Franthiesco Ballerini

Writer/PhD Researcher
Franthiesco Ballerini is a Brazilian writer, journalist and filmmaker. His book, “Soft Power” — an investigation of the world’s most important cultural influences like Hollywood, tango, anime and Bossa Nova — was a finalist at the 60th Jabuti Awards. His fifth book published this year, “History of World Cinema,” looks at the way different cultures, languages, aesthetics, techniques and industries of the world are portrayed in film. Ballerini is currently pursuing a PhD in media communications.

Is Chanel Nº5 France’s Greatest Cultural Export?

October 29, 2021

When it comes to soft power, culture plays a crucial role in shaping attitudes and behavior, delivering more efficient and lasting results than other tools in the influence arsenal. American values were not enough to turn the course of the war in Afghanistan. All the science that supports COVID-19 vaccines...

Will the Tokyo Olympics Increase Japan’s Soft Power?

July 15, 2021

Sport is often a great source of soft power, or the ability to shape the preferences of others by appeal instead of coercion or monetary incentives. The Olympic Games are a powerful tool for this type of attraction. Awarded to Germany before the Nazis came to power, the 1936 Berlin...

The Cultural Power of Anitta in Bolsonaro’s Brazil

June 25, 2021

Anitta is turning her back on Brazil — and for a good reason. One of the most successful Brazilian singers of the 21st century, she alone gathered over 370,000 people in just one carnival block in Rio early last year. But now she wants millions more, and from all over...

Bollywood’s Soft Power Is Not Enough for the Oscars

April 20, 2021

In 2019, India produced over 1,800 movies, making it the world’s largest film industry in terms of numbers; this dwarfs the 792 produced in both the US and Canada combined. Bollywood, as Mumbai’s movie industry is known, distributes its films around the world and is particularly popular in South Asia,...

Can Chinawood Win Soft Power for Beijing?

February 19, 2021

With movie theaters closed all over the world due to the COVID-19 pandemic, Hollywood studios had little reason for celebration over the past year. In business for over a century, Universal Pictures (founded in 1912), Paramount (1912), Warner Bros. (1923), Walt Disney (1923) and Columbia Pictures (1924) now have an...

Foreign-Language Entertainment Is Having Its Soft-Power Moment

December 18, 2020

Since the first Academy Awards ceremony in 1929, non-English films from all over the world used to compete for a nomination in one single category, best foreign film, as all the other Oscars traditionally went to American and, sometimes, British productions. But in 2019, Netflix’s Spanish-language “Roma” was nominated for...

Latin Music Is Seducing the World All Over Again

July 29, 2020

When Luis Fonsi launched his ninth album, “Vida,” in January 2017, he probably didn’t imagine that its main song, “Despacito,” featuring Daddy Yankee, would become an international sensation. The track broke seven Guinness records, among which were the most weeks at the top of Billboard’s Hot Latin Songs chart in...

Is Brazil’s Soft Power Under Threat?

February 21, 2020

An image isn’t just worth a thousand words. A good public image generates better market positions, healthier interpersonal relationships and, of course, profits. When it comes to a country’s image, its importance is even bigger, not only for economic growth but for the safety of its citizens. After all, who...