TITLE:
Media and Peace: Analyzing “Aman Ki Asha” as a Cultural Diplomacy Initiative
AUTHORS:
Sana Rauf
KEYWORDS:
Cultural Diplomacy, Pakistan-India Relations, Soft Power, Conflict Resolution, Peace Initiative
JOURNAL NAME:
Open Journal of Political Science,
Vol.15 No.3,
July
7,
2025
ABSTRACT: This paper examines the role of cultural diplomacy in conflict resolution through the case of Aman Ki Asha, a media-led initiative launched in 2010 to promote peace between India and Pakistan. Using a strategic communication framework, the study evaluates the initiative’s agents, agenda, vehicles, and audience. While recognizing the transformative potential of media as a soft power tool and platform for cross-cultural dialogue, the paper critiques the campaign’s limitations in the absence of institutional support, economic integration, and sustained engagement. Recommendations for future initiatives include mixed-method approaches, integration of economic diplomacy, and leveraging digital platforms for peacebuilding.