of cultural activities, and Indian government has promoted Bollywood television series through trailers, direct marketing, and digital media. Therefore, Indian government has supported the promotion of Indian culture through Bollywood television series in Indonesia.