2026-03-31
Kanika K. Arya, Manish Verma
Hindi cinema and Hindi-language television have historically occupied a significant position within Indian media culture, shaping national imaginaries and circulating India’s cultural soft power through theatrical exhibition and broadcast television. Though it has been one of the most popular forms of Indian screen culture; Indian cinema in its entirety, has maintained a sustained global presence—from the international recognition of Bengali cinema through filmmakers such as Satyajit Ray, particularly with Pather Panchali (1955), to the contemporary global circulation of regionally rooted blockbusters such as RRR (Rajamouli, 2022) and Kantara (Shetty, 2022), signalling the continuing international prominence of Indian screen cultures across linguistic and industrial contexts. This paper examines how contemporary Hindi web series and OTT cinema reconfigure India’s long-standing soft power legacy by extending it into the domain of streaming diplomacy. While recent pan-Indian and transnational films—such as Baahubali (Rajamouli, 2015), RRR, and All We Imagine as Light (Kapadia, 2024) continue to play a significant role in reshaping India’s global cultural presence through theatrical circulation and international festival circuits, this study deliberately narrows its focus to Hindi screen culture. It argues that this transformation is marked by the adoption of technical, aesthetic, and narrative strategies aligned with western, platform-driven production cultures, while simultaneously revising earlier Hindi screen traditions grounded in popular aesthetics and cultural specificity. Rather than emerging solely from creative innovation, these shifts are shaped by the structural pressures of platform capitalism, algorithmic governance, and market-oriented regimes of global visibility that increasingly mediate how India is projected on international platforms. Through textual analysis of Call Me Bae (D’Cunha, 2024) and Ctrl (Motwane, 2024), the paper explores how selective Hindi-language OTT texts focus individuality, postfeminist subjectivities, and anxieties surrounding social media, artificial intelligence, and digitally mediated intimacy. These narratives mark a departure from the collectivist ethos, melodramatic modes, and culturally embedded formats historically associated with Hindi cinema and television, even as they retain recognisably ‘desi’ narrative frames to ensure local resonance. Hindi screen culture has long been approached through a critical lens, often characterised as ahistorical, escapist, excessively melodramatic, and shaped by fragmented modes of production. However, the emergence of streaming platforms has significantly reoriented this landscape. OTT ecosystems have enabled greater narrative risk, more coherent production logics, and the sustained exploration of niche themes that were previously marginal within mainstream Hindi cinema and television. Freed from the constraints of box-office imperatives and broadcast scheduling, Hindi web series and OTT films increasingly engage with globally resonant concerns—such as gender politics, digital labour, surveillance, and urban precarity—while remaining embedded in local cultural idioms. In this sense, streaming does not simply correct earlier limitations of Hindi screen culture; it reorganises its aesthetic and ideological priorities, allowing melodrama and spectacle to be reworked into longer, more reflexive, and internationally legible forms of storytelling. Situating these developments within the framework of streaming diplomacy, the paper argues that Hindi-language OTT content continues to generate media-driven soft power by enabling culturally specific stories to circulate globally through platform infrastructures. The international recognition of Delhi Crime (Mehta, 2019), which won the International Emmy Award in 2020, demonstrates how Hindi-centric narratives can achieve global legitimacy. Its circulation alongside globally successful platform originals such as Stranger Things (Duffer Brothers, 2016) and Dark (Odar and Friese, 2017–2020) enhances visibility while subtly regulating form and content through platform norms. The paper concludes that Hindi OTT cinema and web series constitute an ambivalent cultural space in which India’s soft power is amplified and new representational possibilities particularly around gender, individuality, and digital life emerge, even as creative practices remain shaped by platform imperatives and global market logics.
