1. Soft Power of Pakistan
in Perspective
By Qamar Bashir
Press Minister
30th March 2020

2. Sequence
• Vision
• Theoretical basis of Soft Power
• China as a soft power
• India as a soft power
• Pakistan’s Soft power resources
• Where we stand
• What could be done
2

3. Pakistan’s Focus on Soft Power
• PM stressed the need to overhaul country’s public diplomacy and
communication policy (December 2019)
• Suggested creation of a fully empowered Strategic Communications Division
(SCD) in MOFA comprising of all stakeholders
• He envisioned SCD as the nerve centre for coordinating foreign policy and
national narrative projection abroad (Kiani 2020).
• Primarily through improved skill set of Diplomats and staff
3

4. Theoretical Basis of Soft
• Joseph Nye, coined the phrase “soft power”, defined
it as “the ability to attract people to our side without
coercion”.
• Three main sources for a country’s soft power:
• Culture
• Political values
• Foreign policies
• involving both state and non-state actors and
networks, is mostly important (Joseph S. NYE 2005).
4

5. Public Diplomacy
• Public diplomacy is practiced through tools
•establishment of cultural centers, libraries
•book translation programs
•Research grants
• language study
•academic programs
•Journalists exchange programs
•scholarships to media persons of host country
•Co-opting legislators, community leaders, decision-makers in
ministries and other organizations
•Lectures, seminars
5

6. Cultural Diplomacy
• Cultural diplomacy is a set of activities to promote of foreign
policy objectives by introducing cultural assets in the host
country
• In practice, cultural diplomacy includes:
• negotiating international treaties on cultural cooperation
• national culture and cultural identity and value
• national language
• Engaging expatriate communities
• It also covers
• education,
• science and technology,
• sports,
• arts and literature, a
• archives and heritage, etc.
6

7. Digital Diplomacy (DD)
•Social media is an excellent channel communicate ideas, plans and products
• Receive real-time audience feedback and observe their behaviors.
•Social media tools and technologies help to catalyze the process of public diplomacy
•Convenient way to connect with people world leaders
•The standard operating procedure of DD remains the same (message,
Channel target audience)
•It has to follow centralized social media policy
• Twiplomacy Study 2019, 92 percent of UN member states are present on Twitter,
and 88 percent are present on Facebook
• Pakistan’s leaders are doing relatively well in digital diplomacy as PM ranked 5th, FM
rank 30th and the President ranks 37th on list of top 50 most influential World leaders on
the Social media platforms
7

8. China-Soft Power
• President Xi Jinping in 2014 pledged to make China a socialist
Cultural Superpower and to increase China’s soft power
• china is investing heavily to enhance its soft power
• media, publishing, education, the arts, sports and other domains
• Estimated annual budget for external communication is around $ 10
billion (USA $666 million annually on public diplomacy)
8

9. Soft Power Resources of
•China uses several elements of soft power to support and complement its economic,
trade and investment strategies a Combining of ideological aspect with economic
power
• Media and communication investments and economic influence (Fei Jiangm Shubo
Li 2016)
•Confucius Institutes at universities throughout the the world
•Training and capacity building Seminars
•Exchange of mutual visits of Chinese and foreign journalists
•Offer scholarships for foreign students and journalists to study in China
• Supply free of cost Chinese books to prestigious Public libraries
• Performing arts, music film literature and architect, Chinese martial art
•Exhibition of Chinese rich imperial past
•Chinese athletes are ranking up Olympic medals in a wide range of events
• Chinese practices host diplomacy by hosting countless governmental and non-
governmental conferences and large-scale conclaves.
9

10. Soft Power Resources of
Technology support and personnel training for
digitalization of radio and TV services
Building and operating radio and TV transmission
broadcasting network
Marketing of program
Exchange of TV programs and films
Expanding the reach and content of its international
broadcasters including
China Central Television-CCTV and
China Radio International-CRI and
government news agency, Xinhua have been
expanded. (Fei Jiangm Shubo Li 2016).
10

