Nation Branding through Music Diplomacy: A Case Study of Pakistan 2008-2020
Author: Muhammad Rafi Khan, realrafijamal@gmail.com
Department: International Relations
University: Minhaj University Lahore, Pakistan
Supervisor: Sajid Mehmood Shahzad
Year of completion: In progress
Language of dissertation: English
Keywords:
Nation Branding
, Culture
, Music
, Constructivism
Areas of Research:
Communication, Knowledge and Culture
, Local-Global Relations
, Senses and Society
Abstract
Culture is a prominent characteristic of societies that introduces them to the world stage. It is a combination of highly valued traditions, customs, beliefs, and talents of collectives that become inherent to their everyday lives and become their past to be cherished in the future. However, among all the skills the nations possess and among all the customs nations rejoice in, music is an element that transcends boundaries, reaching the hearts and minds of people and consequently connecting them in a strong emotional bond. This characteristic is seldom found in any other element of culture. As music has always been a thriving cultural element, Pakistan is blessed. This study is an effort to go deep, not into making music but in using it for Pakistan to soften and strengthen relations with other nations. Pakistan has the potential to harness the power of music through various strategies. Cross-border cultural initiatives, placing music at the forefront of cultural discourse, promoting a more favorable national image at regional levels, addressing diplomatic challenges using the elements of soft power, and exploring opportunities for nation branding on an international scale, Pakistan can enhance its global reputation and visibility through music diplomacy. This study uses a Constructivist approach to assess how music can benefit the nation in the long run. The author has accumulated data through quantitative surveys, which will also help current and future studies.
