Traditional and Online Media Journalists Exchange Program between Pakistan and China: A Soft Power Initiative

Aim of the Study: This study explores the role of the journalists' exchange programme as a soft power initiative between Pakistan and China, since soft power is more powerful than hard power in changing opinion. Methodology: The researchers used quantitative methods, although for the data collection, survey analysis technique was used. A questionnaire was used as a data collection tool for the target population, while data was collected via the probability sampling process from the Islamabad and Peshawar press clubs. The results of Cronbach's Alpa of Pilot study showed that the scale was 71 percent accurate. At the suggestions of the journalists, the questionnaire was updated and then circulated for final data collection. The scale's overall reliability is 79%. Findings: 68% of the respondents are strongly agreed with China and Pakistan journalists exchange program as a soft power to encounter foreign propaganda through media. 54% of the respondents are agreed that China and Pakistan use journalists exchange program as a soft power to promote their culture and tradition amongst each other’s. While, 30% of the respondents strongly agreed that they learn Chinese language to know about their behavior and attitude towards them. Additionally 18% of the respondents are strongly agreed about Chinese were also interested to come to our country when we met and talk about our culture, traditions and norms. Conclusion: The study concluded that exchange programmers are beneficial not only for individuals, but also for a country. It has also findings also supported research questions and hypotheses of the study that bilateral relations and encounter of propaganda also rely on such kind of exchange programs. Overall, the entrants of the exchange of program were satisfied with the facilities, exposure visits and accommodation the host country.