Soft Power Utilization as A Tool in Image Building and Shaping Bilateral Relations of Pakistan

Abstract

Soft power in modern times has been an indispensable tool in shaping and framing the image of different countries. The term soft power was established in 19th century, which means by use of democratic ways; influence others to achieve desired results. Different countries in the world are building their soft image through cultural diplomacy and other tools of soft power utilizing it for economic and political benefits. Pakistan has a vast potential of building its soft power image on regional and international level. Pakistan is a developing nation with a multi-cultural environment and with natural resources, which could be used to established bilateral relations. This article identifies soft powers of Pakistan which could be used to build democratic relations as well as to achieve desired goals. Qualitative approach has been utilized in the research process and content, discourse and thematic analysis of different data available has been done as per the research requirements. The research is distinct and significant regarding Pakistan as traditionally a lot of focus had been laid upon the hard and tangible perspective of Pakistan ignoring its soft power image that significantly haunts and obscures the overall country, s image on international level and thus thwarts the overall development process. To further strengthen Pakistan's soft power internationally, initiatives to advance cultural exchanges, highlight economic potential, and enhance foreign perceptions are vastly recommended. 

Keywords: Soft Power, Economic Development, Cultural, Democracy, Diplomacy.