PENGGUNAAN FILM HOLLYWOOD OLEH PEMERINTAH AMERIKA SERIKAT DALAM PENGGAMBARAN CITRA MILITER TAHUN 2016-2022

Abstract

The use of Hollywood films as a branding tool for the United States military has been used since the World War II period. The advantages that Hollywood films have in spreading influence and shaping public opinion are the reasons the United States government chose the Hollywood films as a military branding tool. Through its branding, the United States seeks to project a positive and ideal military image which is visualized through film plots and projections of the power of owning military equipment. This research aims to identify the use of the Hollywood films by the United States government in depicting the image of the military in 2016-2022. The concepts used in this research are soft power by Joseph Nye and nation branding by Keith Dinnie. This research uses a qualitative approach with descriptive analysis methods, supported by secondary data originating from the official website of the United States Department of Defense, DoDI 5410.16 doctrine, journal publications, and online sources. From this research, it was found that in nation branding attempts to project the military's image through the use of the Hollywood films, DoD intervened a lot in every film production process. First, through ratifying the MEC as a military collaboration with the entertainment industry. Second, ratification of DoDI 5410.16 doctrine which is a tool for military control over the media. Last, the positive and ideal image that US wants to project refers to the nation brand image which is based on the image of exceptional invincibility.

Keywords: Hollywood Film Industry, United States, DoD, Branding, Image