Dynamics of Soft Power in Image (Narrative) building of States: Comparative analysis of Pakistan - India through Media & Cricket Diplomacy

Abstract

This seems quite evident in Indian movies which strongly project their side of the story by highlighting cross-border terrorism. Similarly, in South Asia, cricket has a massive fan base, so it provides an excellent example of soft power diplomacy. What strategies led India to this success? How can Pakistan learn from these strategies to enhance its soft power? More importantly, how do this narrative and image-building projection of India impact Pakistan's narrative and image-building internationally? Pakistan, since independence, has been through tough times. The arch rivalry between India-Pakistan and disputed borders with Afghanistan posed a security risk for Pakistan. Therefore, Pakistan always focused on hard power choices for deterrence and to make their presence felt internationally. However, the changing dynamics of international order have preferred soft power tools, without exhausting hard power, to employ a state’s influence for international peace, stability, and order. However, Pakistan, unlike its contemporaries, lags in employing soft power tactics.