From home screens to homeland: a narrative review of soft power, diasporic connections, Indian identity, and video streaming platforms

Introduction In an era where digitalization is reshaping the media landscape, identity, and influence, soft power has emerged as a critical tool in international diplomacy. Built on elements such as cultural appeal, political values, and diplomatic practices, soft power and cultural diplomacy increasingly draw upon popular culture and digital content to influence global audiences. Among these, video streaming platforms, particularly OTT (Over-the-Top) services like Netflix, have become influential conduits for disseminating cultural narratives. For diasporic communities, streaming content serves as a source of entertainment and a means to stay connected with the homeland. Method This study conducts a narrative review of key literature to map the evolving intersections between soft power and cultural diplomacy, diasporic communities, and video streaming platforms. Using databases including Scopus, Web of Science, and JSTOR, the study analyses literature published between 2015 and 2025. Results Based on a thematic analysis of the selected sources, we identify four key themes: 1) streaming content as a vehicle for cultural diplomacy and soft power, 2) diaspora as a mediator and enhancer of soft power, 3) streaming platforms as sites of cultural memory and diasporic identity, and 4) reimagining soft power through diaspora and streaming. Discussion We find that the literature has treated diasporic communities in one of two ways: either as audiences who consume homeland content or as state instruments. Both provide a limited perspective and future research needs to expand our understanding of the role of diasporic communities in cultural diplomacy as cultural ambassadors and cultural intermediaries whose function it is to discern cultural content and signal simultaneously global and local relevance.