Department of Media & Communication

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Pakistan's Soft Power: Prospects and Limitations
(Journal of South Asian Studies, 2014) Hadia Rahman
The contemporary world is shifting its focus from hard power to soft power. This new approach is really influential in bringing stability in the present times. It is largely used in international affairs for progress at national and global level. All developed countries are now particularly paying attention towards building their soft power. Britain, United States of America, China, Russia and India; all big states are concentrating towards soft power since long along with hard power. Pakistan needs to spot on its soft power seriously. Unfortunately terrorism, feeble tourism industry and corruption have already tarnished the soft image of the country worldwide. Pakistan needs to promote its soft image through media, tourism, literature, art and painting, information technology, music and theatre. Pakistan has unlimited things which can be used to offset the dark shadow of the country. The lacking object is the focus on soft power which should be initiated because only it can help to portray Pakistan in a positive way on the global level.