Visual culture

• The BJP claims India as a Hindu nation.
• The use of Indian popular cinema for political ends has a long history – one that predates Indian independence.
• Since the 1980s, it also set in motion a nationwide trend of using cinematic means to capture the attention of voters.

Mobilizing film fans for electoral campaigns

• She discusses case studies of film fans who even worship their favorite celebrities as deities by creating temples to these stars within residential and commercial spaces.
• Srinivas found that film fans can make or destroy the careers and lives of stars.
• If a star decides to venture into politics, these film fans can become active participants in the star’s political campaigns.
• But if the star does something that the fans disapprove of, they will as easily boycott his films and even destroy the star’s career.

An alignment of cinema and politics

The cinema industry in Tamil Nadu, more than any other in India, has evolved closely with political and social developments in the region since the 1940s. The ideals of Tamil nationalism, a political movement that changed the course of history in Tamil Nadu, were powerfully communicated through the medium of entertainment films. Often, the personalities associated with these films were physically present alongside politicians at party meetings.

• In my research, I found that the alignment of cinema and politics in Tamil Nadu was helped by the use of identical advertising media.
• A favored publicity medium of both the cinema industry and party members was the hand-painted plywood cutout.
• In this way, they helped to transfer the power of the cinematic star image to the image of the leader.
• I argued that these advertisements played an important role in visualizing, and shaping, the identity politics of Tamil nationalism.

Cinema’s role in divisive politics

• Another series of films in the biopic genre showcases the historical legacy of right-wing Hindu nationalist organizations and their leaders.
• “PM Narendra Modi,” which reminded voters of the prime minister’s rise from poverty, was scheduled for release just before the 2019 elections.
• The film, which demonizes Muslims and shows them committing extremely barbaric and cruel acts, is among those publicly endorsed by the prime minister himself.

Preminda Jacob does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.