Soft Power, Public and Cultural Diplomacies 3. Joseph Nye, who famously coined the phrase “soft power”, defined it as “the ability to attract people to our side without coercion”. In his book Soft Power, he suggested three main sources for a country’s soft power: “its culture, its political values, and its foreign policies”. In contemporary international relations the primacy of communicating a favorable image of a country, involving both state and non-state actors and networks, is mostly important (Joseph S. NYE 2005). Mr. Alan K. Herrikson in his discussion papers in Diplomacy referred to various definitions of Public Diplomacy. A definition offered in March 1966 by Dean Gullion, public diplomacy is the means by which governments, private groups and individuals influence the attitudes and opinions of other peoples and governments in such a way as to exercise an influence on their foreign policy decisions. According to Lord Carter of Coles, Public Diplomacy emphasize the need for two-way or interactive communication. The Report of The Public Diplomacy Council, based at the School of Media and Public Affairs of George Washington University, Washington, DC term ‘Public diplomacy seeks to promote the national interest and national security of a country through understanding, informing and influencing foreign publics and broadening dialogue between citizens and institutions of the two countries and their counterparts. Public diplomacy is practiced through tools including holding of lectures, seminars, academic programs, Journalists exchange programs, scholarships to media persons of host country, establishment of cultural centers and libraries, book translation programs, Research grants, language study, co-opting legislators, community leaders, decision-makers in ministries and other organizations, and key religious and political leaders of the host country. One essential element of soft power is cultural diplomacy. Cultural diplomacy is a set of activities undertaken by a country of the origin directly or through its diplomatic missions to promote of foreign policy objectives by introducing its cultural assets in the host country. In practice, cultural diplomacy includes promoting national culture and cultural identity and values and national language in the host state, negotiating international treaties on cultural cooperation, and supporting and keeping up contacts with expatriate communities in the host state. It also covers education, science and technology, sports, arts and literature, archives and heritage, etc. However, the structure, as well as the overall intensity of the cultural-diplomatic activities may vary depending on the state and its foreign policy priorities and ambitions (Pajtinka 2014).

1. • Pakistan's software resources
• Suggestions

4. • External Publicity (EP-Wing) of M/ IB&NH
• Department of Electronic Media and
Publication(DEMP)
• 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.).
• aimed at promoting positive and
progressive image of Pakistan by
• commissioning documentaries
and publications on softer themes

5. • 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

6. • Pakistan has 25 think tanks
• Pakistan Institute of International Affairs PIIA ranks
among top 20 think thanks of the world.
• 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 conducts analyses and
dialogue on global and regional issues, security and
development of Pakistan. Signed 30 MoUs
• Pak Institute for Peace Studies Pvt Ltd. (PIPS) is a
research and advocacy think-tank to conducts
research and analysis of political, social and religious
conflicts on national and international security
• Center for Learning and Development (CLD) conducts
research-based trainings on sustainable development
to public, private and corporate sector

7. • 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.

8. 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).

9. • 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)

11. • 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)

12. 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)

13. • 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

14. • 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 PIA Arts 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

15. 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.

16. Iconic dishes include Nihari, Siri Paaye,
fried fish and Karahi
Islamabad desi French fries and Afghani
burgers, roll parathas and the iconic Savour
Pulao.
MULTAN — Sohan Halwa, fried fish, Chicken
Pulao Rabri Falooda
PESHAWAR — Chappli Kebab and Kabuli
Pulao
HYDERABAD — 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

17. • Gandhara, Harapa, Mohen-jo-Daro &
Meherghar
• Jainism, Hinduism, Buddhism, Sikhism
• Himalayas, Karakoram, Hindukush ranges I
• Kirthar, Khunjerab, Chitral Gol, Lal
Suhanra, Hazarganji-Chiltan, Margalla
Hills, Deosai, Hingol & Juniper
• Cricket, hockey, squash, and snooker
• Think tanks, media, civil society, diaspora
• Cross-roads of Central, South, West Asia
• Enormous economic potential
• Educationists, professionals,Entrepreneurs
• Armed forces contribute UN peace, curtail
terrorism

18. • Music in three major genres: religious/ ceremonial
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 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)

19. • 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.).

20. • 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);
• The World Performing Arts Festival;
• it has promoted over 60 festivals including :
• 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

21. • 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)

22. • 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

23. 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.

24. • 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

25. Two-dimension art which used canvas,
paper, walls, furniture and trucks
Sculpturing of all kinds
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
truck art

26. UNESCO's 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).
• Twenty-six sites on UNESCO’s
tentative list.
• These sites have already been
exposed to rest of the world due to
UNESCO and

27. High level of political commitment
reflected by budgetary allocation
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
Develop fully sold out single tagline and
logo
Channel the message to foreign
audiences through public and cultural
diplomacies, media