Workshop Soft Power, BRICS and World Cinemas

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O Instituto Iniciativa Cultural, através de sua presidente, Alessandra Meleiro, participou do Workshop “Soft Power, BRICS and World Cinemas”, organizado pelo Centre for World Cinemas, da School of Languages, Cultures and Societies da University of Leeds e examinou três questões interrelacionadas:

1) How does the need to maximise the role of film in the generation of soft power shape cultural policy across the BRICS? How do national governments understand the role of film as a soft power asset and how is this reflected in the size, and shape, of their support for the industry?

2) How is public policy around soft power reflected in the types of films that are produced by, and in, the member states? What does soft power ‘look like’? Do the films produced help to support the ‘national narratives’ the BRICS ostensibly wish to communicate? How do films negotiate, or how are they shaped by, the competing imperatives of the global film industry?

3) How do BRICS films find an audience? What are the mechanisms of their consumption in the digital age? How do these mechanisms provide new opportunities, as well as challenges, for both governments and individual citizens to reflect upon the nation’s soft power potential?

Thus, it is the aim of this workshop to investigate the competing pressures across the BRICS that shape the ways its members understand film as vehicle of soft power, exploring the role soft power plays along the industry’s entire value chain, from production to consumption, as well as the way it influences the types of films audiences around the world get to see.

Programação 20/01/2015

10.45 – 11.00                     Arrival (refreshments)

11.00 – 11.10                     Welcome and Introductions

11.10 – 11.20                     Aims of the Workshop

1: Film, Tourism and Cultural Diplomacy: the UK in Global Priority Markets

11.20 – 11.30                     Introduction to the theme (Lorraine Blakemore, University of Leeds)

11.30 – 11.50                     UNESCO Cities of Film (David Wilson, Bradford)

11.50 – 12.10                     Visit Britain: The ‘Nurture’ Campaign (Emily Moore, Visit Britain)

12.10 – 12.30                     International Territories/ Local Screens (Jonathan Olsberg, Olsberg SPI)

12.30 – 13.15                     Discussion/ Q&A

13.15 – 14.00                     Lunch

2: Film policy, BRICS and Soft Power: International Co-productions and Cultural Exchange

14.00 – 14.10                     Introduction to the theme (Paul Cooke, University of Leeds)

14.10 – 14.30                     Brazil (Alessandra Meleiro, Instituto Iniciativa Cultural, Brazil)

14.30 – 14.50                     South Africa (Terrence Khumalo, National Film & Video Foundation, SA)

14.50 – 15.20                     India (Ashvin Devasundaram, Heriot-Watt University)

15.20 – 16.00                     Discussion/ Q&A

16.00 – 16.10                     Tea and Coffee

16.10 – 16.45                     Roundtable discussion

16.45 – 17.00                     Next Steps

From 17.00                        Drinks

Programação 21/01/2015

10.00 – 10.15 Arrival (refreshments)

10.15 – 10.30 Setting the Scene (Paul Cooke)


10.30 – 10.45 Brazil: Stephanie Dennison and Alessandra Meleiro

10.45 – 11.00 China/UK: Lorraine Blakemore

11.00 – 11.15 US/China:Chris Homewood

11.15 – 11.30 India: Ashvin Devasundaram

11.30 – 11.45 South Africa: Paul Cooke

11.45 – 12.00 Russia: Vlad Strukov

12.00 – 12.10 Break

12.10 – 13.00 Roundtable Discussion

13.00 Finish

Apresentação Brazilian Film Policy and the Pathways to International Co-productions


Data: 21/01/2015

Local: Leeds Humanities Research Institute (LHRI)

Contato: Lorraine Blakemore (

O Workshop foi uma ação da Pesquisa internacional e interdisciplinar “Film Policy, Cultural Diplomacy and Soft Power”, conduzida por um grupo de pesquisadores dos BRICS. Para saber mais sobre a Pesquisa, clique aqui.