Journal of Contemporary Studies

Book Reviews

2025-01-08T14:08:45+05:00

1. Nuclear Arms Control in South Asia Politics, Postures, & Practices

2. Kashmir: The Unfinished Agenda of Partition

3. Rethinking International Political Economy

4. Geopolitics and Democracy: The Western Liberal Order from Foundation to Fracture

NATIONAL SECURITY CHALLENGES DURING HYBRID WARFARE: THE EVOLVING ROLE OF INTELLIGENCE

2025-01-08T12:34:51+05:00

Post-Cold War global strategic dynamics have evolved, with conventional warfare generally perceived as the least preferable option. Consequently, growing reliance on non-traditional instruments of combat is necessitating a reappraisal of the customary understanding of national security. With the evolution of warfare and the emergence of concepts like hybrid wars, the challenges of the national security apparatus have become more complicated. Among the national security hierarchy, intelligence has always assumed greater focus for being the first line of defense. However, intelligence organizations are predominantly structured to address traditional national security threats. Would it be possible for a conventionally trained intelligence hierarchy to deal with the hybrid warfare challenges without being restructured? Can intelligence setups address non-traditional security threats while presumably lacking functional adaptability in the physical and cognitive domains? This paper will seek an understanding of national security during hybrid warfare and evaluate the role of intelligence in addressing evolving challenges.

DECONSTRUCTING DOMINANCE: US – CHINA NARRATIVE CLASH IN THE ASIA-PACIFIC

2025-01-08T13:08:53+05:00

Both United States of America and China have their unique strategic narratives in the Asia Pacific guided by their respective political history. This distinction hampers regional cooperation in the region and compels the world powers to opt for the zero-sum game. The US aims to fill the power vacuum in the region by adopting anti-China policies through alliances build-up, while China seeks to counter American presence through trade and connectivity. One of the major US partners in the Asia Pacific is Australia, which is taken as a case study because it openly advocates for profound political and strategic engagement with the US and has lately garnered world attention through the controversial AUKUS deal. The US perspective receives China’s actions in the South China Sea as assertive and its economic and military policies as efforts to reshape regional norms and institutions to serve its strategic interests. By challenging the established order that has fostered stability, China is portrayed as a revisionist power threatening the foundations of the current international system. In response, China’s strategic narrative is aimed to project its capacity to shape the international order, economically uplift and link regions through its Belt and Road Initiative (BRI) using soft power and maintaining its influence in the Asia-Pacific region. This duality of narratives underscores the escalating geopolitical tensions and a struggle for dominance and influence in shaping the future of the Asia-Pacific region.

THE ROLE OF DIGITAL MEDIA MARKETING IN PROMOTING SUSTAINABLE CONSUMPTION: A SYSTEMATIC REVIEW

2025-01-08T13:20:06+05:00

The rapid increase in social media engagement among young consumers, coupled with globalization and economic growth, has instigated notable shifts in shopping behaviors, manufacturing practices, and technological advancements. This systematic review aims to evaluate the extent literature concerning retailers' role promotes sustainable consumption among consumers. Given the absence of a comprehensive systematic review in scholarly literature, despite the increasing number of studies published in this field, there is a necessity for such research. This systematic review adheres to a rigorous five-step procedure to ensure high quality, replicability, transparency, and reliable results. The review has identified a total of 73 articles, selected based on their relevance to the review's purpose and objectives. Moreover, the review proposes a research agenda for future investigations and elucidates the practical implications of digital marketing and sustainable consumption.

