The construction of country images through cinema

This study was conducted to examine the role of cinema films as a public relations tool in the process of constructing a country's image. The research utilized the country image measurement criteria developed by Heslop and colleagues and selected seven films reflecting different cultural contexts, produced between 2011 and 2023: A Separation (2011), The Intouchables (2011), Gifted (2017), Red Istanbul (2017), Parasite (2019), The Father (2020), and 12th Fail (2023). The research process incorporated literature review, in-depth interviews, descriptive content analysis, and semiotic analysis methods. Data collection involved semi-structured in-depth interviews with ten participants, and the data obtained were evaluated through descriptive content analysis. The categories and subcategories in the content analysis were shaped according to Heslop and colleagues' country image measurement criteria. Based on the results, semiotic analysis was applied to the selected films, and the political, social, cultural, and economic messages conveyed by each film and their effects on audiences were examined. The findings clearly demonstrated the influence of cinema films on constructing a country's image. Participants highlighted that element such as the political and social characteristics depicted in the films, the individual and societal traits of the country's people, and the nation's capacities and competencies directly shaped their perceptions of these countries. The study's results emphasize that cinema is not merely an entertainment medium but also a powerful communication and public relations platform. The stories, characters, and visual representations presented in films possess the capacity to shape and transform perceptions about countries. In this context, the study underscores the necessity of further in-depth exploration of cinema's impact on international perceptions. The findings reveal that cinema films can be effectively utilized in national and international communication strategies, emphasizing the critical importance of strategic planning in leveraging cinema's potential in these processes.