Can Pakistan Boost Its Soft Power?
Muskan Ziafat
Rawalpindi: Public diplomacy is a vital tool for nations seeking to build trust, strengthen international ties, and promote cooperation.
Unlike traditional diplomacy, which primarily involves confidential negotiations among high-ranking officials, public diplomacy focuses on engaging directly with foreign audiences through cultural exchange, educational initiatives, and media outreach.
This approach helps countries shape their global image and foster long-term relationships. Many nations, particularly the United States and European countries, have effectively leveraged public diplomacy by offering student exchange programs, language training, and cultural events to connect with foreign audiences.
In the contemporary global order, public diplomacy is often synonymous with soft power—a concept popularized by Joseph Nye. It refers to a country’s ability to influence others through attraction rather than coercion. Nicholas J. Cull defines public diplomacy as “an international actor’s attempt to manage the international environment through engagement with a foreign public.” While the results of public diplomacy are not immediate, its impact is far-reaching and enduring.
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Pakistan has employed various public diplomacy strategies to project a positive international image. Cultural exchange programs, international press relations, and educational scholarships have played significant roles in this endeavor.
One such initiative was the Pakistan-Czech Republic Cultural Exchange Program (2009-2011), which facilitated artistic collaborations and institutional partnerships. Additionally, Pakistan has provided educational scholarships to foreign students under the Pakistan Technical Assistance Program (PTAP), offering fully funded scholarships in medicine, dentistry, and engineering.
Pakistan has also established academic chairs in major international universities, including those in China, the United Kingdom, and the United States.
These academic positions serve as platforms to promote Pakistan’s history, politics, and culture. Similarly, institutions like the Pakistan National Council of the Arts (PNCA) and Lok Virsa host cultural exhibitions and music festivals to attract global audiences.
Moreover, Pakistan’s initiatives, such as the Allama Muhammad Iqbal Scholarships for Afghan students, further contribute to international engagement.
Religious tourism is another area where Pakistan has sought to enhance its global presence by promoting visits to sites significant to Islam, Hinduism, Buddhism, and Sikhism, including Gurdwara Nankana Sahib, Gurdwara Darbar Sahib, Katas Raj Temples, and Buddhist sites in Taxila.
In the digital age, Pakistan has leveraged social media platforms like YouTube, Instagram, and Twitter to showcase its culture and tourism industry.
Hashtags like #DiscoverPakistan and #BeautifulPakistan have helped highlight the country’s diverse landscapes and cultural heritage to international audiences.
Despite its efforts, Pakistan faces significant challenges in fully utilizing public diplomacy. Political instability and governance issues have hindered the development and implementation of long-term public diplomacy strategies.
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Moreover, security concerns and a negative international image linked to terrorism continue to pose obstacles. Limited resources and insufficient funding further restrict the expansion of tourism, cultural exchange, and educational programs.
A successful example of public diplomacy can be seen in South Korea’s cultural diplomacy, famously known as the “Hallyu Wave.” South Korea has effectively utilized its pop culture, including K-dramas and K-pop (with global sensations like BTS and Blackpink), to strengthen its global influence.
Additionally, the Korean Culture and Information Services (KOCIS) organizes festivals and collaborates with foreign media to promote South Korean heritage internationally.
South Korea has also invested heavily in academic diplomacy. The Global Korea Scholarship (GKS) program attracts thousands of international students annually, offering opportunities to study in South Korean universities.
This not only strengthens its global educational ties but also enhances the country’s academic and economic networking. Similar initiatives by various South Korean foundations and universities further bolster its international presence.
Pakistan can learn valuable lessons from South Korea’s public diplomacy success. Investing in its film and drama industry for international markets, supporting cultural exhibitions abroad, and expanding educational scholarships for foreign students are strategic steps that could enhance Pakistan’s soft power.
Furthermore, collaboration with global think tanks and academic institutions can facilitate knowledge exchange and reinforce Pakistan’s positive narrative on the world stage.
By refining its public diplomacy strategies and learning from global best practices, Pakistan can improve its international image, strengthen diplomatic relationships, and create new opportunities for cultural and academic engagement.
A proactive and well-funded public diplomacy strategy is crucial for Pakistan’s future global standing.
The article is the writer’s opinion, it may or may not adhere to the organization’s editorial policy.
Muskan Ziafat, a student at Fatima Jinnah Women University, is passionate about global affairs and their impact on contemporary issues.