11. Chinese PD Institutions
• Chinese State Council Information Office (SCIO) defines ideas of
soft power and coordinates efforts of other institutions
• Every December it convenes an annual conference to prioritize
public diplomacy initiatives such as:
• exhibitions, publications, media activities, exchange
programs, celebrating Year of Chinese festivities abroad,
hold press conferences, publish books and produce films
• Raise the level of Xinhua by upgrading it to the level of AP,
Reuter and AFP.
• Its first 24-hour CCTV English Channel broadcast in six
languages
• Radio Beijing broadcasts 392 hours of programming per day in 38
languages with 27 oversees bureaus
11

12. China Soft Power Institutions
These are mandated to cultivate relationships with politicians and
intellectuals around the world.
• CCP’s International Department,
• China Center for Contemporary World Studies and
• Chinese People’s Institute of Foreign Affairs.
• The China Institute of International Strategic Studies
• China Foundation of International and Strategic Studies
• In addition China’s Foreign policy institutes, China Institutes of
International Studies, Shanghai Institutes for International
Studies,
• Chinese academy of Social Sciences, Shanghai Academy of Social
• Sciences and Charhar
12

13. Chinese New Breed of
• A new breed of Chinese diplomat started conversing with the
Public of host countries directly on twitter platform.
• They are outspoken in their dialog and are engaging with the
public in live press conferences and meetings.
• China is following its own trajectory towards owning its
narrative as it caters to its own circumstances and needs.
• Public diplomacy with Chinese characteristics will keep
evolving, and China will continue to follow its own unique path,
styling its own PR with Chinese Characteristics (Licata 2019)
13

14. • Hindi and Urdu movies exported during 1930s were screened in by many countries
• Lebanese traders introduced Bollywood films in the 1950s in East and West Africa
• In 1950s Indian movies reached Egypt, where they attained a cult following
• In 21st century satellite television and other media technologies become the prominent
sources of India movies (Bertz 2019).
• India govt. and corporations deploy films to improve soft image (Thussu 2016).
• In 2012, Indian government diversified its soft power into 3 components on British Model:
• cultural and academic exchanges (administered mainly by the British Council);
• Intellectual and research links (involving a number of government and private
agencies, (Royal Institute of International Affairs or Chatham House); and
• state-funded media targeted at foreign audiences (principally the BBC World Service)
• India has attempted to use international sports competitions for diplomatic initiatives,
albeit to varying effect (Hall 2012) 14

15. India’s Soft Power
• Many institutions to boost image, project it as a peaceful rising power to help attract foreign
investment and tourists to achieve economic growth and development (Mazumdar 2018).
• Founded in 1950, the Indian Council for Cultural Relations (ICCR) formulates and
implements policies and programs external cultural relations by promote cultural exchanges
(Government of India 2019).
ICCR has expanded its program which now include;
• Scholarships
• Sponsoring foreign cultural delegations
• Promotion of Hindi language
• Organizing conferences, seminars, events and exhibitions
• ICCR has 24 centers abroad and plans to add 49 chairs, 14 in African continent
• It offers financial support to 500 students from African Countries
• Conceptualized formal launch of three additional soft power assets – Buddhism, Diaspora,
spirituality and Yoga (Mazumdar 2018) after digital storytelling, cuisine, design,
museums, performing arts (USC Center on Public Diplomacy 2018).
15

16. India’s Soft Power
• Indian Council of World Affairs (ICWA) founded in 1943 was recognized by an Act of
Parliament in 2001 as an “institution of national importance to increase India’s
outreach.
• mandated to produce and disseminate research on foreign affairs hold seminars,
publish briefing papers, increase India’s outreach.
• Since 2001 the Council has signed MoUs with 16 countries
• Indulge in Track 2 dialogues between scholars and officials on regional security(Indian
Council of World Affairs 2019).
•India Foundation is another potent institution having five centers,
•Centre for Security and Strategy (CSS)
•Centre for Study of Religion and Society (CSRS),
•Centre for Constitutional and Legal Studies (CCLS),
•Centre for Study of Religion and Society (CSRS),
•Center for Soft Power ( CSP ) and
•Act East Centre (AEC)
16

