Expert: Dr. Bilal Zubair, Assistant Professor, Department of International Relations, National Defense University
Dr. Bilal Zubair provided insights on the concept of soft power, its relationship to cultural diplomacy, and their impact on national security. He began by explaining that soft power, a concept introduced by American political scientist Joseph S. Nye, comprises three main components: a country’s culture, political institutions, and external policies. Dr. Zubair emphasized that public diplomacy serves as the tactical level through which soft power is applied in a country’s external affairs.
Regarding national security, he highlighted that the concept has evolved to include both traditional and non-traditional aspects. He referenced Pakistan’s national security document 2022-26, which calls for a comprehensive approach to national security. This approach equates non-traditional concepts such as human security and environmental security with traditional concerns like territorial integrity.
Dr. Zubair argued that a country’s national image is crucial in today’s digital media and globalized world, and that this image is closely tied to national security. He stressed that cultural diplomacy and soft power play vital roles in promoting a positive national image and advancing a country’s interests.
Comparing Pakistan to its regional neighbours, he noted that countries like Bangladesh and India have been investing heavily in cultural diplomacy. He acknowledged that while Pakistan possesses significant cultural assets, it lacks a comprehensive cultural diplomacy policy and has not effectively promoted its cultural prowess.
Dr. Zubair emphasized the importance of cultural and educational exchanges in enhancing a country’s perspective in the international system. He cited examples such as the Fulbright scholarship program, Chinese government scholarships, and initiatives by countries like Australia and New Zealand. These programs, he explained, are designed to promote cultural exchanges and national perspectives globally.
He discussed various elements that contribute to a country’s soft power, including NGOs, diaspora communities, civil societies, cuisine, and infrastructure. He stressed the need for Pakistan to bring these components together in a cohesive framework to effectively promote its soft power internationally.
Dr. Zubair highlighted the potential of digital media as a cost-effective tool for promoting national image. He suggested initiatives like “Digital Pakistan” or “Branding Pakistan” to leverage social media platforms and digital campaigns for enhancing Pakistan’s global image.
The interview touched on the role of Pakistan’s diaspora in promoting the country’s image abroad. Dr. Zubair noted that while Pakistan has a significant diaspora, many are concentrated in countries where they work as common labourers. He emphasized the importance of engaging diaspora communities in professional fields such as medicine, engineering, IT, and business to more effectively promote Pakistan’s image.
Dr. Zubair also discussed the responsibility of Pakistani embassies in promoting the country’s culture, heritage, music, and cuisine worldwide. He highlighted Pakistan’s diverse cultural offerings, including various music genres, cuisine, and heritage sites, as potential assets for cultural diplomacy.
In conclusion, Dr. Zubair emphasized that national security extends beyond physical boundaries to include the psychological well-being and respect accorded to a country’s citizens abroad. He stressed that promoting a positive image of Pakistan is crucial not only for its people but also for its overall national security in the modern world.
