Chenchen Wang

Monash University

DOI: 10.64212/RWXF2593

Abstract
The Shanghai International Film Festival (SIFF) and the Sydney Film Festival (SFF) are government-led film festivals in China and Australia, each with distinct characteristics in visual style, narrative structure, and modes of communication. SIFF leverages government leadership and national strategies such as the Belt and Road Initiative to strengthen cultural export and the shaping of national image, exhibiting a high degree of policy orientation and collectivist features. SFF, on the other hand, operates mainly through market mechanisms, emphasizes multiculturalism and individual expression, and highlights the diversity of local culture and social issues. SIFF focuses on the modern reinterpretation of traditional culture and the presentation of collective memory, while SFF stands out for its innovative visual language, nonlinear narratives, and social engagement. SIFF achieves wide coverage through platforms like the CCTV Movie Channel and Douyin, whereas SFF enhances international interaction via SBS TV and Instagram. As important vehicles of national soft power, film festivals not only reflect their respective cultural strategies but also, against the backdrop of globalization and artificial intelligence-driven technological change, provide valuable experience and reference for Sino-Australian and global film culture exchange and innovation.

Key Words
Film Festival, cultural soft power, communication innovation