17. Pakistan’s Soft power
• Pakistan PD is led by MOFA through its Public Diplomacy
Division (PDD) aims to:
• interact with a wide range of governmental and non-
governmental actors
• develop soft power tools capable of building positive image
• create a better understanding of its foreign policy objectives
• promoting rich, diverse, open and tolerant culture of Pakistan
• utilizing modern technology and communication networks to
reach out to foreign audiences (Ministry of Foreign Affairs
Government of Pakistan n.d.).
17

18. Pakistan’s Soft power
External Publicity (EP-Wing) of M/ IB&NH
• Responsible to pursue public and cultural diplomacies
• through management of foreign media based in Pakistan and abroad
• Arranges interactions briefings to foreign media persons and
develop publicity material etc. (External Publicity Wing n.d.).
Department of Electronic Media and Publication(DEMP)
• aimed at promoting positive and progressive image of Pakistan by
• commissioning documentaries and publications on softer themes
(Directorate of Electronic Media and Publications n.d.)
18

19. Pakistan’s Soft power
The Ministry of National History and Literary Heritage Division
• Pakistan Academy of letters
• Pakistan National Council of Arts
• National Libraries of Pakistan
• National Language Promotion
• Department of Archaeology and Museums
• These departments which if properly looped in could be
useful in providing an effective platform to fine tune country’s
soft power resources for public and cultural diplomacies.
19

20. Pakistan’s Soft power
• Information & Culture Dept Punjab, Pakistan works to project and
promotes art, culture and literary activities
• Punjab’s Tourism & Resort Development Department plan, develop,
manage and administer tourism resorts, research, training and
coordination in the relevant fields
• The Sindh Culture Department preserve archaeological sites, monuments
and museums, listing cultural heritage welfare of writers and artists
• Culture Dept of Khyber PK promotes theater plays, Music Concerts,
literary Circles, painting exhibition and cultural Festivals across the
Province
• Culture and Tourism Dept promote and develop tourism and patronize
rich culture heritage of Balochistan.
20

21. Pakistan’s Soft power Institutes
• Pakistan has 25 think tanks(Think Tank Index Report 2019)
• Pakistan Institute of International Affairs PIIA ranks among top 20 think thanks of the world.
• Encourage and facilitate an understanding of international affairs and attitudes of foreign
countries
• The Islamabad Policy Research Institute (IPRI) focuses on international relations, peace,
security and defence and produces quality research & hold seminars on current international
and national affairs
• Institute of Strategic Studies aimed conducts objective analyses and dialogue on global and
regional issues affecting peace, security and development of Pakistan. Signed 30 MoUs
• Pak Institute for Peace Studies Pvt Ltd. (PIPS) is a research and advocacy think-tank of
conducts research and analysis of political, social and religious conflicts
having bearing on national and international security
• Center for Learning and Development (CLD) conducts research-based
trainings on sustainable development to public, private and corporate
sector
21

22. Pakistan Power Resources
• In the draft culture policy, tangible cultural heritage is
recognized in Pakistan to includ archaeological
artifacts, visual arts, architecture, and all other
material culture including crafts (Ministry of Culture,
2008).
• Intangible cultural heritage including oral traditions
and expressions including language performing arts
(such as traditional music, dance and theatre);
• Social practices, folklore, rituals and festive events; and
knowledge, traditional skills and practices concerning
nature (Bouchenaki, 2003).
22