DOI: 10.3389/fcomm.2026.17526232026-03-31
Lucia Picarella, Emiliana Mangone, Flor María Ávila Hernández
This article analyses the connection between biocultural memory, visual analysis, and moving images as a tool for cultural resistance and deconstruction of hegemonic environmental and ecological narratives. The hypothesis is that the universe of narrative with moving images offers interesting possibilities in Latin America (the context of reference) for co-constructing communication practices capable of strengthening critical thinking and awareness of the risks and impacts of climate and environmental crises. Considering this hypothesis, the objective of this article is to study initiatives that intertwine digital moving images and biocultural memory to transmit ancestral and local environmental and ecological knowledge and traditions as an alternative development model built on the narratives and memories of territories and communities. The article adopts a form of visual analysis that differentiates narrative from storytelling, since the Latin American perspective that interprets the climate crisis as a social problem is based on the signification of the past in a future perspective, a typical function of narrative and not storytelling. The emerging evidence reflects the idea that moving images become a barrier of biocultural and biosemiotic resistance, opening future research perspectives on the use of digital platforms and ecosystems as tools for counterbalancing and bottom-up care.
DOI: 10.3389/fcomm.2026.17953362026-03-27
Surjit Victor
The competition between private label brands (PLBs) and international multinational brands (IMBs) has intensified due to sudden changes in organized retailing. Businesses have developed clandestine endorsement strategies to alter consumer shopping behavior. This study looks at how consumer behavior is influenced by retail environments, private labeling, consumer psychology, and brand reputation. It also looks at how these factors combine to reinforce these correlations in structured retail contexts. Using a quantitative design, data were collected from 515 respondents in Middle Eastern and South Asian retail chains (Carrefour, Lulu, Union Coop, and Choithrams) and analyzed through Structural Equation Modelling (SmartPLS). The model explains 38.7% of the variance in consumer behavior (R2 = 0.387). Results show that PLBs exert the strongest direct effect (β = 0.341, p < 0.001), followed by brand reputation (β = 0.312, p < 0.001), while consumer psychology (β = 0.221, p < 0.001), retail environment (β = 0.198, p = 0.001), and IMBs (β = 0.109, p = 0.003) display weaker but significant effects. Interaction analysis reveals that brand reputation × PLBs (β = 0.239, p = 0.018) and retail environment × PLBs (β = 0.218, p = 0.001) are the strongest moderators. Moderate predictive relevance is shown by the results (Q2predict = 0.162–0.232). Theoretically, the current study expands the literature related to co-branding primarily related to Clandestine Endorsements. Practically, this study is unique in that it shows how organized retailers use clandestine endorsement methods to shift the reputational value of international brands to PLBs, re-establishing PLBs as reliable brand substitutes.
DOI: 10.3389/fcomm.2026.17520002026-03-27
Namira F. Wibowo, La Mani
Referring to Fisher’s Narrative Paradigm, this study examines storytelling as a strategic communication approach within short-form social media content. In the context of the growing influence of TikTok in the culinary sector, storytelling is increasingly utilized by independent creators to convey experiences, build credibility, and foster audience engagement. Framed explicitly as an exploratory pilot case study, this research investigates how narrative elements in TikTok video reviews of seafood restaurants are constructed and how they are associated with audience engagement indicators such as views, likes, comments, and shares. Using a qualitative content analysis approach, an illustrative sample of five TikTok videos reviewing seafood restaurants in Bali was examined. The videos were selected based on their prominence in search results and high view counts and were uploaded between May and July 2025. The analysis was guided by Fisher’s concepts of narrative coherence and narrative fidelity. The exploratory findings indicate that the selected videos demonstrated narrative coherence through structured storylines, consistent sequencing of elements, and clear thematic focus. Narrative fidelity was reflected in the use of colloquial language, spontaneous expressions, and personal experiences that aligned with audience values and everyday contexts. These narrative characteristics appear to support perceived authenticity and trustworthiness. Notably, engagement patterns suggest that structured and relatable storytelling is associated with higher audience interaction, although no causal claims are made. Overall, the pilot study provides illustrative insights into how narrative principles operate within short-form digital environments and highlights storytelling as a relevant strategy in contemporary social media marketing communication.
