Attaining soft power in Pakistan: The road ahead

MAQSUDUL HASAN NURI MAY 10TH, 2017, fp.brecorder.com

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Pakistan possesses requisite hard power with sizeable territory, large population, fielding sixth largest army in the world and being the seventh nuclear power. Moreover, it also possesses sizeable paramilitary forces and is a regional power by many counts. There are many strands to an effective long-term strategy in creating soft-power resources and conditions for democracy. Mere propaganda or public diplomacy will not work for even the best advertising cannot sell an unpopular product: any communication strategy will not work if it cuts against the grain of democratic values. In other words, public diplomacy will not be effective unless the style and substance of a country's policies are consistent with a broader democratic message.

Developed countries - the US, the UK, France, Canada and Australia - have greater access to international communication channels and better standing in international organisational structures. Therefore, they are in a better position to fashion global norms and values. Indeed, soft power is a velvet glove that they utilise by extending aid, international communication channels and institutions. If studied comprehensively, it becomes clear that even for a developed country soft power does not come without spending hard dollars. Hence a considerable amount of budget will have to be allocated for promotion of soft power as 'soft power requires hard dollars.' Demagoguery and sloganeering in Muslim societies is rife and has to give way to deep, rational thinking and institution of structural reforms. Oil-producing nations need to invest in welfare projects, education, culture and modernisation. OIC nations can build their soft power through educational reforms, building universities, softening radicalism and diverting sources to art, culture, reforms, good governance and conflict resolution.

The republics of Vietnam and Sri Lanka have come out of the shadows of protracted civil wars and the former as an ASEAN member is performing remarkably well. Brazil and South Africa are also faring well by employing instruments of soft power. China is another shining example and is strong both in hard and soft power.

Pakistan needs a sophisticated approach to attain smart power. Soft power works differently within different state systems and cultural contexts. Its application varies from country to country and it may not work the same way it works for the US or any other developed country. Every country, even if endowed with all assets of soft power, may not be able to utilise them effectively. It is that sometimes the constraints faced by a country due to internal and external environment limit its soft power standing.

In order to effectively utilise soft power assets, Pakistan, too, will have to identify its constraints so that a policy road map can be drafted to build and sustain its soft power.

Pakistan's image has been shaped by international narratives on terrorism, extremism, nuclear non-proliferation issues and gender discrimination. In its earlier days after independence, the country's image was quite positive. It is time for introspection what went wrong.

With limited outreach to international audiences, Pakistan can sustain neither soft power nor soft image. Voice of Pakistan must be raised through traditional and social media, ie, CNN effect. Its negative image has much to do with incapability of conveying clearly its message abroad.

Soft power works differently within diverse state systems and cultural contexts. Its application varies from country to country and it is wrong to think that it'd work the same way it works for America or any other developed country. Each country even if endowed with all the assets of soft power may not be able to utilise them effectively. It is because the constraints that a country faces due to internal and external environment tend to limit its soft power.

In order to effectively utilise soft power assets, Pakistan, too, will have to identify the constraints and limitations so that a policy road map can be made to maintain and sustain it. Though there are many constraints, some of them are worth mentioning. First, an idea is implemented effectively only when it is comprehended properly. Soft power is generally confused with soft image.

Portraying Pakistan's positive image is different from sustaining its soft power. Much thought must be given to ponder over: for what purpose and to what extent Pakistan needs this soft power. Secondly, developed countries - the US, the UK, Germany, France, Canada and Australia have greater access to international communication channels and better understanding of international organisational structures. Therefore they are in a better position to fashion global norms and values. Indeed, soft power is a velvet glove that they utilise through aid, international communications channels and institutions.

If studied closely, it becomes clear that even for a developed country soft power does not come without spending hard dollars. Therefore, a considerable amount of budget will have to be allocated for its promotion. Pakistan's image today has been shaped by international narratives on terrorism,

In short, the quest for soft image shall entail simultaneously improvement on three multi-pronged levels: political, economic and cultural. Foremost to be tackled is the menace of terrorism and its vestiges which have to be dealt with an iron hand and followed by sound, durable de-radicalization program, This can be done through a mix of education, culture, good governance, robust infrastructure and improvement of economy - all instruments of soft power.

With these steps, many violence-hit countries, including Pakistan, may be able to surmount the present challenges in due course of time - though they seem formidable at present. (The writer is Visiting Faculty at the Department of Defence and Strategic Studies, Quaid-i-Azam University, Islamabad and former Adviser COMSATS and ex-President, Islamabad Policy Research Institute)