23. Pakistan Power Resources
•Gandhara, Harapa, Mohen-jo-Daro & Meherghar
•Jainism, Hinduism, Buddhism, Islam and Sikhism
•Himalayas, Karakoram and the Hindukush ranges delta of the Indus River in the
South
•Kirthar, Khunjerab, Chitral Gol, Lal Suhanra, Hazarganji-Chiltan, Margalla
Hills, Deosai, Hingol & Juniper forests of Ziarat
•Wonders in sports, i.e. cricket, hockey, squash, and snooker
•Think tank culture, vibrant media and evolving civil society, Pakistani diaspora
•Stands at the cross-roads of Central, South, and West Asia
•Enormous economic potential
•Best educationists and professionals doctors, engineers, bankers, financiers, and
entrepreneurs bulging youth
• Pakistan’s armed forces contribute UN towards world peace
• Pakistan curtailed terrorism (Chandio 2016)
23

24. Music
•Pakistani music can be classified for three major genres: music for religious/
ceremonial purposes and music for pleasure, Qawwali are mystical songs of the
Sufi poets
• Life-cycle music encompasses all the music at ceremonies and festivities within the life
of a family, such as births, weddings, and funerals.
•Work music is common among some agricultural vocations— drumming rhythms are
often used to aid in the harvest season while women have songs for mill-grinding work
Kafi music is among the most popular forms in this region—
•Music and poetry written by Sind’s most respected poet Shāh Abdul Latīf (1690–1752).
•Khyber Pashtunkwa music is often set to Pashtun poetry and accompanied by the rabab.
•Baloch music is the nar bait, a ballad sung to the accompaniment of a double reed flute
•Punjab music is usually accompanied by drumming.
• Punjab shares the kafi with Sindh as a form of sufi singing. (Basra 2001)
24

25. Musical Instruments
•Pakistan has more than 600 unique instruments that are part of its music-making tradition
•Sitar— popular music of Pakistan
•Rabaab—is the most distinctive instrument of northern Pakistan and Kashmir.
•Alghozā a double duct flute usually made of wood
•benjo a keyed- zither, found in Baluchistan,
•Ek tarā/yaktāro is a single-stringed and is plucked with one finger (Baloch 1988, 111)
•Murlī is a musical instrument of Lower Indus Valley and consists of two parts (Qureshi,
Grove Music Online).
•Tabla—a pair of hand drums that contrast in sound and size.
•Chimta—a giant pair of two-foot fire played by clicking the open tongs together
•Dhol—a double headed drum made from the trunk of a mango tree covered with goatskin
•The dhol is used all over Pakistan to accompany dances.
•Harmonium—much like an organ
•The shahnai is primarily used at outdoor festivities and weddings.
• Others Iktara, Sarod, Taanpura, Damboora, Banjo, Sarangi, Sarinda, Bansuri, Been,
Alghoza, Tanboor, Dholak, Naqarah and Pikhavaj. (Baloch 1988, 115)
25

26. Dances
• Ancient tradition and regional dances
• Artifacts from the Indus Valley civilization show the importance of dance in the earliest years
• Kathak was performed in the ancient times by professional storytellers
• Each region of Pakistan has its own native form of traditional dance
• The Bhangra is danced in the beginning of the harvest season in the Punjab
• Luddi is a celebratory dance traditionally performed by men after a victory over a rival group
• Jhumar is danced in southern Punjab and Sindh
• Kikli, usually danced in the Punjab by pairs of teenage girls (Taslim 2007).
• Dhammal - Performed at Sufi shrines/ darghas in Punjab and Sindh
• HoJamalo is a Sindhi dance
• The Sammi is danced on the plateau of Upper Punjab.
• The chap and Leva are the the most popular dance of Balochistan
• Raqs o sama (“dance and audition”) is performed during religious festivals.
• In Khyber Pakhtunkhawa Khattak in performed by men
• Another ancient dance of the Pukhtuns is the Atan (Hemani 2017).
• Gumhar and Gatka popular dance of hazara division Khyber-Pakhtunkhwa
26

