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Films play an important role in creating, shaping and developing precious public opinion and strengthening the general beliefs of the society. However, keeping in the vision the significant role of media, the image of Pakistan is facing a lot of issues for the past decades. The image of Pakistan explore not only inside the national boundary but also the image that is set across the globe.
In today’s world where films or media is measured as most important tool, all types of decision and information about its norms, beliefs, events and opinions are given through media. It is to understand that any country is the significant part of analysis for media that acts as an agent in forming the perception about an economy. As a result, to mitigate this negativity, Pakistan has become a friend in the international war to fight against terrorism post–September 11. It was due to the fact that Pakistan has turned into a prime target of terrorism itself and witnessed a serious deterioration in law and order conditions, with suicide bombings, bomb blasts at public gatherings, mosques, and other holy places; and attacks on the military forces. This deterioration in image resulted in huge losses, reduced investment those results in economic instability and in low economic growth.
There had been a considerable measure issues looked by Pakistanis over the most recent 6 decades, particularly after 9/11 incident, which brings about ups and down in Pak-US relations. These connections fluctuated with time, infrequently from bad to good and from good to bad. This negativity is largely dependent on the event that took place on 9/11. International media started showing intense negative image of Pakistanis in news and through entertainment such as movies etc. Pakistan had no idea that this incident would harm them. News given by media is all about terrorism and presented Pakistan as responsible for the terrorism. As in Pakistan there have many heartening things to be shown by the media. Media’s duty is to show reality to the world. It is the duty of Pakistani media to act as a ‘watch dog’. There are many other reasons which results in negative image of Pakistan in international media such as Taliban, military coup, and Al-Quida. And it results in poor image of Pakistan around the globe. Pakistan has been fighting for world peace but they have fail due to media showing negative image through entertainment and news
The problem of this scenario is to measure the positive and negative impact that is developed in today’s time using the available media.. For instance after the 9/11 Americans blamed religion to the core of extremism and fanaticism in the Islamic world and image of Muslims were portrayed as conservative bearded turban wearing men. In any case, some reasons that are viewed as an issue is the American foreign policy; particularly towards Pakistan, the American media depicted Pakistan picture as its government need. Pakistanis have been portrayed as terrorists or people who take innocent lives in international media such as in news, entertainment, and infotainment.
Movies play an effective tool of propaganda and can change or shape the image if it is conveying any message in it. Biggest example would be movies of Bollywood. It is one of the largest industries who produce movies every year. And these movies popularity is increasing around the globe. There has been conflict between India and Pakistan in the history and it is still the same, Indian usually shows their anger in terms of movies. The image of Pakistan is greater than the positive image which is shown in their movies.
Veer-Zaara starring the Indian megastar Shah Ruh Khan, the lovely Priety Zinta in the lead and an ensemble cast of Manoj Bajpayee, Divya Dutta, Amitabh Bachchan, Hema Malini and Rani Mukherjee in supporting but pivotal roles is directed by the legend of Hindi film Industry, especially known for his love story movies and epic songs shot in Switzerland, the numero-uno, Yash Chopra, a legend indeed. The film was released internationally in 2004 and became an instant hit and achieved the respective box-office category of ‘Blockbuster’ status internationally.
The music of the film won several awards at the Bollywood’s most reputed awards, filmfare awards. The songs like “Tere liye” & “Do pal Ruka” were chartbusters and the film’s love story.
Performances of the actors are fabulous, Shah Rukh Khan is charming and witty as the younger self but gets intense and broody after being wrongly imprisoned in Pakistan. Priety Zinta is gorgeous in the film and has acted very nicely. Amitabh Bachchan proves why he is a legend and provides the emotions to the film. Hema Malini is chirpy and shows her good comic timing. Divya Dutta is menacing and Manoj Bajpayee has acted brilliantly as a toughie who plans and plots against Zaara’s lover.
The film although looks like an epic love story from its exterior but is actually a propaganda film against Pakistanis especially the judiciary of our nation. The film portrays Pakistanis as mean and betrayers. They have shown that in Pakistan any Pakistani through his power can term any Indian as a terrorist and an Indian agent without any proof and evidence and can put the Indians or foreigner behind the bars and get them punished for life. The film shows that Pakistani’s are not trust worthy and are heartless who will do anything to take revenge from Indians. This is a romantic tale which rotates around a Muslim young lady ‘Zara Hayat’ who falls in love with a Hindu person named “Veer Partab Singh”. She leaves all her cultural, furthermore, religious values to adopt Hindustani culture. In this movie, image of the muslins were shown negative. Hindu’s mentality towards Muslims is shown caring, friendly and hospitable whereas Muslims are depicted as greedy, untrustworthy and having weak assurance.
There should be clear communication strategy in order to build positive image of Pakistan globally.
Pakistan has been portrayal in a negative manner internationally, whether its news or entertainment. It is very important for Pakistan and Pakistanis to adopt communication strategy in a soft manner to improve image of Pakistan globally. Pakistan has to face huge lose due to this image and the concept of terrorism. This is causing harm to the people emotionally as well. Whenever something bad happened in Pakistan or in other country, they blame Pakistan for it. People living abroad get treated by the Government badly. Even after the incident of 9/11, people were treated so badly as their jobs were taken and they were not allowed to leave the house. So, there should be healthy relation between countries and everyone should take part in that whether its government, individual or media.
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