Pakistan is striving for a
positive image. One can spell out a number of reasons. On top is sectarianism and extremism, the plagues of our society. However, this does not suggest that things are not under control. There are good people and good things to report. It must be admitted that human societies have their limitations. Freedom, justice and equality are only ideals. Total justice and peace are not humanly possible. One should look at negatives with a ‘glass half-full’ approach and should realise that spreading positivity instead of deprivation will serve the cause better. Man will only remain on the right track if mental discipline is shaped by education and if there is fear of law, justice and punishment. If a society enjoys justice and fair play, it will surely portray a soft image.
If our social, economic and administrative systems work reasonably and efficiently no harm can come to Pakistan. Every citizen must have confidence in the justice system. There can be no peace without justice and no civilised society without education. In the absence of justice and literacy no one can envision the credibility of a sound reputation for the country.
Pakistan is making all sorts of efforts to tackle terrorism not only for its own good but also for the whole world. Unfortunately, the western world is not giving Pakistan due credit. It keeps on highlighting only those things through which the image of the country can be damaged and their national interests are served but is it sensible to keep waiting for due credit? Putting aside the debate of this being our war or the war of others enforced on our country and steered by our forces, political leaders should get our unparalleled sacrifices and unshaken resolve acknowledged by the world regardless of mindless propaganda.
Pakistan’s soft image can be portrayed through three sources: culture, economy and the media. Pakistan is not able to attract the western world through its historical and cultural heritage. Tourism can bring a big change and can play a pivotal role. Cultural events, exchange programmes, broadcasting or teaching the country’s language and promoting the country’s culture and society can be used as soft tools. Basant and Valentine’s Day celebrations will not help. We are in dire need of the culture of tolerance in Pakistan. We must think of starting exchange programmes between students. Teachers must be welcomed from abroad to teach their language to young students in Pakistan and vice versa. Science and technology must be given high preference. Helping other countries in disasters and emergency situations can prove our soft side instead of highlighting our miseries with the greed of getting aid from the world. The government should keep working on issues of backwardness, unemployment and economic deprivation in the country and keep striving to address these through judicious distribution of resources.
People buy brands, not products; this is an age-old fact acknowledged by many researchers around the world. We need to develop our brand called Pakistan. Almost every other country is associated with its national characteristics. Italy is associated with style, Japan with technology, India with history and culture, so our efforts with branding must be guided to find our economic role. Here comes the question: how can we package ourselves? The media, particularly the electronic media, can play a major role. We need to have more English news channels to have more of an international audience. The media has hyped bad news but that does not mean that nothing good has happened or is happening. The only prevailing fact, which the media works on is that bad news is more newsworthy than good news. The media has played a huge part in this feeling of desperation by mainly reporting bad news and harping on about it. Calling the same ‘idiots’ for discussions on prime time every day is hardly a way of finding solutions for our myriad problems. The media seems to be shunning every positive piece of news because it is not ‘sexy’ enough and gets no advertising. We all know that publicity is what a company or individual receives when something prominent happens and when the notable event is good, the publicity usually attracts a new client and gives the company something to brag about in future. We as a nation have to say that we are going through bad times and all of us, in some way or other, are contributors to this. Let us all resolve to get out of this rut by doing sincerely and honestly what our individual jobs are before we point fingers at others.
The writer is a freelance columnist