COMS2700: Book Review Essay: Globalization, Media, and Soft Power

This report provides a comprehensive review of three books focusing on globalization, media, and soft power. The first book, 'The Real Cyber War,' examines the geopolitical economy of internet freedom, cyberwarfare, and the role of media in shaping global politics, particularly focusing on the US approach. The second book, 'China's Media Go Global,' explores China's media programs, their international impact, and the country's rise in the global media landscape. The third book, 'Communicating India's Soft Power: Buddha to Bollywood,' analyzes India's cultural and historical context to explore the country's soft power, examining the role of factors like Bollywood, Buddhism, and media. The author recommends 'Communicating India’s soft power: Buddha to Bollywood’ as a textbook for a course on globalization, global media, and international relations, highlighting its balance of information and analysis, making it an ideal resource for students and researchers interested in understanding the complexities of global power dynamics.

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COMS2700

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Book Review Essay
Introduction
The term globalization can be broadly defined in two ways: a process of integration of
the world economy and expansion of trade and communication across national borders. Three
major manifestations can be seen in globalization phenomenon including international
investment, international trade and international finance (Gunek). However, it can be argued
that globalization includes much more than economic expansion and organization of
activities beyond the political boundaries of countries. More succinctly, it can be described as
a process which contributes to enhancing economic interdependence, openness and
deepening of economic integration within the world economy (Kaul). It can be noted that
globalization does not to erase cultural differences or lead towards a homogenized global
culture. As there are common dimensions to force and process globalization, several
communities have made their choices to process globalization forces by resisting, adapting
and subscribing to it. Since globalization has developed immensely since past few centuries,
it became essential that upcoming generations are made aware of globalization implications
and how to respond to it. In this light, this paper intends to review three books which focuses
on the historical development of globalization and how it impacts countries and different
industries. The book review essay will summarise the main points from the books and
recommend reasons why ‘Communicating India’s Soft Power: Buddha to Bollywood’ by
Daya Kishan Thussu must be selected by the class.
A book by Shawn M. Powers and Michael Jablonski, ‘The Real Cyber War. The
political economy of Internet freedom’ makes a discussion revolving around the role of
media and internet in the society and how it dominates the world by providing cybersecurity,

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internet freedom, surveillance, Edward Snowden and cyberwar. Beyond the rhetoric
cyberwar, an everlasting state-centred battle continues to grow which intends to control data
and information resources. The authors conceptualise the real-world cyberwar and
demonstrate them as utilization of digital technology for fulfilling geopolitical purpose such
as initialising covert operations against other states electronic media. More significantly, the
ways the internet is being used today can influence military and economic agendas too. Other
than critiquing globalization impacts in media and world politics, the authors identify
emerging information technologies and democratic values behind it (Powers and Jablonski ).
The cyberwar emphasises more on geopolitical, economic and political factors which in turn
drives internet freedom policies. For example, the emerging doctrine of the U.S. State
Department which supports universal freedom to connect digitally. The state claims that to
build a universal internet, significant efforts must be provided by political, social and
Western legal communities so that social preferences are driven by geopolitical and economic
motivations instead of democratic and humanitarian ideologies that can hinder policy
discourse. Moreover, the movement initialising freedom to connect is seen intertwined with
cross border impacts which structure global society in a way that Western cultures,
government, economies and American society is developed (Powers and Jablonski ).
It can be said that Powers and Jablonski fills the gap between time and analyses made
on the internet after Snowden. Every chapter in the book makes a comprehensive analysis to
observe and present the strategic moves made by internet and information systems to take
over the complex industrial powers through the web. To do such, the authors mainly focus
upon cyberwar and defines it as “the utilization of digital networks for geopolitical purposes”
besides analysing it from political and economic lenses (Powers and Jablonski ). The author
claims that cyberwar can take many forms and can move beyond internet governance
including the introduction of specific policies. However, the book mainly focusses upon U.S

