Abstract
In today's contemporary conflicts, both of interstate and intra state nature, there are often multiple threats from non state actors working within a state. The nature of war in the new world order has changed from direct to indirect, i.e. emergence of 4th and 5th generation warfare, and a major shift in security paradigm from traditional to nontraditional security. Media has come up as another very powerful and vibrant player. In this backdrop, it can be stated that there is a need to harness the potential of Pakistan media. To that end, few years back, the concept of Strategic Communication (SC) evolved in the West “to understand and engage key audiences for the advancement of national interests, policies, and objectives in conflict prone areas with the actions of all instruments of national power. In Pakistan’s case, SC is more than disseminating of information but the active solicitation of stakeholders’ perspectives. This paper seeks to provide an understanding of what SC is in the age of information warfare, and see its relevance in Pakistan’s context.
Keyword(s)
traditional, solicitation, Strategic Communication, synchronized, psychology, sociology