Media, over a period of time, has emerged as an important tool of the statecraft in the modern era. It helps the states to further their interests, objectives and goals.24 Indian media includes television, radio, cinema, newspapers, magazines, and internet-based web sites. Over the last three decades, India has made significant strides in the development and utilization of media. Since early 80s, India has been effectively using electronic media as an instrument of its state policy for the achievement of strategic objectives. Moving from a cultural invasion to the carefully orchestrated maligning campaign against Pakistan, Indian media has become a force to reckon with.
Indian Aims and Objectives. A significant of Indian diplomatic, military and media efforts are directed towards isolating Pakistan in international community, forcing Pakistan to accept Indian dominance in the region and pressurizing Pakistan to forgo it territorial claims with India.
India uses its media very intelligently for slandering and defaming Pakistan. The aim is to create negative perceptions in the minds of foreign analysts and intellectuals about the country. This is done by blaming the Pakistan for every evil that takes place in India and assertively projecting it through the Indian media. The propaganda campaign includes coining appealing themes against Pakistan and running them effectively using renowned analysts. They hold seminars and write books on selective themes such as “Pakistan is supporting cross border terrorism in India.” India also offers huge amounts as honorarium to foreign authors for writing anti-Pakistan articles, reports and books. The Indian electronic media, in collaboration with the RAW, runs live television programmes arranging group discussions and talk shows projecting Pakistan in bad light.
The recurring psychological assaults of India against Pakistan are aimed at achieving following objectives through a number of methods:-
- The issue of nuclear proliferation is always in media headlines in India. Indian media propagates role of Pakistani scientists in nuclear proliferation. It attempts to make influential nations confirm Pakistan as the “cradle of world terrorism”.
- Even at times, any attempts of peace process by the government are criticized in media suggesting that the government either does not believe in facts on the ground or is being driven by a different agenda.
- Weakening Pakistan‟s will to resist Indian hegemony through cultural invasion.
- Isolating Pakistan from the international community by portraying it as an intolerant Islamic extremist state; supporting terrorism and interfering in internal affairs of other states.
- Weakening Pakistan‟s political base by projecting conflict between ethnic and religious groups and the state‟s inability to enforce law and order.
- Portray Pakistan’s nuclear programme as a grave threat to regional peace in particular and world in general.
- Pakistan‟s economy is on the verge of decline; therefore, it is a dangerous place to invest.
Pakistan’s media is falling short of countering Indian media‟s on onslaught due to its inherent weaknesses. The inadequacies of our media assist Indian defamation campaign directly or indirectly. These are:-
- Trust Deficit. Media’s patronage by different political parties and divergent religious groups; because of financial constraints or prevailing insecurity, has bred state of mistrust. This notion has deviated media from objectiveness and dispassionate reporting. The true potentials of media could never be exploited for achievement of national objectives/ wholesome response to enemy propaganda. Furthermore,at individual level too, the journalists have the tendency to align with the political figures; there by serving thier personal interests.
- Absence of Multi – Partner Approach. Pakistan media lacks multi-partner approach. Segments of electronic and print media are working in isolation without any synergy. A free-lance and an individual approach are rather in practice at national level.
- Pessimistic Attitude. Media has been unable to draw distinction between national interests and norms of journalism. Instead of showing a ray of hope; despair and despondency are the main themes being highlighted. With such an attitude it is difficult for our media to counter Indian propaganda.
- Reactive Nature. Our media remains reactive to India propaganda. It lacks well – coordinated and planned themes to shield against Indian propaganda in a proactive manner.
- Media Training. There are only few journalists who are well qualified in their field. There is neither any institution in the country to train the journalists, nor any criterion to join media.
- Insufficient Global Reach. Our media does not possess sufficient global reach, which reduces its credibility.
- Vacuum of First Hand Information. Delay in providing timely information to media on sensitive issues/ happenings. On such issues, once the media is not taken into confidence it leads to speculations on part of media, resulting into unnecessary embarrassment.
Countering Indian Media
Our response to the threat emanating from Indian media can be formulated considering following factors:-
- Putting Own House in Order. After identifying our vulnerabilities as a nation being exploited by Indian media defaming us; we must address these issues at domestic front to deny their exploitation by hostile media.
- Improvement in Media Policy of the Government
- Short Term Measures
- Promote professionalism in media by recognizing their work, giving them awards and sponsoring professional journalism.
- Promote use of internet, parallel to electronic media; by launching more web sites projecting Pakistan‟s point of view on various national issues.
- Instead of neglecting international media, joint ventures should be initiated to project positive image of the country. At the same time, international media should also be hired to deliver our campaign when need arises.
- Make the media affordable and increase its reach by curtailing undue taxes.
- Rules of Print and Electronic Media Regulatory Authority should be made more flexible to accommodate variety in broadcasting / airing channels; while remaining under prescribed code of conduct.
- Long Term Measures
- Encouraging private sector to venture in this area to promote healthy competition and ensure unbiased reporting.
- Print and Electronic Media Regulatory Authority‟s reforms / measures need to be implemented in an articulate manner so that credibility of media is not undermined.
- Discourage yellow journalism.
- Attract International Media. International media must be provided requisite safety and facilities to attract it and sell own stance concerning national issues.
- Media as an Instrument of Strategy. To gain full benefit from media, good media strategies must be reflective of our national policies. Principally, a media strategy involves following steps:-
- Aim of a media campaign has to be accurately visualized including short and long-term objectives.
- The media content has to be professionally packaged.
- To portray Hindu-fanaticism as a threat to religious harmony in the region. To highlight the Indian demographic disadvantage / their vulnerabilities (soft under belly like the states of Assam, Misuram etcetera), diverse cultural and linguistic imbalances; as the reason for viability of the Indian state in the long run.
- To project Indian military build-up and her endeavours in the arms race as a threat to regional and world peace and also as an instrument of human right violations against minorities.
- To expose the reality behind the rhetoric of secularism.
- To unearth Indian atrocities in Indian Held Kashmir.
- To uncover the human rights violation in India.
- Efforts by Indian to surface the unprovoked firing along Line of Control by Indian Army as threat to peace process.
- Own entertainment programmes must project own culture and values. It has to be done before our youth is completely indoctrinated by Indian culture through its media.
- Public Awareness. It envisages filling the knowledge and entertainment void of our audience/viewers. Government should devise a methodology to use radio, TV and print media to educate the masses that they are likely target of enemy propaganda. Also update them about the form, source and content of propaganda.
- Relations between Media and Military. Military requires media on its side to influence the outcome of any conflict, while media requires the support of military to access information and for its sustenance during the war. This delicate balance can only be achieved by putting an elaborate media strategy in place.