Author : Muhammad rafi khan, prof. dr. sajid mehmood shahzad
Keyword : Coke studio, pakistan, culture, music, diplomacy, strategy, constructivism
Subject : Social sciences
Article Type : Original article (research)
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Abstract : The popularity of music in Pakistan has been a consistent and continuing phenomenon throughout its history. This element is of utmost significance in customary gatherings, celebratory occasions, and religious and sacred assemblies. It is also extensively used in memorialization, conflicts, and military engagements. The surge in popularity and widespread acceptance of music paved the way for exploring new domains in the quest for musical discovery. As a result, in 2008, Coke Studio (CS) emerged as a significant platform to promote Pakistan’s music with its modern form and applications. The remarkable triumph of Coke Studio, coupled with its widespread acclaim on a global scale, has provided additional impetus for other music labels and franchises to explore and innovate within the realm of music, thereby enhancing the overall artistic landscape. Owing to its global achievements, Pakistan has acquired fresh opportunities to strategize and implement cultural diplomacy with a new perspective. This study explores the popularity of CS within the country and analyzes how CS can be used as a strategic tool for Pakistan's cultural diplomacy. The study is based on constructivism and aligns with the approaches of modern constructivists, particularly Wendt (1992; 1999). Constructivists think that shared ideas, rather than tangible forces, define the forms of human relationships.
Article by : Dr Syed Aftab Alam
Article add date : 2024-01-19
How to cite : Muhammad rafi khan, prof. dr. sajid mehmood shahzad. (2024-January-19). Coke studio: a strategic tool for pakistan's cultural diplomacy. retrieved from https://www.openacessjournal.com/abstract/1499