The globalized world has redefined the concept of power for countries, prompting a shift from the use of hard power, notably military capabilities, to the deployment of soft power. Soft power is the ability to achieve objectives through persuasion and encompasses the principles of cultural diplomacy and economic diplomacy, collectively referred to as public diplomacy.
The term public diplomacy was first coined in 1965 by Edmund Gullion, Dean of the Fletcher School of Law and Diplomacy, in part to distance the activity of information governed by the term propaganda, which had acquired a negative connotation.
Public diplomacy is a multifaceted foreign policy strategy that incorporates cultural and economic diplomacy elements, involving the deliberate use of a nation’s cultural assets, such as art, music, language, and traditions, as well as economic initiatives like trade promotion and investment attraction, to engage with foreign audiences.
This strategic approach aims to advance a country’s interests by promoting its cultural heritage, values, and economic strengths, facilitating mutual understanding, strengthening international relationships, and enhancing the nation’s global image and influence. The shift towards public diplomacy is a reflection of the evolving nature of international relations, but its effectiveness can vary depending on a country’s circumstances.
In the contemporary world, where every country strives to establish a predominant position in global politics, they employ every means to form alliances with global powers, often without considering the potential repercussions in the future. Developed countries are employing public diplomacy to expand their influence in other regions of the world and to enhance their international image, even as they may seek to conceal internal challenges and assert dominance in international conflicts.
There are numerous instances where the use of soft power has had negative consequences. In the 1960s, Pakistan went into the capitalist bloc without considering the nonalignment policy of maintaining neutral relationships with every country. It was the first non-NATO ally of the USA, which gave financial aid to Pakistan, and in exchange, stipulated Pakistan to stop its nuclear programme, and support it in the war against the USSR. Pakistan successfully completed its nuclear programme despite external pressure otherwise they would have serious ramifications. However, the country is still grappling with the consequences of its involvement in the War on Terror, which has contributed to the rise of extremism and terrorism.
India, which is poised to become a global power in the future, has been leveraging cultural diplomacy to portray itself as a secular and democratic country. The RSS has been attempting to transform India’s governance into a ‘Rashtra’ in which all political and economic systems are grounded in native ideologies. It has been involved in provoking communal violence against religious minorities including crackdown on mosques, churches, and illegal detention of Muslims. Despite that, it claims to be a secular democratic country.
Secondly, Pakistan and India both have certain claims on the disputed territory of Kashmir and India resolved the issue unilaterally. The sole reason that Pakistan could not achieve its desired results when it comes to projecting Kashmir’s cause at the international forums is the internal political turmoil in Pakistan that has directly affected Pakistan’s economy as well as foreign policy. The Western and Gulf countries have significant economic interests in India so they are inclined towards India.
In the 21st century, public diplomacy is typically viewed as a positive term; it has been exploited by developed countries, who have sometimes used it interchangeably with propaganda to advance their own interests. Developing countries like Pakistan should also incorporate public diplomacy, especially in terms of economic diplomacy, to effectively harness their resources and strengthen their lobbying efforts. This can be achieved by establishing institutes and utilizing digital media for narrative-building, rather than relying solely on other nations. By doing so, these countries can develop a more independent approach to international politics.
In the last few days, Canada accused India of executing the leader of the Khalistan movement on its land, but no action has been taken against India. India is using soft power and cultural diplomacy to conceal facts from the world.
China, which is challenging US hegemony in the world, has always exploited soft power to not only enhance its dominance in the world but hide its internal turmoil in the shadow of development. In 2007, it made an investment in war-torn Republic of Congo by giving them $5 billion in aid, and in exchange signed a deal to import cobalt which is a crucial material in electric vehicles. Congo has cobalt mines with 51 percent of the world’s cobalt reserves. Now, China controls 70 percent of the extraction of cobalt in Congo when its price has increased by 400 percent in the global market. Another example is China loaned Sri Lanka $1.26 billion to finance the Hambantota port from 2007 to 2014. As Sri Lanka’s debts mounted, China’s state-run firm China Merchants Port Holdings took over management of the port under a 99-year lease for $1.12 billion, which Sri Lanka used to strengthen its foreign reserves.
“China has also made a heavy investment in the Chabahar port of Iran, which experts believe it will use as a naval base against India in case of a confrontation in the Indian Ocean. China’s economic and cultural diplomacy has propelled it ahead in the case of Taiwan. Despite the USA’s support for Taiwan, the dispute remains unresolved.
In the case of Pakistan, China has made a billion-dollar investment, which is deemed a potential debt trap. If Pakistan fails to complete the work on the China-Pakistan Economic Corridor (CPEC), it might lose the Gwadar port. Researchers believe that this port could also serve as a naval base for China to counter India’s influence in the Indo-Pacific region. Additionally, various Chinese institutes have been actively working to foster positive perceptions of China, not only in Pakistan but also worldwide.
China’s influence in Central Asia primarily centers on investments in the education sector. This involves offering scholarships to Central Asian students and academics for travel to China and providing financial support for the establishment of Chinese studies programmes throughout the region. This strategic approach enables China to shape its image in a highly targeted manner among Central Asian populations, especially the younger demographic.
Additionally, noteworthy in this realm is the collaboration in media, which encompasses training programmes for Central Asian journalists and media professionals conducted in China. It has also expanded its footprint in African countries to exploit their resources by making them a part of its regional connectivity project, the Belt and Road Initiative.
Today, many countries are refraining from speaking, or even adopting a neutral stance, regarding the atrocities committed by Israel in Palestine. Israel has been leveraging public diplomacy, including the use of social media and its lobbying power, to depict Palestine as a terrorist entity on the world stage. Besides it, the concept of LGBTQ is also becoming widespread by Western countries with the help of public diplomacy. For instance, roundtables, panel discussions, summits, and national dialogue days on legal and social challenges facing LGBT people globally are orchestrated. Other efforts include providing more incentives to developing countries to pass bills and laws regarding it in their countries.
In the 21st century, public diplomacy is typically viewed as a positive term; it has been exploited by developed countries, who have sometimes used it interchangeably with propaganda to advance their own interests. Developing countries like Pakistan should also incorporate public diplomacy, especially in terms of economic diplomacy, to effectively harness their resources and strengthen their lobbying efforts. This can be achieved by establishing institutes and utilizing digital media for narrative-building, rather than relying solely on other nations. By doing so, these countries can develop a more independent approach to international politics.
