Cinematic Influence: How Films Shape Social Attitudes and Drive Change in Central Asia

Modernity is characterized by both technological and social advancements, yet inequality remains a persistent issue. Social problems can be addressed at various levels, including through shaping human attitudes, dismantling stereotypes, and raising awareness. In this context, art—specifically cinema—can play a significant role in societal change.

This research investigates how films influence individual behavior and societal attitudes by emotionally and intellectually engaging viewers. The study utilizes key theoretical frameworks such as Agenda Setting Theory, Social Learning Theory and Educational Theory to explore cinema’s impact on audiences. These frameworks provide a foundation for examining both behavioral and societal effects.

Various impact measurement methods are employed, including, pre- and post-viewing surveys, and follow-up surveys, to assess how attitudes and behaviors change over time. The research focuses on several key indicators that measure whether the desired impact occurs, such as increased donations or heightened awareness of social issues. The geographical focus is primarily Central Asia (Kazakhstan and Kyrgyzstan), where films address region-specific problems.

Preliminary results indicate that the willingness to act on social issues increased by 3-8 times following film screenings. Additionally, the desire to participate manifests in different ways, from sharing information to actively contributing to solutions. Films either emphasize the relevance of the problem or evoke emotional responses, both influencing how viewers perceive and act on the issues.

These findings contribute to a deeper understanding of cinema’s capacity to drive both individual and societal transformation, highlighting its potential as a tool for social change.