27. Dance Troupe
• In the 60s Pakistan began projected folk dances performed by urban mixed artists
to present a colorful image
• First cultural troupe was send to China in 1965 was a success
• Chinese newspaper termed it as learning experience for Chinese
• In 1966 Air Marshall Asghar Khan PIAArts Academy in 1966
• The PIA troupe performed in Canada, the US, China, North Korea,
Russia, the UK, Japan, France, Spain, Malta, Greece, Iran, and in
the Middle East. Followed heavy schedule of 7 months a year
• Political unrest in the country forced PIA to close down the academy
• But revived again in 1970s and helped in improving ties with the
Soviet Union, China and North Korea
• During Zia’s regime mixed format of the troupe become controversial
• After 9/11 troupe was revived and used extensively to promote softer image of Pakistan
27

28. Festivals
• Festivals in Pakistan are Islamic and secular
• Spring Basant Festival
• The festival of lights marks the birth of Sufi
saint Hazrat Shah Hussain (500,000 persons
attend)
• Sibi Mela is the most colourful show
• Chilimjusht/Joshi is marked with singing,
dancing & feasting by Kafirs claim to be
descendant of Alexander’s army who came
into this region in 327 B.C. 28

29. Theatre
Folk theater (tamasha, swaang and nautaunki), and puppetry
Peshawar city boast of qissakhwāni bāzār, "the bazaar of storytellers
bhaands (clowning), actors improvise without a script and outwit each other with
verbal punning and physical comedy.
String, hand, and rod puppets are all favorites in festivals
The oldest form of puppetry is the putli, performed by wandering puppeteers
Since the 1980s many playwrights, directors, and actors—including many women
—have used theater to presenting taboo-breaking works on stages and in other
settings, including rural villages, city streets, and in schools.
Another Ajoka Theater in Lahore, Karachi-based Tehrik-e-Niswan and Lahore’s
Lok Rehas are producing some quality theatre works. (Gift of the Indus n.d.).
29

30. Theatre
• Launched in Lahore the 1970s, the Rafi Peer Theatre Workshop is a
nongovernmental body dedicated to the promotion of the performing arts
globally.
• Since its inception it has grown to encompass the Rafi Peer Cultural Centre
• (which houses The Museum of Puppetry and an Arts and Crafts Village
and a café/ meeting space);
• it has promoted over 60 festivals including :
• The World Performing Arts Festival;
• The International Folk Puppet Festival;
• The Youth Performing Arts Festival;
• The International Mystic Music Sufi Festival;
• The International Film Festival and t
• Saanjh Amritsar Lahore Peace Festival
30

31. Theatre
• The National Academy of Performing Arts in Karachi was
founded in 2005
• It builds national professional capacity in theatre and music
• The Academy has two performance wings
• NAPA Repertory
• Theatre and NAPA Music
• Provides professional opportunities of performance for the
graduates
• Stages an annual International Theatre Festival in March
now in its 3rd year. (Brown 2016)
31

32. Film
• The “first” Pakistani film released in 1950s was supported by
moviegoers in large- and medium-sized cities
• Pakistani cinema needs to improve in quality, quantity and
economics of the situation. (Hafeez 2015).
• In the case of India movies like Slumdog Millionaire, Lion, and
Dangal have put Indian Bollywood on the world map.
• Dangal was one of the 20th highest-grossing films of all times in
China
• Film industry has shown signs of revival which have encouraged
filmmakers, actors, and other creative workers to return to their
craft
• The early plays of Pakistan’s state-run network were very famous
throughout South Asia for their original plot lines
32

