Exploring the Socio-Cultural Influence of Regional Cinema on Consumer Perception and Community Development

Abstract

Regional films in India impact on cultural values, customers’ behaviour, and community involvement as identified in this research. The regional movies refer to the movies made in one or other regional language or even dialect of India and are very useful to represent the regional flavour, culture and problems. The study has applied the quantitative research approach, and the analysis includes t-tests regarding the responses from the participants who view the regional films. Such issues are the functions of cultural identity, consumption, community development, as well as social inclusion as presented in regional cinemas.

Based on the results, the respondents in this study identified the fact that regional films influence their perception of cultural similarity; more than half of the respondents said that the regional films make them feel closer to their own culture. Additionally, it is explained how regional films affect consumer behaviour since the latter tends to acquire some preferences concerning the products and brands depicted in a regional picture. This study also establishes that regional cinema has had a favourable impact on regional employment, tourism and the growth of the regional economy.

Furthermore, the research reveals the social issues of the regions, whereby the films depict the social issues of the society, such as gender, caste issues and the environment. Thus, it will be safe to conclude that regional cinema has not lost its significance to support the cultural identity of a specific area, boost the economy, and start the process of positive change.