Can Hollywood win hearts and minds in the Middle… | Little White Lies

Can Hol­ly­wood win hearts and minds in the Mid­dle East?

23 Mar 2016

Words by Sarah Jilani

Two people, a man with a beard and a woman with long blonde hair, standing together on a dark stage.
Two people, a man with a beard and a woman with long blonde hair, standing together on a dark stage.
Stu­dios are being recruit­ed to help com­bat IS, yet win­ning over those vul­ner­a­ble to rad­i­cal­i­sa­tion requires a new narrative.

On 17 Feb­ru­ary, US Sec­re­tary of State John Ker­ry tweet­ed, Great con­vo w stu­dio execs in LA. Good to hear their per­spec­tives & ideas of how to counter #Daesh nar­ra­tive.” His 90-minute meet­ing at Uni­ver­sal Stu­dios was a brain­storm­ing ses­sion on how to involve sto­ry­tellers from regions affect­ed by Islam­ic State (also known by the acronym Daesh). The dis­cus­sion includ­ed thoughts on how to use these local sto­ries as source mate­r­i­al for films that under­cut the pro­pa­gan­da nar­ra­tives dis­sem­i­nat­ed by IS, and how Gov­ern­ment and the film indus­try might work togeth­er to dis­trib­ute that sto­ry­telling in a cross-cul­tur­al way.

The who and how details of Kerry’s call to Hol­ly­wood may be vague right now, but the why is clear. Film has always been a valu­able tool for reflect­ing and dis­sem­i­nat­ing cul­ture and cur­rent social issues, but its active use as an arm of for­eign pol­i­cy shows just how influ­en­tial mass media has become in tack­ling glob­al con­flicts. IS have pro­duced a num­ber of pro­pa­gan­da films aimed at recruit­ing young peo­ple – in Jan­u­ary they released one fea­tur­ing a group of boys per­pe­trat­ing vio­lence, with high pro­duc­tion val­ues and a strik­ing­ly famil­iar video game aesthetic.

Richard Sten­gel, under­sec­re­tary for pub­lic diplo­ma­cy and pub­lic affairs in the State Depart­ment, has been in favour of empow­er­ing and ampli­fy­ing the mes­sage of local Mus­lims with­in their own com­mu­ni­ties rather than respond­ing to the extrem­ists’ media with US-owned con­tent, such as films. This approach makes sense, yet Hol­ly­wood often affects and mir­rors col­lec­tive pre­oc­cu­pa­tions both at home and abroad – just look at the pop­u­lar­i­ty of the spy genre dur­ing the Cold War and the rise of mil­i­tain­ment’ films post 911.

A fresh approach in Hollywood’s own Mid­dle East nar­ra­tive, geared towards de-rad­i­cal­i­sa­tion and inclu­siv­i­ty, may have pos­i­tive reper­cus­sions in US strat­e­gy. But the real ques­tion is whether Hol­ly­wood can counter IS pro­pa­gan­da in the regions where it mat­ters most – enough to enam­our those most vul­ner­a­ble to radicalisation.

They cer­tain­ly have the resources and writ­ing tal­ent to spread de-rad­i­cal­is­ing counter-nar­ra­tives. So what needs to be done dif­fer­ent­ly? A good place to start is to con­sid­er what it is about a film – any film – that enables it to win audi­ences over with its world view. How a film like The Pianist, for instance, rein­forces the idea that war and prej­u­dice dehu­man­ise both vic­tim and per­pe­tra­tor, or how Broke­back Moun­tain won over main­stream audi­ences with it LGBT sto­ry. Although Hol­ly­wood typ­i­cal­ly swims in safe waters, these exam­ples show the cul­tur­al cur­ren­cy it holds.

Films that grab us despite telling sto­ries of lives far removed to our own do so by giv­ing us a way in: we see some­thing of our­selves in them, feel includ­ed and able to relate to the char­ac­ters. In that sense, Hol­ly­wood has a dis­ap­point­ing – albeit unsur­pris­ing – track record when it comes to rep­re­sent­ing either Mid­dle East­ern or Amer­i­can Mus­lims. Hol­ly­wood has yet to offer a more bal­anced and inclu­sive look at Mus­lim cul­ture. The stereo­type of the sleazy, treach­er­ous Arab oppo­site Goldie Hawn in 1984’s Pro­to­col may no longer be com­mon, but local char­ac­ters’ points of view, the com­plex­i­ty of their cul­ture and iden­ti­ties, and lead native char­ac­ters are all con­spic­u­ous in their absence from films like Green Zone, The Hurt Lock­er, Lone Sur­vivor and Amer­i­can Sniper. Rou­tine­ly, the Mid­dle East region and its peo­ple serve as a set­ting, a polit­i­cal con­text, or an action back­drop to sto­ries of Amer­i­can heroism.

In order for Hol­ly­wood to win the hearts and minds of audi­ences in the Mid­dle East some seri­ous self-reflec­tion, fol­lowed by an injec­tion of fresh ideas from its own eth­ni­cal­ly- and reli­gious­ly-diverse film­mak­er pool, is required. Seek­ing the input of Amer­i­can Mus­lim writ­ers, and get­ting a sense of real-life local sto­ries through col­lab­o­ra­tion from Iraqi, Afghan, Syr­i­an, Kur­dish and Lebanese writ­ers, will result in films about mul­ti-cul­tur­al resis­tance and hero­ism in the face of IS. Which in turn would make Hol­ly­wood a key soft pow­er play­er in the media bat­tle­field. The sto­ries are already there – all Hol­ly­wood needs to do is start telling them.

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