Positive and Negative Impact of Today’s Media on The Image of Pakistan

Films and media play a crucial role in shaping public opinion and influencing societal beliefs. In the case of Pakistan, the portrayal of the country through various media platforms has been fraught with challenges for decades. This image not only affects perceptions within the country but also shapes how Pakistan is viewed globally.

The Role of Media in Shaping Pakistan's Image

In today's world, media is one of the most significant tools for disseminating information about a country's norms, beliefs, and events. Media serves as an agent that influences perceptions regarding a nation's economy and societal values. Following the events of September 11, 2001, Pakistan has found itself at the forefront of the international fight against terrorism. This association has resulted in a tarnished image, as the country has been a victim of terrorism itself, grappling with severe law and order issues, including suicide bombings and attacks on military forces. The negative portrayal of Pakistan in the media has led to substantial economic repercussions, including reduced foreign investment and economic instability.

Impact of 9/11 on Pakistan's Image

In the aftermath of 9/11, Pakistan faced numerous challenges, particularly in its relations with the United States. These relations have oscillated between positive and negative, heavily influenced by the media's portrayal of events and the political climate. International media began to depict Pakistan in a predominantly negative light, associating it with terrorism and extremism. This portrayal has overshadowed the positive aspects of the country and has often failed to highlight the resilience and cultural richness of the Pakistani people.

Media's Responsibility

The media has a vital role in presenting an accurate picture of Pakistan to the world. Instead of focusing solely on the negative aspects, it is essential for media outlets to act as 'watchdogs' and showcase the positive developments and contributions of Pakistanis to global society. Unfortunately, factors such as the Taliban's influence, military coups, and associations with groups like Al-Qaeda have further complicated the international image of Pakistan.

The Influence of Film as Propaganda

Movies are a powerful medium for shaping public perception and can serve as effective tools for propaganda. The Indian film industry, particularly Bollywood, has produced numerous films that portray Pakistan negatively, often reflecting historical conflicts between the two nations. This portrayal can have lasting effects on how Pakistan is perceived globally.

Case Study: Veer-Zaara

One notable example is the film Veer-Zaara, directed by the legendary Yash Chopra. Released in 2004, the film features prominent actors such as Shah Rukh Khan and Priety Zinta and tells a romantic story that crosses borders. While the film was a commercial success and received acclaim for its music and performances, it also contains subtle propaganda elements that portray Pakistanis in a negative light.

Key Themes in Veer-Zaara

• Portrayal of Pakistanis as untrustworthy and vindictive.
• Depiction of the Pakistani judicial system as flawed and corrupt.
• Contrast between the caring nature of Hindus and the perceived greed of Muslims.

Black Propaganda in Film

Although Veer-Zaara appears to be a love story, it subtly conveys a message against Pakistanis, especially regarding the judiciary. The film suggests that any Pakistani can label an Indian as a terrorist without substantial evidence, reinforcing negative stereotypes. This representation contributes to a broader narrative that frames Pakistan as a nation filled with deceit and hostility.

Consequences of Negative Media Representation

The consistent negative portrayal of Pakistan in international media has significant repercussions. The emotional and psychological impact on the Pakistani people is profound, leading to discrimination and prejudice against them, especially in Western countries. For instance, after 9/11, many Pakistanis faced hostility abroad, losing jobs and facing social isolation.

Moving Forward: Strategies for Improvement

To counteract the negative image that Pakistan has endured, it is crucial for the country to adopt a soft communication strategy. This approach should focus on promoting positive stories and achievements, fostering healthy international relations, and encouraging collaboration among government entities, media, and individuals.

Conclusion

In summary, the media's portrayal of Pakistan has been a double-edged sword, with both positive and negative impacts. While it is essential to address the negative aspects, it is equally important to highlight the positive contributions of Pakistanis to the world. By adopting a more balanced approach to storytelling and representation, Pakistan can work towards improving its global image and fostering better understanding and cooperation with other nations.

References:

• Chopra, Yash. Veer-Zaara. Yash Raj Films, 2004.
• “Media’s Role in Shaping Public Perception.” Journal of Communication Studies, vol. 12, no. 3, 2022.
• “The Impact of 9/11 on Pakistan's International Relations.” South Asian Studies Review, vol. 5, no. 1, 2021.