THE ‘MINORITY COMPLEX’ OF THE MAJORITIES AND THEIR IDENTITY CLAIMS: A CASE STUDY OF INDIA-PAKISTAN PHENOMENON

2025-01-08T13:31:39+05:00

There is an inherent socio-political and religio-cultural need for communities to claim their identity, even though there are ambiguities in its definition. However these groups seem to have hegemonized their claims above the rest. New socio-cultural camps have unprecedentedly engaged in a process of ‘othering,’ resulting in politically untenable agendas, socially futile situations, conflict, contestation and even engaging violent extremism. Even though there is validity in claiming a certain ‘identity’ for a specific group, socially or religiously, exclusive claims lead to unfavorable demands and are detrimental to the survival of the “other.” The ‘minorities’ too are made up of a socio-political or a religio-cultural ‘other’ like the majority. Yet desire parity, honour and space for themselves, and their identities are set resolutely to nothing less than the status and claims of a ‘majority.’ Hence, what both claim arguably is a socio-political or a religio-cultural affirmation of a subliminal ‘tribal identity’ to reconfigure their own ‘individual identity’ as ‘a truth claim’ now juxtaposed unknowingly with multiple layers of identities. This social complexity has challenged the traditional forms of social and political stability, desperately leading to irreparable social decay. The focus of this deliberation is the ‘India-Pakistan phenomenon case study.’ This article raises new questions for the reader - imagination to search for answers alongside opinion makers and influencers in both nations to move from the incumbent stalemate and redesign a possible shared future.

MEDIA’S ROLE IN CLIMATE LITERACY: CHALLENGES AND OPPORTUNITIES FOR PAKISTAN

2025-01-08T13:38:32+05:00

This study examines the critical role of media in promoting climate literacy in Pakistan, employing the agenda-setting theory. The study argues that despite the increasing frequency and severity of climate-related events in Pakistan over the years, a significant lack of climate coverage exists within its media landscape. Through a qualitative and analytical methodology, this research explores how expanded climate journalism can effectively generate awareness and engage the public in dialogues and actions on climate change. Findings reveal the influential role of media in agenda-setting on climate issues. The study concludes by advocating for a more substantial commitment to climate journalism, highlighting the importance of supporting capacity-building efforts for journalists and fostering collaboration between media organizations, civil society, and policymakers. By addressing the identified challenges and harnessing the power of media, Pakistan can better address the climate crisis and advance towards a more sustainable and equitable future.

SOFT POWER TO ADDRESS YOUTH EXTREMISM IN PAKISTAN

2025-01-08T13:46:10+05:00

This article delves into the potential of utilizing Soft Power as a tool to address extremism within the youth population of Pakistan. It explores how leveraging Soft Power can help diminish the allure of ideologies by influencing attitudes, values, and behaviors through cultural, educational, and informational initiatives. The study show cases how effective soft power can be in encouraging inclusivity, tolerance, and civic participation among Pakistanis. Furthermore, it discusses the roles that various stakeholders—such as allies, civil society groups, and governmental bodies—can play in utilizing power to tackle the underlying factors contributing to extremism. Ultimately, it underscores the importance of implementing a power strategy in nurturing peace, stability, and resilience among Pakistani youth.

PRESERVING THE ENDANGERED: A COMPREHENSIVE STUDY OF DOCUMENTATION OF POTOHARI/PAHARI, A LANGUAGE OF WESTERN PUNJAB AND KASHMIR

2025-01-08T13:57:49+05:00

The Potohar region has always been a center of social and economic activities, especially during the British era. It was considered a garrison region due to its high representation in the British Indian Army. The region's language, called Potohari, is mainly spoken in the tehsils of Rawalpindi District and some parts of Azad Kashmir. Potohari is a unique dialect of the Punjabi language, but unfortunately, due to neglect at the national level, it may be included among the endangered dialects of Punjabi. Initially, critics were adamant about not recognizing Potohari as a distinct dialect with its own folklore, and little was done to document the rich literature of the Potohar region. After the partition of India, Rawalpindi became an economic hub, attracting people from all over Pakistan for work and other engagements. Consequently, the dialect spoken in the main cities gradually became an amalgamation of different languages and dialects of Punjabi. Locals in their efforts to communicate with outsiders started using a more orthodox Punjabi dialect for the ease of listeners. This shift greatly affected Potohari, which is now primarily spoken in villages and outlying areas. With the rise in urban migration, this vulnerable dialect faces extinction and is in dire need of preservation. A mixed method approach with both descriptive and analytical methods is used to provide a clear understanding of the current status of the endangered language.