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approach to web and cases related to its state which limits the approach development to U.S
history, economic and political point of view. Particularly chapter 7 reveals the Snowden case
which acted as a turning point in internet revelations. The authors do not fail to outline some
major programs related to NSA leaked by Edward Snowden which is often discussed in the
book. As expressed by the authors, the U.S approach of internet freedom for expression does
not protect other online discourses and “deviates from traditional protections for freedom of
expression” (Powers and Jablonski ). Although far-seeing and provoking, this book shows
how governance and internet policies have emerged as key factors arising geopolitical wars
that result in shaping diplomacy, conflict and statecraft in the 21st century (Powers and
Jablonski ).
‘China’s media go global’ edited by Daya Kishan Thussu, Hugo de Burgh and Anbin
Shi offer its readers with some unusual glimpses beyond institutional mechanism and
ideational of China’s media programs held overseas along with their genre-specific and
context-specific implications. This volume provides an insightful look for English-language
readers with the help of many Western country experts and major universities of China. The
information presented in the form of significant dialogues reveals the complex media
situations, layers and nature of globalization in China through media programs. From
international political and geopolitics perspective, China has risen and initiated a re-
negotiation practice within the existing global economy and shares media initiatives with the
world to encourage the emergence of shared interest concerning global media. The book
examines various broader yet significant concepts like to what extent it would be feasible to
emerge global power extension or what is another alternative status quo? The author also
questions about Chinese state media which has historical foundations and conceptual
construction history that focus not only on state media companies but also commercialised
local counterparts and internet giants that run privately with the collaboration and support of

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state agencies or government. Bedsides depending on role of media and information
technology to support global order, the author also pinpoints significance behind
communication that can initiate unified global economy (Thussu, Burgh and Shi, China’s
media go global).
Global communication studies have evolved to be more than mapping of international
communication hierarchies and concerns overall dynamic topographies that struggles for
power over communicative resources and ideologies of good governance. Accordingly, the
author explores some key concerns particularly governance principles and meaning-making.
Some of the chapters in the book mentions about state media and how new media actors
perform different activities like Guoqiang Yun and Jing Wu’s chapter revealing about the
documentary, Wanning Sun's chapter on foreign correspondents in China and Jiao Yang and
Mei Wu's chapter positing local media of Yunnan. Social media highlights in David Feng's
chapter reveals social media concept highlighting the central theme behind global
communication that enables self-communication along with team communications. For
example, his analyses made on Twitter show that the Chinese state media accounts visibility
is comparatively very low (Thussu, Burgh and Shi, China’s media go global). Putting
succinctly, this book can prove interesting for the readers who aims at exploring Chinese
media or show interest in developing studies and research in the global communication field.
One biggest strength seen in this book is concerning electric mixes which contributes and the
majority of the book contributors, make it up-to-date, rich, content-specific and
comprehensive.
‘Communicating India’s Soft Power: Buddha to Bollywood’ by Daya Kishan Thussu
is yet another insightful and sophisticated inspection made on India’s emerging global
presence and growth of soft power. As the title says, the author makes a close examination of
ancient principles that ruled India, ideological aspects, Buddhism and India’s journey towards

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Bollywood. Bollywood is one contemporary and ongoing exports India make across the
globe. Between Buddha and Bollywood, many serious factors have contributed to India's
growth and have led the country to achieve soft power (Thussu). The power is undertaken
against cultural and backdrop of Indian history along with political contexts. The term ‘soft
power’ was first initiated by America to denote itself and thus, Thussu explains American
government strong measures and role to broadcast the stronghold of America in the realm of
world power. Contrastingly, the evolutionary approach undertaken by India to attain soft
power can be dated back to old times when India strived moving beyond religious and
cultural ideologies. The Buddhist and Hindu temples can be seen in Cambodia and
Indonesian cities, and therefore, it can be said that Buddhism had spread to the Central and
East Asia from India since the second half of first millennium BC (Thussu).
The book does not fail to underline ideas given by great thinkers such as Gandhi,
Nehru and Tagore for example, Nonviolence, Truth and Satyagraha initiated by Gandhi in the
early twentieth century. Thussu demonstrates and examines the role performed by various
parties and factors that have contributed to industrialization and soft power in India. Other
than this, intellectual infrastructure, IT, universities and media constitutes as a major source
of globalization in India. Another significant factor that has made India a culturally
diversified and powerful nation is creative goods exported across country borders. For
example, Bollywood produces around 1000 films every year which are exported to more than
70 countries, attracts customers and audiences, focus on primary Indian culture and create
diversified viewers beyond traditional constituency. Thussu delivers a sharp discourse and
discusses the evolution of India’s soft power through ascent and grandeur. Till date, the
concept of soft power was held only by Western countries particularly the American societies
but Thussu, very artistically liberates the soft power concept from Western monopolies and
validates it in India’s culture, trade and history. Being a well-developed view, the book does

