Building Pakistan’s soft image

A state deploys soft power as a pivotal feature in its diplomatic strategy to further its national interests. The international system witnesses transformations with instruments of power being constantly redefined and reshaped. Every country, including major powers with considerable military might and a thriving economy, seeks to incorporate soft power into its foreign policy approach. Ban Ki-Moon, the former Secretary-General of the United Nations, states, “Soft power is an essential ingredient in international diplomacy, now more important than ever.”

A country may enhance its soft power by improving its governance and human rights record, displaying its educational, scientific, and technological prowess. Therefore, Pakistan can derive valuable insights and strategies to enhance its soft power and cultivate a positive global perception by studying successful examples from other nations.

However, the concept of soft power varies significantly between two global powers: the United States and China. The former’s notion of soft power is encapsulated by Harvard scholar Joseph Nye, who coined the term. He initially defines hard power as the ability of states “to do things and control others, to get others to do what they otherwise would not.” He later asserts that the US possesses an additional tool, aside from traditional military superiority, to influence perceptions of other states through ‘co-option’ and attraction rather than coercion, which he terms as US soft power. Nye contends that the US outshines other major powers not solely due to its military might and robust economy, but also due to its cumulative strength across military, economic, scientific, cultural, and ideological domains. He says that the US has three pivotal tools of power, namely culture, ideology, and institutions, and it can induce other states through these instruments to act the way it wants them to, rather than relying on military power to accomplish its foreign policy goals.

This illustration of soft power has been controversial all along because, in the quest to change the behaviour of states, the US has not always deployed ‘co-option’ and instead resorted to military means and punitive economic sanctions. The US maintains a military expenditure greater than the combined spending of nine other countries, and there seems to be little inclination in Washington to slow down the global arms race.

The US employed military force to invade Grenada, Libya, Afghanistan, Iraq, and others and placed harsh economic sanctions on states, such as Iran, Russia, and North Korea, etc. to discipline and mould them to adopt its core ‘liberal values’.

On the other hand, China is not coercing other countries into altering their values to embrace Beijing. Chinese President Xi Jinping stresses the significance of “a community of shared destiny” in which states adopt their developmental agenda and work toward inter-connectedness as the principle followed by it. China’s model of soft power can be summarised in these lines: “You don’t have to want to be like us, you don’t have to want what we want; you can participate in a new form of globalisation while retaining your own culture, ideology, and institutions.” Unlike America or the rise of any power in world history, the rise of China has been peaceful, faster, and bigger than all of them.

A middle-power country like Pakistan is frequently faced with the choice between China and the United States. However, making a binary choice may entail geo-strategic risks, Islamabad needs to learn from China’s model of soft power that promotes regional integration and connectivity. China’s economic rise is associated with its revolutionary infrastructure project Belt and Road Initiative whose flagship pillar China-Pakistan Economic Corridor (CPEC) is based in Pakistan. It will give Islamabad a head start in the soft power competition over other regional states. Pakistan, therefore, needs to strive for regional connectivity for economic prosperity as a foremost priority.

China has demonstrated through its peaceful ascent that a nation can achieve global power status without resorting to invasions, colonisation, or subjugation of other countries.

The hegemonic approach of ‘us versus them’ is counterproductive given the interconnected nature of the world.

China’s leading role during the COVID-19 pandemic, when it extended support to over 80 countries, was admired worldwide. It demonstrated how a country can enhance its soft image by establishing relevance in a complex, interconnected world. Pakistan can enhance its relevance through proactive diplomacy, such as adopting stances on issues crucial to specific groups of countries or regions. For instance, Austria is renowned for championing nuclear disarmament, while the European Union is recognised for advocating human rights.

Similarly, Pakistan can improve its soft image by campaigning for issues concerning a host of countries, like Islamophobia. Last year, Pakistan’s permanent representative to the UN introduced a resolution proclaiming March 15 as the International Day to Combat Islamophobia. It was unanimously adopted by the General Assembly. While the issue primarily concerns Muslims, Islamabad can also advocate for matters affecting the non-Muslim world, such as standing up for climate change issues, etc.

By leveraging educational exchanges and initiatives embraced by Western nations, such as Fulbright, Chevening, Erasmus Mundus, and DAAD, Pakistan can invite university graduates or professionals from diverse regions to experience a few weeks within Pakistani universities and organisations, providing them with insights across the nation.

In addition, the UK improved its economic indicators by a whopping $42 billion from foreign students alone in 2021-22. Pakistan can hold more international literary conferences and festivals to display a soft image. The government should encourage Pakistani students to study in foreign universities. They will be instrumental in depicting a positive image of a country.

Cultural exchange can promote the collaborative production of art, music, and sports with other countries. In this regard, Pakistan can translate Pakistani dramas into languages such as Spanish, Turkish, Arabic, etc., and market them to other countries. The Pakistan Super League (PSL) is a commendable sports initiative. It has not only revitalised cricket in Pakistan but has also upheld the impression that the country is peaceful and safe for sports, business, and trade. There exists an ‘Emerging Pakistan’ project under the Ministry of Commerce, which highlights tourist destinations and cultural diversity of Pakistan. Turkey alone earned nearly $47 billion from its tourism industry last year.

Pakistan is the homeland of a rich cultural and religious heritage, encompassing Hinduism, Buddhism, and Sikhism. We require a form of ‘national branding’ to position ourselves as a heritage site for religious tourism. In this context, Discover Pakistan, a renowned television channel, broadcasts documentaries and showcases other positive developments within the country.

We need to invest in our diaspora, as India does, and make it influential, and a powerful resource for the country’s soft power.

Drawing from examples like India, an emerging giant in Information Technology, and Germany, an authority on automobiles, Pakistan can enhance its soft power through commerce and the diversification of exports.

Pakistan’s former permanent representative to the UN, Dr Maleeha Lodhi, states that if a country does not invest in soft power, it provides room to its adversaries who seize the narrative and define it on their terms. Pakistan has rich potential to ascend higher and higher on the ladder of soft power by showcasing its leadership potential in multiple fields of mutual interest. The Global Soft Power Index 2020 ranked 60 countries based on seven Soft Power Pillars: Business and Trade, Governance, International Relations, Culture and Heritage, Media and Communication, Education and Science, and People and Values. Among the 60 countries surveyed, unfortunately, Pakistan ranked 53rd. The methodology of these surveys can be debated, but they provide considerable insight into the obstacles a state confronts while unleashing its soft power potential. Nevertheless, Pakistan can gain substantial benefits for its national interests at the international level if it formulates a plan and incorporates these elements into its foreign policy discourse.

-The writer is a Research Officer at the Center for International Strategic Studies (CISS), Islamabad.