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Rid, S. A. (2020). Aman Ki Asha (a Desire for Peace): A Case Study of a People-to-People Contacts Peacebuilding Initiative between India and Pakistan. Contemporary South Asia, 28, 113-125.
https://doi.org/10.1080/09584935.2019.1666090

has been cited by the following article:

• 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.