In an effort to identify what defined Pakistani culture in general, Hafsa Naseem, the President of CareeHer (A digital support organisation for women entrepreneurs), found an interesting listing when she did a keyword search for the words “Pakistani Culture” using a google keyword search tool.
The list that presented itself was interesting and slightly mind boggling after the first few. Some of the linked key words for Pakistani Culture were as follows:
1. Pakistani culture facts. 2. Pakistani culture food. 3. Pakistani culture dress. 4. Pakistani culture essay. 5. Pakistani Culture Paintings
The list so far still seemed amazing. What a beautiful way to show ourselves to the world but through our cuisine our fashion and art, universal languages that spoke across borders. And then suddenly we came upon No. 6 which was the most puzzling – “Pakistani Culture in laws”. Situated within the top 10 list of SEO linked keywords searches and bafflingly so it also came before Pakistani Culture beliefs.
Although the concept of projecting the soft image of Pakistan is not a new one, the conversation led me to wonder how we as a nation would address such a concept of image building of Pakistani culture in the world today
Amusement went to dismal as realisation hit on another level. Was that even a thing that the rest of the world saw us as? A culture so engrossed in their in-laws or was it just an error? But statistics don’t have errors or do they? One suggestion came that perhaps this was a message coming across from Pakistani dramas (series), but I respectfully disagree. Pakistani theatre and dramas have far surpassed expectations for generations touching a variety of relevant topics. It is here I wondered how many people have searched that topic for it to be part of that list.
Although the concept of projecting the soft image of Pakistan is not a new one, the conversation led me to wonder how we as a nation would address such a concept of image building of Pakistani culture in the world today. On one hand, we have the world to address and on the other, the nation of Pakistan itself and how it identifies with its own current image .The culture of Pakistan does not need a ground upheaval as it is everywhere. Pakistanis are exceedingly patriotic and have held onto their identity which is shown time and again with their resilience. Perhaps a further push forward into the new age using digital tools to connect the world more to us.
Growing up as a Pakistani we saw political and economic struggle yes, but never cultural disassociation. I do understand that with the beautiful in any country, comes the ugly and we do need to acknowledge that. But now at this point and time in the position we are in, it is time to push that positive forward, be it a collective effort or an individual one. We now see Emerging Pakistan (or would like to). We hear words such as “Travel Pakistan and Safe Pakistan”; many thoughts and efforts are being expressed by writers, journalists, creative houses and tourism enterprises already. Can we as a nation stand together and push these efforts even further and break beyond the borders, so to speak?
Maybe I just saw everything with rose coloured glasses. Or better still as garlands and bracelets of jasmine given out at signal stops. I recall images of Pakistan with Fairy lights decorating the roads on every social or cultural occasion- flags raised high. I see it in beautiful bangles and traditional jewellery. I see it in our clothes and textiles and crafts. Literature on Pakistan has never been able to do enough justice not because it is lacking but only because there is so much that speaks about the region. Pakistani artists have reached international status reaching critical acclaim. From a range of glorious mountains, orchards and lakes to historical sites and most of all- the history. That is how I would want the world to see us as well. This is a culture so rich in heritage and so steeped in tradition that you see it in every child who can lip sync to the song Jeevay Pakistan (Long live Pakistan) till date; a decades old patriotic song that became a part of classical Pakistani culture. What are we missing or what is the world missing by not being part of all of this with us.
Pakistan has nurtured thousands of philanthropists, charitable institutions and social work since its establishment. It has been a never ending host to foreigners making them feel at home not just by an abundance of local cuisine and tourist trips but also welcoming them with houses open for visits and long stays. The aspect of Pakistani hospitality is so imbued with warmth and love that families have their homes open to strangers-something which is rarely seen in other parts of the world as being part of the culture itself.
With research done by mentionable establishments that the next 30 years of Pakistan will show a young Pakistan, we would be able to address the youth with a great deal of focus as this will be our stronghold for our future. Identifying our set up for the future generation through media and education will hopefully be part of our goals with Emerging Pakistan quickly trekking through newsfeeds and social media accounts.
Image building on different levels by different sectors have ready been covered by diversified fields and with certain levels of success in each stage. Each government has at some point tried through various methods. Nothing is left un-researched or not done it was perhaps left suspended midway with each change. Each change brings in the new but older conversations on the soft image must lead to further development. The frameworks must be acknowledged as well as the research. What needs to happen now is an establishment of more rapidly integrating systems to push a positive image out constantly and putting it on repeat. Almost like an advertisement to the world. The unending revision of updating our image is here. It must be a repetitive conversation by all our thinkers. It must now not just be highlighted and followed as how a foreigner sees us only through their accounts of visits (although those have been fun to follow). It must now also be shown by Pakistanis to the world. Beautiful Pakistan must be viral for a digital age and we as a glorious nation must start “trending”.
