LEVERAGING MEDIA FOR NATIONAL IMAGE-BUILDING: A SOFT POWER STRATEGY FOR PAKISTAN

Authors

  • Waqas ur Rehman Lecturer, Department of History & Politics, The University of Haripur
  • Fozia Hafeez Lecturer, Department of Political Science & International Relations, University of Swabi

Abstract

This paper explores how Pakistan can strengthen its global image and enhance its soft power through strategic use of media resources. Grounded in the theoretical framework of Joseph Nye’s concept of soft power, the paper analyzes the current landscape of Pakistani media and identifies practical measures for leveraging it to influence international audiences. It discusses the role of cultural exports, digital diplomacy, public broadcasting and strategic narratives in reshaping perceptions of Pakistan at the global level. With growing geopolitical challenges, a strong media-driven soft power strategy is vital for promoting national interests, countering negative stereotypes, and cultivating a favorable international reputation. Through qualitative analysis and global best practices, the study proposes policy directions for the Pakistani State and media stakeholders.

Keywords: Soft Power, Pakistan, Media, Diplomacy, Strategic Communication.

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Published

2025-07-20

How to Cite

Waqas ur Rehman, & Fozia Hafeez. (2025). LEVERAGING MEDIA FOR NATIONAL IMAGE-BUILDING: A SOFT POWER STRATEGY FOR PAKISTAN. Policy Journal of Social Science Review, 3(7), 233–240. Retrieved from https://policyjssr.com/index.php/PJSSR/article/view/386

Issue

Vol. 3 No. 7 (2025): Policy Journal of Social Science Review

Section

Articles