Mediatization of yoga and Bollywood in the formation of India’s national brand within a global communication strategy

Abstract

In the context of intensifying global competition among countries for symbolic capital, in ternational attention, and investment resources, the formation of a national brand through soft power tools and mediated communication has become increasingly significant. Cultural phenom ena with a high level of recognizability act as important factors in shaping a country's reputation in the global arena. This study aims to identify the mechanisms of the mediatization of yoga and Bollywood as strategic attributes of India’s national brand in the global media communication environment. The research employs an interdisciplinary approach combining qualitative content analysis of international media materials, cultural semiotic analysis of symbolic codes, and the case study method. The empirical basis includes materials from global media platforms, official communication campaigns, and analytical reports on the yoga industry and the Indian film sector. The study demonstrates that yoga and Bollywood serve as stable cultural sub-brands that create positive associations with India and enhance its international image. The mediatization of these cultural phenomena transforms them into stable symbolic markers for the country in the global information space. The synergy of cultural, economic, and institutional factors allows integrating intangible cultural resources into a national branding strategy, ensuring its sustainability and global competitiveness.