ASSIGNMENT NO 2

SUBMITTED BY: FARHEEN MEHBOOB

REG# SP23-BSE-060
SUBMITTED TO: Ms. SAMIA SHAHZAD
TASK:

Culture is an important aspect of any society. In this regard explain the culture of Pakistan and
express your views about how cultural diplomacy can be promoted through media and cultural
exchange programs?

ANSWER:

CULTURE:

The ideas, customs, and social behaviour of a particular people or society.

THE CULTURE OF PAKISTAN:

Culture is the way of life which includes customs, value system, norms and traditions. Pakistan has many cultures
like Punjabi culture, Balochi culture, Sindhi culture and Pushtun culture.
MUSIC:
The variety of music available in Pakistan such as folk songs, qwali and ghazal, are also a part of its culture.
DANCE:
The unique dances of the different cultures of Pakistan are attan, khattak, ludi, hojamalo and bhangra.
LITERATURE OF PAKISTAN:
Literature is available in Urdu and English. Other than this Pakistan has literature available in all the languages.
PAKISTAN AS MULTICULTURAL AND SOCIALLY DIVERSE COUNTRY:
Our country is multicultural. The culture is different in every region. People who speak a different language have
their own culture. Culture also varies across different castes, tribes, rural and urban areas. The elites and the
religious sects have different cultures.
CULTURE AS STRENGTH:
It is the strength of a country, and we should be socially diversified to accept the cultures of other social groups. Our
country is socially diversified as there are wealthy, poor, managers, workers, officers, subordinates, teachers,
students, doctors and engineers. If we accept the diverse cultures of our country, it will become our strength.
Pakistan is a pluralistic cultural society, combined with multi-culturalism and social diversities which have been
playing a constructive role in political development of the country.

CULTURAL DIPLOMACY:
Cultural diplomacy is the use of culture as a tool by governments. It is done by exchanging ideas, information,
customs, social behavior, art, language, clothing style, types of food, festivals, specialty of culture and other aspects
of culture of society among nations and people on an international level to promote positivity about your culture and
country and to promote level of mutual understanding.

CULTURAL DIPLOMACY THROUGH MEDIA:

In today’s interconnected world, social media has emerged as one of the most powerful tools for cultural diplomacy.
Platforms like YouTube, Instagram, Facebook, and Twitter allow individuals, governments, and organizations to
showcase cultural heritage and traditions to a global audience, promoting mutual understanding and a positive image
of their countries. Here’s how cultural diplomacy can be effectively promoted on each platform:

YOUTUBE
  YouTube is an ideal platform for creating and sharing long-form content such as vlogs, documentaries, and
cultural tutorials. Whether it’s a travel vlog that highlights local traditions, a cooking show featuring
traditional dishes, or a documentary on historical landmarks, YouTube can offer a comprehensive view into
the culture.
 By showcasing the positive aspects of a country—its landscapes, festivals, and everyday life, YouTube
content can attract international viewers. This helps build a positive perception of the country, encouraging
tourism and cultural exchange. As more viewers become influenced by these cultural portrayals, they may
be inspired to visit and experience it firsthand.
 Creators from different cultural backgrounds can collaborate on projects, offering diverse perspectives and
fostering a cross-cultural dialogue that reaches audiences from around the world.

INSTAGRAM:
 Instagram is a highly visual platform focused on images and short videos. By sharing high-quality photos
and aesthetically pleasing short reels, people can present different aspects of their culture, from traditional
clothing and food to festivals and scenic landscapes.
 Through short, engaging videos (reels), users can promote snippets of their culture—like a dance
performance, art exhibit, or local festival—capturing attention in a format that modern audiences prefer.
 Cultural diplomacy can be further promoted through collaborations between influencers from different
countries. When influencers from various cultural backgrounds share their experiences of visiting or
engaging with another culture, they amplify the reach of cultural diplomacy and make it more relatable to
their followers.
FACEBOOK:
 Facebook allows the creation of groups and pages dedicated to specific cultural topics. Through these
communities, people from across the globe can share their experiences, ask questions, and learn about other
cultures in a structured manner. For instance, a page promoting Pakistani cultural heritage could engage
followers from various countries, generating discussions and learning opportunities.
 Facebook also provides a space to promote cultural events, such as festivals, exhibitions, and webinars.
These events can attract a global audience, further promoting cultural understanding.
TWITTER:
 Twitter is a platform for concise and impactful messaging. Governments, embassies, and organizations can
run cultural diplomacy campaigns by using hashtags, sharing key cultural insights, or promoting national
heritage events. Twitter’s real-time nature allows users to engage in international conversations around
global cultural trends or issues.
 By participating in trending discussions related to culture, heritage, or festivals, cultural organizations and
governments can showcase their nation’s contributions and traditions to a worldwide audience.

KEY ADVANTAGES OF SOCIAL MEDIA IN CULTURAL DIPLOMACY:

REAL-TIME ENGAGEMENT:
Social media allows for immediate interaction, enabling users from different cultures to engage in real-time
dialogue, ask questions, and share their perspectives.

