A state deploys soft power as a determining feature in its diplomatic strategy to further its national interests. As the power structure of the international system witnesses a major transformation with instruments of power being constantly redefined and reshaped, every country, including the major powers with considerable military might and flourishing economy, tries to incorporate soft power in its foreign policy approach. Ban-Ki Moon former secretary-general of the United Nations says ‘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, owning its culture and heritage, advancing media and communication, promoting its tourist destinations, and adopting modern business practices among others. Pakistan, therefore, by examining successful examples from other countries can gain valuable insights and strategies to improve its soft power and create a favorable global perception.
The concept of soft power, however, varies greatly among the two global powers: the United States and China. The former’s idea of soft power is encapsulated by Harvard scholar Joseph Nye, who actually coined the term. He first defines hard power saying that it is the ability of states ‘to do things and control others, to get others do what they otherwise not’. He later proposes that the US, in addition to traditional military superiority, has another power tool to change perceptions of other states through ‘co-option’ and attraction rather than coercion, terming it the US soft power. He says that the US is superior to other major powers not only because of its military might and strong economy but because of its cumulative strength in military, economy, scientific, cultural, and ideological fields. He says that the US has three important 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 behavior of states, the US has not always deployed ‘co-option’ and instead resorted to military means and punitive economic sanctions. The US continues to spend more on the military than the next nine countries combined, and there does not appear to be an appetite for slowing the global arms race in Washington. It has been vainly using military force to invade Grenada, Libya, Afghanistan, Iraq, and others and placing harsh economic sanctions on states, like Iran, Russia, and North Korea, etc. to discipline and mold 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 says ‘a community of shared destiny’ in which states adopt their own developmental agenda and work toward inter-connectedness as the principle followed by it. China’s model of soft power can be summarized 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 globalization while retaining your own culture, ideology, and institutions.” Unlike America’s manifest destiny or the rise of any power in world history, the rise of China has been so far peaceful, faster, and bigger than all of them.
A middle-power country like Pakistan is often asked to choose between China and the United States, but, making a binary choice may entail geo-strategic risks, Islamabad, needs to learn from China’s model of soft power that is of ‘peaceful rise’ through 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 top priority.
China has shown through its peaceful rise that a nation without invading, colonizing, or subjugating another country can still become a global power. The hegemonic approach of ‘us versus them’ is counterproductive given the interconnected nature of the world. China’s leading role during the Covid-19 in which it extended support to over 80 countries was admired all across the world. It showed how a country can increase its soft image by establishing its relevance in a complex, interconnected world. Pakistan can also increase its relevance through proactive diplomacy, for instance by taking positions on issues vital to a group of countries or regions. For example, Austria is known for championing nuclear disarmament and the European Union is known 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 15 March as the International Day to Combat Islamophobia. It was unanimously adopted by the General Assembly. Though it is an issue for Muslims only, Islamabad can also rally against matters affecting the non-Muslim world, like standing up for climate change issues, etc.
Through educational exchanges, like the Western initiatives of Fulbright, Chevening, Erasmus Mundus, and DAAD, it can invite university graduates or professionals from different regions to spend a few weeks in Pakistani universities and organizations and take them across the country. The UK improved its economic indicators by a whopping $42 billion from foreign students alone in 2021/22. In addition, Pakistan can hold more international literary conferences and festivals to display a soft image. The government should ensure that Pakistan Chairs lying vacant in foreign universities are filled as they are instrumental in depicting a soft image of a country.
Cultural exchange can promote the collaborative production of tv/music/sports with other countries. In this regard, it can translate Pakistani dramas into languages such as Spanish, Turkish, and Arabic, etc., and sell them to other countries.
The Pakistan Super League (PSL) is a great sport initiative. It has not only revitalized cricket in Pakistan but has sent the impression that the country is peaceful and safe for sports, business and trade. There is an ‘Emerging Pakistan’ project under the Ministry of Commerce, that highlights tourist destinations and cultural diversity of Pakistan. We have rich tourism potential. Turkey alone earned nearly $47 billion from its tourism industry last year. Pakistan is a homeland for Hinduism, Buddhism, and Sikhism. We need ‘national branding’ as a heritage site for religious tourism, and in this regard, Discover Pakistan is a well known television channel broadcasting documentaries and other positive developments within the country.
We need to invest in our diaspora, as India does, and make it bigger, more influential, and a powerful resource for the country’s soft power.
Taking India and Germany as examples -the former an emerging giant in Information Technology and the latter an authority on automobiles- Pakistan can bolster its soft power through commerce and diversification of exports.
Pakistan’s former permanent representative to UN Dr. Maleeha Lodhi says that if a country does not invest in soft power, it provides space to its adversaries who seize the narrative and define her on their own terms. Pakistan has rich potential to ascend higher and higher on the ladder of soft power through showing perception as a leader in multiple fields of mutual interests. The Global Soft Power Index 2020 ranked 60 countries on the basis of seven Soft Power Pillars: Business and trade, governance, international relations, culture and heritage, media and communication, education and science, and people and values. Out of these 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 toward unleashing its soft power potential. Pakistan, nevertheless, can earn a substantial national interest dividend if it works out a plan and integrates these elements into its foreign policy discourse.
This article was published in another form at https://www.thenews.com.pk/print/1100063-building-pakistan-s-soft-image
Mobeen Jafar Mir
Mr Mobeen Jafar Mir is currently working as a Research Officer at the Center for International Strategic Studies (CISS) Islamabad.