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not present unintentional or unimpressive looks which hold India back and mentions that
India is ranked 136th out of 186 countries in the UN Development Index (Thussu).
Conclusion/Recommendation
After reviewing the three books, I would recommend using ‘Communicating India’s
soft power: Buddha to Bollywood’ by Daya Kishan Thussu as a textbook for the class since
this book seems to be written especially for university courses teaching roles of globalization,
global media and international relations specified studies. The book makes a fine balance
between information and idea analysis. Even Kaul documents that while making cultural and
social analysis of globalization, media like internet, television, mobile phones etc. can prove
to be some of the strong drivers behind present revolutionary emergence of communication
technology. Electronic media facilitates interconnectedness beyond national boundaries and
increase flexibility in social communication, business and global economy. In this sense, the
history of development in India shows that modernization, imperialism and globalization
became three important factors which designed and interpreted a significant change towards
soft power (Kaul).
Although the two other books reviewed above written by Powers and Jablonski, and
Thussu, Burgh and Shi demonstrates a detailed understanding on how power and politics
work together in making the world globalized, focusing particularly on U.S and China,
Thussu’s book demonstrates the process behind soft power emergence and its role in making
country globalised. In the present era when international trade has opened new opportunities
for democracies, it is significant to understand what soft power is and how it can be used by
nations to enhance political, economic and commercial gains. Power is defined as an
experience or capability that affects others behaviours to make things happen either out of
threats or with payments (Gunek). However, in India, soft power affects other countries to be

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depended or associated with each there to create intangible powers with the help of ideology,
culture, institutions and Bollywood. Although soft power has been mistakenly treated simply
as popular culture in the book by confusing it with cultural resources and means of attraction,
overall this book might help students in understanding meaning and ideologies of power and
struggle.
As new media have emerged as a basis for circulating, creating and consuming
meaningful ideas, so does India communicate soft power with the help of Bollywood. The
research made is vast and exhaustive at the same time as the writer does not fail to
incorporate quotations and citations from popular books, journals, commentaries and press
reports (Thussu). Every historical data and important findings presented in the book can
prove valuable especially for Indian lovers, students, decision-makers and die-hard Indian
critics only if they can keep their prejudice aside. In the end, I would say that this book must
be made a must to read because it reveals about prosperous and dynamic diaspora, ever-
changing global popularity and spiritual beliefs of India and how soft power have come to
India from American hands. The technological powerhouse, global economic reach and
cherished cuisine of India contribute to the growth of soft power skill, international trade and
significant participation in world politics. However, Thussu does not fail to recognise the
obstacles too which comes in between India and soft power. This is one area where further
research can be made and applied for broadening the understanding of soft power role in
technology, law, globalization and international affairs.

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Works Cited
Gunek, Abdulsamet. “A New Type of Soft Power: Country Branding.” International Journal
of Cultural and Social Studies 4.1 (2018): 252-259.
Kaul, Vineet. “Globalisation and Media.” Journal of Mass Communication & Journalism 1.1
(2011): 1-6.
Powers, Shawn M. and Michael Jablonski. The real cyber war: The political economy of
internet freedom. Urbana, ILL: University of Illinois, 2015.
Thussu, Daya Kishan. Communicating India’s Soft Power: Buddha to Bollywood. New York:
Macmillan, 2013.
Thussu, Daya Kishan, Hugo de Burgh and Anbin Shi. China’s media go global. New York:
Routledge, 2018.