DOI: 10.3389/fcomm.2026.17708552026-03-26
Safa Osman
This study examined the impact of Instagram and exposure to videos published on the platform on users’ social skills. Drawing on the social learning theory (SLT), this study compared Instagram’s role in the development of social and communication skills among Gulf Arab and Egyptian youth. The results revealed that the indirect path of exposure intensity to Instagram had the strongest effect on acquiring social skills, accounting for a total path coefficient of 91.66% for the Egyptian group. In contrast, the total effect in the Gulf Arab group was predominantly shaped by the direct path (88.3%), which was higher than that in the Egyptian group. Instagram usage had a more immediate impact on social skills development among Gulf Arab youth. Conversely, the stronger indirect effect observed in the Egyptian group indicated that mediating factors, such as learning and communication processes, played a more significant role in influencing their social skills.
DOI: 10.3389/fcomm.2026.17097332026-03-26
Puja Mahesh, Tausif Mulla, Nadeen Selim, Dalia Hassan, Farah Zahidi
IntroductionInternational sporting mega-events are an important medium of soft power projection, which enable Gulf Cooperation Council (GCC) countries to showcase their culture and modernization, as well as engage with international audiences through persuasion rather than coercion. However, the effectiveness of this strategy becomes complicated by the emergent and rapid digitalization of content consumption, raising questions about how engagement through global streaming platforms (e.g., YouTube, DAZN) can turn into observable soft power outcomes in the GCC context. To address this gap, this study conceptualizes and tests a comprehensive dual-pathway framework. This framework connects audience interactivity with sports content hosted in the GCC to subsequent attitudinal and behavioral outcomes, specifically by exploring the satisfaction paradox previously documented in mediated cultural experiences, and by distinguishing audience media engagement from host-country engagement as a downstream soft power outcome.MethodA quantitative, cross-sectional survey research design (N = 317) was adopted among non-GCC audiences who have been viewing sporting events from streaming services (e.g., ESPN+, DAZN). The study explored the effects of viewing frequency, platform, perceived interactivity, and cultural proximity on engagement and the soft power in its early stages of development (familiarity, appreciation, engagement, and behavioral intention).ResultsThe results showed that engagement is strongly influenced by how often people watch and whether they are focused on specialized sports content (e.g., ESPN+, DAZN), driving more engagement than other entertainment platforms.DiscussionThe findings indicate that international sports streaming consumption can act as an emerging site of soft power diffusion for GCC nations. The interplay between viewing frequency, interactivity, and cultural proximity highlights how mediated sports experiences through digital platforms foster audience engagement, forming the foundation for familiarity, appreciation, and positive behavioral intentions toward the host region.
DOI: 10.3389/fcomm.2026.17363832026-03-26
Or Krispil, Azi Lev-on
The article contributes to the conceptual understanding of Social Media Challenges (SMCs). While many empirical studies focus on the content and impact of such challenges, there is limited literature that examines these phenomena conceptually. This theoretical article conceptualizes SMCs as an intersection of Internet memes and traditional challenges. Employing an etymological and historical review of the concepts of challenge and meme, the study traces their historical and conceptual development and illustrates how they “blend into” social media challenges. This exploration provides insights into how these terms have been shaped over time, culminating in their current digital manifestations. By showing how these phenomena blend the viral attributes of Internet memes with the established dynamics of traditional challenges, the paper offers new perspectives on digital culture studies.
