American Soft Power Through Hollywood Superhero Movies: The Case of the Trilogy of Captain America

Abstract

The Captain America trilogy exemplifies American ideals: individuality, democracy, liberty, equality, and patriotism through the life and identity of its protagonist Steve Rogers. From the blatant display of American cultures to American values to the artistic imitation of American policies, the Captain America trilogy incorporates all mentioned elements and presents the world the compelling stories where heroes are created, sacrifices are made, damages are done—all for the protection of humanity. As the curtain closes, superheroes always emerge as the saviors—to all. The assertion of power, as the trilogy demonstrates, is no longer through the brutal force of military power but wielded through soft power, namely culture, values, and policies. Only through careful analysis of the storyline, character traits, dialogues, and images, one may discover hidden messages in the art that imitates life. As stated by Joseph Nye (1990), a political scientist, “the best propaganda is not propaganda”.