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ROLE OF MEDIA IN PROJECTING PAKISTAN:

Image and reputation have become essential parts of a states strategic capital. Like branded products,

branded states depend on trust and customers satisfaction. And they are the harbingers of a post-

modern politics based on style as much as substance.

The term image seems a simple word but, in fact, it is not. It is complex concept of communication thatembraces various issues and factors in inter-state relations. Image of a country plays an important role

in a countrys foreign relations with others. When a countrys image is spoiled and branded wrongly it is

hard to rebuild and gain the proper place and prestige in international community.

Image is a REALITY; it is the result of our actions. If the image is false and our performance is good, it is

our fault for being bad communicator - If the image is true and reflect our bad performance, its our

fault for being bad manager. Unless we know our image we can neither communicate nor manage.

Today, the world is one market, the advance of globalization means that every country, city and region

must compete with every other for its share of the worlds commercial, political, social and cultural

transactions. In such delicate environment, as in any busy market place, countrys image becomes a

critical factor.Mass Media eventually can build or tarnish the image of the country.

The debate on media is in fact a debate of changing world. Media is just a reflection and manifestations

of the social realities. Media is the part and parcel of the society which is going through rampant

commercialization. All the sections of the society including media have been influenced by the

philosophy of Survival of Fittest.

The emergence of international media conglomerates has further ignited the complexity of image

building. These conglomerates are owned by rich countries, rich persons or groups. Because of their

huge resources and highly skilled work forces they have employed, they sneeze in every part of the

globe and have access to information that the national media reach never. Today the globalization or

mass media has put the backward nation in a more precarious position in their image building.

The media (especially television) has become the main storytelling vehicle and the journalists have

become the key players in myth making and identity building. Professional communicators are central to

creating a sense of belonging and identity which underpins legitimate hegemonies.

Pakistan has taken a new direction in the world arena. This effort should be strongly supported by the

media to facilitate the national image building as a brand new enterprise for Pakistan in a concerted

drive to prove to the world that Pakistan deserves a different, broader and more positive image

Media have a unique and sophisticated ground to play on, while building images, it is important to

substantiate words with deeds. Image building is more likely to produce desirable perceptions when

action conforms to the projected images. It is important to recognise that while it is easy to maintain anold negative image or to gain a new negative image, it is extremely difficult to build a new positive

image. To put it, differently, it is very easy to be branded with a bad image and very hard to redress and

cure the scar.

The theory of medias intervention on image building of the country is based on a three-pronged

approach of strategy, substance and symbolic actions, planned and executed through long-term

planning.

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Through six basic areas of activity in which the media can set agenda to promote the real Pakistan

image: (1) Tourism promotion , (2) Exported products and services, (3) Selling policy decisions and

beliefs, (4) Soliciting inward Investment, (5) Cultural Exchange and Sports , (6) Marketing for politicians

and stars.

The only way in which medias role can be pursued through media-sation of image building, where the

fundamental attraction and ultimate benefits of a shared national strategy are communicated well

enough to stir a genuine motivation on the part of the various stakeholders, both public and private,

Improved coordination between the six above activities, the joint development of a national strategy,

more sharing of resources and expertise.

Media are swapping diplomats. Diplomatic profession is being undercut by the arrival of global

television. In this regard, diplomats are traditionally engaged in intelligence gathering, negotiation,

reporting and representation. When diplomatic channels are closed during crisis, the new global media

can become alternative vehicles for exchanging information.

In the context of the new millennium I have provided some preliminary necessary points to consider for

the media in building the image, but it is an area that certainly deserves further research.

No institution is perfect in this world and so is the media, rather I would say there is still a lot of scope

for improvement by which media can raise up to the aspirations of the people for which it is meant. We

cannot think of a democracy without active and neutral media. Media is like a watchdog in a democracy

that keeps government active. With the passage of time it has become a more matured and a more

responsible entity.

The present media revolution has helped people in making an informed decisions and this has led to

beginning of a new era in a democracy.

Government media and the private sector should remember that managing image building is by any

standards a gigantic task, demanding a combination of vision, creativity and effort. This case is not a

matter of choice but necessity. Pakistan and the Pakistani media must work in maintaining and

cultivating the good name.