DOI: 10.3389/fcomm.2026.17793352026-03-23
Wanqi Li, Anna Shang
This study investigates the novel adoption of fandom-style strategies by Chinese state-affiliated media, a significant evolution in digital political communication. Through a mixed-methods analysis combining LDA topic modeling of 41,287 Weibo posts and a survey (N = 832), we explore how state-affiliated media-led fandom-style strategies progressed from fostering civic identity to explicit anthropomorphism and idolization. Qualitative findings reveal that public engagements is highly contingent: initial strategies achieved broad engagement by aligning with civic-duty schemas, while fan-cultural strategies provoked polarization driven by perceived contextual triviality. Quantitative analysis confirms that the attitudes towards such strategies are significantly affected by public trust, acceptance, and pre-existing cognitive familiarity with fandom culture, but the attitude scores are at the lower level. Based on both qualitative and quantitative analysis, we conclude that the reason fandom-style strategies tend to be reluctantly accepted under both special and normal circumstances lies in the distinction between the solemn nature of state-affiliated media and the entertainment-oriented characteristics of fandom-style strategies. Some members of the participants believe that novel and engaging strategies may yield short-term engagement mobilization, but caution is still warranted when considering long-term approaches. These results offer a critical lens for analyzing the trend where political actors appropriate digital subcultures, highlighting the connections between affective mobilization and authentic public engagement.
DOI: 10.3389/fcomm.2026.17812862026-03-20
Bshair Alharthi, Mohammed Farsi, AbdelMoniem Helmy
Social media has transformed contemporary marketing worldwide, with Saudi Arabia (KSA) emerging as a prominent market for influencer-driven campaigns shaped by strong cultural norms and regulatory oversight. This study explores the dynamics of influencer marketing in KSA using an exploratory mixed-methods research design based on two structured online surveys. The first survey collected responses from 38 consumers to examine platform usage, influencer engagement, trust perceptions, and purchasing behavior. The second survey gathered insights from eight industry experts to investigate strategic practices, cultural considerations, emerging technologies, and regulatory compliance within the Saudi influencer marketing ecosystem. Data were analyzed using descriptive statistical techniques and qualitative thematic analysis. The findings indicate that influencer effectiveness in KSA is closely associated with platform-specific strategies, cultural alignment, and perceived authenticity. While consumers demonstrate cautious and often neutral levels of trust toward influencer promotions, sustained content consistency, transparency, and perceived expertise are associated with stronger purchase intentions. Industry experts highlight the growing strategic relevance of AI-driven personalization, virtual influencers, and immersive platforms, although adoption remains gradual and culturally sensitive. Given the modest sample sizes—particularly for the expert survey—these findings should be interpreted as exploratory rather than generalizable. The study is intended to map key contextual mechanisms rather than establish causal relationships. By integrating consumer and industry perspectives, this research provides an exploratory overview of how culture, trust, and technology jointly shape influencer marketing practices in Saudi Arabia, offering actionable insights for brands operating in culturally grounded and digitally advanced markets while laying a foundation for future large-scale and theory-driven research.
DOI: 10.3389/fcomm.2026.17233562026-03-20
Hüriye Subaşı, Fatmanur Çubukcu, Elif Yıldırım
This study examines the behavioral patterns of online public segments within the hierarchy of digital activism and analyzes the influence of political socialization agents on their engagement levels. Given that young adults are the primary actors in digital mobilization, the research employed a quantitative design, analyzing data from 394 young adult participants via a questionnaire. The segmentation of online publics was conducted using the summation method based on the perceptual antecedents of situational theories (Situational Theory of Publics and Situational Theory of Problem Solving). The findings reveal that involvement and constraint recognition significantly predict digital activism, whereas problem recognition does not show a statistically significant effect. Segment-based analysis identifies distinct behavioral groups—ranging from digital spectators to transitional publics and gladiators—with active publics exhibiting the highest levels of digital activism. Crucially, the study demonstrates that political socialization agents have divergent impacts across these segments: while mass media significantly informs the aware public, peers are the primary drivers for mobilizing the active public. These results offer a novel framework for understanding how interpersonal and mass communication channels differentially shape the transition from passive observation to active participation among digital native publics.
DOI: 10.3389/fcomm.2026.1802010