"Soft Power from the East Coast : A Thoughtful Glance Towards Odisha’s Cultural Engagement Worldwide and the Role of Global Media Platforms for its Widespread Recognition"

Abstract

Odisha, a state located on India’s Eastern Coast, being viewed as ‘India’s Best Kept Secret’ has garnered global attention in recent years due to its unique cultural dynamism. Often overshadowed by the “East Coast” narratives of other nations, Odisha’s rich cultural heritage encompasses a diverse range of traditions including the ancient traditions of Odissi dance, the architectural marvels of its temples, the Jagannath culture, the traditional popular indigenous cuisine, the rich Sambalpuri handloom textile arts and handicrafts and Sambalpuri music beats. These traditional cultural assets collectively present a unique and potent form of cultural diplomacy. This study aims to explore how these traditional cultural assets, combined with a strategic leveraging of global media platforms, are positioning Odisha as a significant contributor to India’s overall soft power. Key issues to be addressed include the challenges of translating a localised, regional culture into a universally appealing global narrative, the impact of digitalization on traditional art forms, and the potential for both cultural appreciation and appropriation in a globalised media landscape. The research will employ a mixed methods approach, utilising qualitative content analysis of media coverage and social media campaigns including case studies of cultural events, diaspora-led initiatives across other online social media platforms that are accessible to the general public. Additionally, a quantitative analysis of online engagement metrics will be conducted to gauge global recognition and perception. The expected outcome is to provide a comprehensive framework for understanding the dynamics of cultural soft power from a sub national perspective. The research aims to offer recommendations for policymakers, cultural practitioners and media professionals to enhance Odisha’s cultural outreach and recognition globally. The findings of this study will contribute to the growing body of research on cultural diplomacy, soft power and digital cultural promotion, providing valuable insights for other regions seeking to leverage their cultural assets for global engagement.