Daily Times

Power is the ability to affect others to acquire something you want. A country can influence behaviors of other states in different ways; by using force, by giving incentives, and by attracting other party in a way that makes it what you want. The capacity to inspire or attract other states by using the power of ideas and ideals is interchangeably called use of ‘soft power’. If the substance of a country’s soft power, such as values, culture, music and media are not striking, its public diplomacy would be useless and it may yield opposite outcomes and weak economy. We have entered in an era of economic enlightenment, in which young individuals are capable actors,  they are permitted to contribute and to take steps to lead their countries. In these circumstances, we need refurbishing of our political system. Hence, in order to participate in the digital economy of the future, we must get ready for change at state and societal level.

The emerging new trends such as spread of café culture, fashion shows, musical concerts, access to new ideas, reach to modern literature through internet and modern technology has given our youth a liberal outlook. Therefore, today’s youth, varying socioeconomic backgrounds, demand for entertainment. Although, fashion as well as media industry (particularly electronic) is responding to this demand by providing wide range of products and services. Media industry is also active in catering the widespread demand of mixed music and showing western culture mixed with local.

In this intermixing of culture, exhibiting in fashion and music, a parochial segment of society in Pakistan is operational against modernity(effects of globalization). Noticeably, social media, fast communication channels and increased tourism, have introduced new changes in Pakistan; particularly urban areas are being transformed. A booming fashion industry is also contributing factor in cultural changes. Rising number of fashion weeks have created a significant influence on the mindset of youth and their attitudes are changing due to the, intentional and unintentional, fusion of cultures.

Today’s youth is more fashion conscious, adopting different social behavior and lifestyle.Big cities of Pakistan such as Islamabad, Lahore, and Karachi often conduct fashion shows which surely introducing new changes and causing commotion in society too. The growing importance of cultural products such as art crafts, fashion, digital imagery combined with aesthetic value is attracting large number of people in urban areas of Pakistan. The production of such goods activates new cultural design objects, musical instruments, advertisements and food industry. These can be called creative industries used for cultural activities. All these factors have introduced dramatic changes in our society. As a result, new ideas, creativity and novelty are apparent in all fields of life. Indeed, it provides employment opportunities, and signaling economic growth too. However, the diverse culture and clashes between ethnic groups (possess distinct cultural values and norms) is hindering and slowing speed of transformation. The widening societal rift is also conspicuous aspect which   is harmful for using soft power to exert influence on other states.

Since our thinking is being transformed, a new polarization in our culture is taking place. More people are moving away from traditional customs. Certainly, we are observing liberal life styles; however, enlarged religiosity is also visible which could halt overall progress. This all is signaling positive outlook, however lack of due attention to the importance of soft power and image building of the nation has given rise to negative perceptions about Pakistan in the comity of nations.

The emerging new trends such as spread of café culture, fashion shows, musical concerts, access to new ideas, reach to modern literature through internet and modern technology has given our youth a liberal outlook. Therefore, today’s youth, from varying socioeconomic backgrounds, demand entertainment. In response, the fashion as well as the media industry (particularly electronic) is responding to this demand by providing wide range of products and services

Changing world trends have been boosting creativity and novelty, such as free media, increasing number of cafes, music and entertainment channels in Pakistan are emerging as new policy levers. In order to amicably settle down issues with neighboring countries, Pakistan should use its cultural diplomacy for  peace through dialogue, it is a reasonable mechanism. In current emerging scenarios, when China and Pakistan are confronting common threats, use of force would not be a viable way out to bring either India or Afghanistan on the settlement of border related issues. Hence, cultural soft power will be appropriate tool for Pakistan to deal peacefully with Afghanistan and India as common grounds, for negotiation, are available on both sides. It is established fact that exchange of ideas and views, not only provides knowledge of other cultures but also help in removing mistrust, cultural diplomacy builds connections between diverse groups and societies, and brings states close to each other. In due course, culture operates as a framework; it pursues positive vision of the multiplicity of cultures and inspires other states which make its objectives achievable.

This is the time to understand that hard power alone could not maintain peace; we need the soft power of culture. The exchange of ideas, information, art and other cultural expressions between countries and people must be our priority. Peace can be achieved through dialogue and exchange of ideas, culture, education, introducing new concepts in natural and social sciences, promotion of technology and acquiring fast communication channels.

The popularity of theater, literature, academics and music nowadays are contributing factors in exhibiting our soft power, hence the use of it as our policy lever would be in favor of Pakistan in long run. The dire need of time is to exhibit positives of our culture worldwide, our rich traditions have compatibility with others culture too. Tolerance, acceptance and adaptive behavior are crucial as transformation is challenging.

The writer is Assistant Professor, International Relations at the National University of Modern Languages (NUML), Islamabad E-mail: sarwatrana@gmail.com

Published in Daily Times, March 5^th 2018.