33. Pakistan Music Artistes
• Quite a few individuals and musical group were able to gather
national, regional and international fame
• Amongst the individuals
• Abida Parveen, Rahat Fateh Ali Khan, Atif Aslam,
• Ali Azmat, Shafqat Amanat Ali
• Shehzad Roy, Ali Haider, Ali Zafar,
• Lucky Ali, Kamran Ahmed, Arooj Aftab,
• Mansoor, Badar Ali Khan, Fakhir, Abrar-Ul-Haq.
33

34. Music Groups
• Where the bands which made a name in national, regional and
international arena are
• Junoon
• Strings
• Fuzon
• Noori
• Vital Signs
• Mauj
• Mizraab
• Mekaal Hasan Band
34

35. Visual Arts
• Pakistan has a rich history in all the visual arts
• Today, Pakistani artists produce a vast array of visual arts in both traditional and modern designs
• Two-dimension art which used canvas, paper, walls, even furniture and trucks
• Sculpturing covers people and animals as well as abstract forms
• In today’s skyline, ancient buildings are complimented by new structures
• contemporary decorative arts and crafts in textiles
• stone carving, embroidery, papier mâché,
• block printing, jeweler, woodwork,
• ceramics, beadwork, glass-making and
• contemporary vernacular creative practice such as truck art
35

36. Visual Art
• The visual art is represented in public galleries, National Art Gallery of Pakistan
and in number of commercial galleries and spaces
• Commercial galleries such as Canvas, Gandhara-Art and Ejaz Art Gallery
exhibit and sell contemporary Pakistani artists in a variety of styles and genres.
• The marketing website Karachisnob.com currently lists 24 independent galleries
in Karachi and its sister site 21 for Lahore.
• The social enterprise sector is also active in the visual arts and is represented by,
for example,
• VM Gallery housed within the Rangoonwala Community Centre in Karachi.
36

37. Decorative Art
• Decorative art arts are found inside buildings as pottery, carpets, and
fabrics, leather, jewelry, and textiles.
• These handcrafts are a hallmark of Pakistani art
• Pakistani craftspeople excel at weaving, metalwork, and pottery, knotted
woolen carpets mirror embroidery, ceramic and glazed pottery
• Metalwork, including inlaid or engraved swords, boxes, dishes, and tea sets
made from silver and gold
• Jewelry with precious stones and pearls, are important crafts
• Leatherwork and basketry are also important crafts
• Sindh baskets are colorful and intricate
• Weavers in the Northwest Frontier prefer geometric patterns
37

38. Cultural Heritage
• UESCO enlisted six Pakistani cultural sites as world heritage.
• Moenjodaro declared (1980),
• Buddhist Ruins of Takht-i-Bahi and Neighbouring City Remains at Sahr-i-
Bahlol (1980),
• Fort and Shalamar Gardens in Lahore (1981),
• Historical Monuments at Makli, Thatta (1981),
• Rohtas Fort (1997) and Taxila (1980).
• Whereas there are over twenty-six sites on UNESCO’s tentative list.
• These sites have already been exposed to rest of the world due to UNESCO
and
• These sites can be shortlisted for development of tourism infrastructure
around them (UNESCO n.d.).
38

39. Adventure Tourism
• Pakistan is the ultimate destination for adventure travel
• From glacier trekking and mountaineering to rock climbing and rafting
• It provides unique opportunity to alpinists and professional climbers to challenge
• Might K-2, Nagaparbat and other peaks of formidable heights.
• The Fast-flowing offers experience of rafting, canoeing and kayaking.
• The Heli skiing, skiing, snowboarding
• Bicycling on the world’s highest paved road is an experience unlike
• Rock climbing at Lady Finger Peak (6,000 m) Trango Tower (6,251 m ) and the
Shipton Spire (5,852 m)
• The beaches of Karachi are ideal for Parasailing.
•Cliff diving and snorkeling by Pak Scuba and paragliding at Khanpur, Islamabad
39