BROAD ACCESSIBILITY:
With billions of active users on platforms like Instagram and YouTube, social media ensures that cultural messages
can reach a global audience without the need for large budgets or traditional media infrastructure.

INTERACTIVE AND RELATABLE:

Social media’s informal and interactive nature allows cultural diplomacy efforts to appear more approachable and
relatable, especially when driven by content creators and influencers who resonate with younger generations.

FILM AND TELEVISION:

Global Broadcasting of TV Programs and Movies: Cultural themed shows, documentaries, and films can expose
audiences worldwide to a variety of traditions, lifestyles and social norms. For instance, movies that depict historical
events or cultural festivals assist international audiences in comprehending a country's values and heritage.

GLOBAL BROADCASTING OF TV PROGRAMS AND MOVIES:

Cultural themed shows, documentaries, and films can expose audiences worldwide to a variety of traditions,
lifestyles and social norms. For instance, movies that depict historical events or cultural festivals assist international
audiences in comprehending a country's values and heritage.

INTERNATIONAL FILM FESTIVALS:

These events present films from around the world, promoting cultural exchange through the medium of cinema. For
example, the Cannes Film Festival frequently advances cultural diplomacy by showcasing films from various
regions.

CULTURAL SHOWS AND DOCUMENTARIES

DOCUMENTARY MOVIES:
Films that delve into cultural matters, human narratives, traditions, and historical events act as educational
instruments for cultural diplomacy. They provide comprehensive insights and encourage empathy and an
appreciation for diverse cultures.

EDUCATIONAL BROADCASTING:
Networks such as National Geographic and Discovery offer documentaries and series about world cultures, nature,
and history, promoting curiosity and appreciation for global diversity

VIDEO GAMES:
Historical or culturally themed video games can educate players about various societies and their values. For
instance, games that draw inspiration from ancient civilizations or cultural mythologies enable players to develop a
greater appreciation for those cultures.
ONLINE MULTIPLAYER PLATFORMS:
These platforms enable players from various countries to engage in real-time interactions, offering an informal
environment for cultural exchange through gaming experiences.

CULTURAL EXCHANGE PROGRAMS:

Cultural exchange occurs when two people of different cultural backgrounds share ideas, feelings, and values to
promote mutual understanding. Cultural exchange programs simply provide the formalized framework for this
process to play out.

Cultural exchange programs are delivered by a range of providers, including:

 Educational institutions, such as your local university
 Government departments, such as Pakistan National Council of the Arts (PNCA)
 Third-party organizations, such as: Example: Citizens Archive of Pakistan (CAP)
 International organizations, such as: Pakistan National Commission for UNESCO (PNCU)
EDUCATIONAL INSTITUTIONS (E.G., LUMS, NCA):
CULTURAL EXCHANGE PROGRAMS:
Students and faculty participate in exchanges, language courses, and local cultural events. International Conferences
and Seminars: Universities host conferences, bringing together global scholars to discuss cultural issues.
STUDENT CLUBS AND SOCIETIES:
Cultural societies organize fairs and exhibitions to promote cultural heritage.
PARTNERSHIPS AND COLLABORATIONS:
Collaborations with international universities foster cultural immersion and joint programs.

GOVERNMENT DEPARTMENTS (E.G., PNCA):

NATIONAL AND INTERNATIONAL EXHIBITIONS:
PNCA hosts exhibitions showcasing art, crafts, and performances to promote Pakistani culture globally.
CULTURAL FESTIVALS:
Festivals organized by PNCA highlight Pakistan’s traditions, promoting cross-cultural exchanges.
ARTIST EXCHANGE PROGRAMS:
Sponsored artists collaborate internationally to learn and showcase culture abroad.
CULTURAL HERITAGE PRESERVATION:
PNCA works on preserving and promoting Pakistan’s cultural heritage, often partnering with bodies like UNESCO.

THIRD-PARTY ORGANIZATIONS (E.G., CAP):

ORAL HISTORY PROJECTS:
CAP documents and shares personal stories of Pakistan’s history through exhibitions and digital archives.
CULTURAL EDUCATION PROGRAMS:
CAP conducts storytelling and heritage workshops for schools and communities.
INTERNATIONAL COLLABORATIONS:
CAP works with international institutions to promote Pakistani culture abroad through exhibitions.
VIRTUAL CULTURAL PROJECTS:
CAP creates virtual exhibitions for global audiences to access Pakistan’s cultural heritage.

INTERNATIONAL ORGANIZATIONS (E.G., PNCU):

WORLD HERITAGE SITE PRESERVATION:

PNCU works with UNESCO to protect Pakistan’s cultural sites like Mohenjo-Daro.

EDUCATIONAL AND CULTURAL PROGRAMS:

PNCU promotes intercultural dialogue and cultural education through international partnerships.
UNESCO CREATIVE CITIES NETWORK:
Pakistan participates to promote its creative industries globally.
CAPACITY BUILDING AND TRAINING:
PNCU organizes workshops to enhance skills in cultural preservation and promotion.