40. Food
• Food plays an integral role in Pakistan’s identity and heritage.
• Being a country that is an accumulation of various cultures and ethnicities,
• nothing represents our diversity better than food.
• Our cuisine incorporates a whole palette of flavours – sweet, sour, spicy, tangy –
all at once
• From chatpata street food to mouth-watering gourmet dishes,
• The first and foremost dish that Karachi is famous for is its biryani.
• barbecue is another highly popular cuisine for Karachiites.
• Chicken tikkas, seekh kebabs, bihari botis and malai botis are a favourite
• paratha rolls stuffed with barbecue items are equally loved there.
• BBQ Tonight, Kolachi and Zameer Ansari have some of the best barbecue to offer.
40

41. Food
Lahore is synonymous with food. Some iconic dishes include Nihari, Siri
Paaye, fried fish and Karahi
Islamabad the capital of the country’s food scene is as unique as the city
itself.
A few must-try items of Islamabad are the desi French fries and Afghani
burgers roll parathas and the iconic Savour Pulao.
MULTAN — the famous Multani Sohan Halwa, fried fish, Chicken
Pulao Rabri Falooda
PESHAWAR — Peshawar offers unique meat based cuisine, Chappli
Kebab and Kabuli Pulao
HYDERABAD — The city is probably most famous for the 100+ years
old Bombay Bakery, Haji’s rich and creamy Rabri, Shama Tikka House
Punjab’s Lasi, Saag, Nihari, Haleem, Halwa Puri, Mutton Korma
Chapshurro and Dowdom Gyal of Gilgit Baltistanm Dud pathi
41

42. Pakistan
Soft
Power
Base
line
•
On
the
soft
power
index
of
30
top
countries,
France
No.1,
turkey
29
th,
Russia
Federation
30
th
(Mcclory
n.d.).
•
Travel
&
Tourism
Competitiveness
Report
2019
of
World
Economic
Forum,
France
is
No.1
India
34
th
,
Sri
Lanka
at
77
and
Pakistan
at
121
position
(Lauren
Uppink
Calderwood
2019).
•
Future
Brand
Country
Index
2019
for
2019
Japan
No.1,
USA
12th
China
29
th
,
India
44
th
and
Pak
73
rd
out
of
75
countries
surveyed
(Van
Ham,
2008).
•
Ease
of
Doing
Business
New
Zealand
No.1,
India
77
th
&
Pak
136
th
out
of
total
190
countries(Worldbank
2019).
•
UNDP
world
ranking
of
Women
Empowerment,
Norway
No.
1,
India
129
th
and
Pakistan
at
152
nd
out
of
153
countries
surveyed
(UNDP
2019)
42

43. 43
• Pakistan is low in terms of quality and utilization soft power resources
• What is needed?
• High level of political commitment reflected by budgetary
allocation compared to other disciplines
• Develop fully sold out centralized soft-power policy
•A holistic well-oiled system to form a theoretical, intellectual
and philosophical basis
• Develop an institutional framework to identify, sharpen and
refine country’s soft power resources
• Clear and powerful message as to what Pakistan is ready to offer
in terms of its soft power assets
• Develop fully sold out single tagline and logo
• Channel the message to foreign audiences through public and
cultural diplomacies
Uniformity of Purpose

44. Pakistan Soft Power Base line
• Quality of Human Development Index UNDP report 2019 Norway No.1
India 129th , Pak on 152nd out of 189 countries surveyed (UNDP 2019).
• World Press Freedom Index Norway No.1, India 140th and Pak at 142nd
place out of 143rd.
• Global Peace Index 2019 Pak 153rd out of 163 Iceland No.1 India at 141st.
• The economic impact of violence in Pakistan was 123,485 million (US$
123.5 billion) during 2019 (Peace June 2019).
• Life expectancy Pakistan is 102nd out of 140 countries
• Wellbeing index Pakistan is 66th out of 140 countries
• Ecological footprint it is 3rd worst country out of 140 countries
• Inequality index Pakistan is 120th of 140 countries
44