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From physical to digital

afiasalam by afiasalam
May 22, 2016
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An exciting year-long project aimed at showcasing Pakistan’s rich cultural heritage that is not in the mainstream for various reasons on the digital medium

Screen Shot 2016-05-22 at 10.47.06 amA

Sometimes, a word, a tweet, a query you overhear or see between two people triggers something in your memory. So it happened when I saw a friend @Fifi Haroon talking to someone about the beautiful Wazir Khan Mosque in the Walled City of Lahore, and I couldn’t help but become a showoff for the moment by immediately posting this link. All because I had been part of an exciting, and educative project that allowed for the digital preservation of our cultural jewels on the Google Cultural Institute portal.
Now I know many acquainted with me would raise their eyebrows at the connection between technology and me because I am known as being somewhat tech-challenged. This is why when this young man, Badar Khushnood, who used to represent Google in Pakistan, and I had met through a common friend said, “Give up your job. In this age of Google, you should be working for yourself,” I just nodded with a faint smile, restraining the rolling of eyes, thinking ok, here’s another techie trying to rock my boat. Google indeed! Just because he represents that organisation, he wants me to give up the comfort of the physical world and traverse this nebula known as the digital world… no thank you!
Over the intervening years, I got to know this young man, and through him and his fraternity, got to know about the wondrous cyberworld. Little did I know he was keeping tabs on me, and six years down the road, suddenly one day called me and said, “I know you have just finished a project and have not taken on another yet… Don’t! I have to talk to you.”
Taken aback but curious, I let him introduce me to an enchanting world dotted with archaeological sites, art galleries and museums that I could ever dream of seeing or visiting, while sitting in the comfort of my armchair.
“What is missing?” he demanded.
Looking at my perplexed expression, he said, “Pakistan! The images that people get when they Google it, are NOT what Pakistan is all about. We have history going back thousands of years, rich cultural heritage, and art. There is art in every nook and corner, in every facet of our lives. We need to put it out there! Are you game?”
How does one not jump (despite my age) at an offer like that? Here was a chance to showcase the rich cultural heritage of Pakistan which people, due to a variety of reasons in the physical world, are not able to get to know. The digital medium now offered the means to be transported to this magical realm.
Thus began my personal educational journey towards learning more about the richness and diversity of the cultural richness of my country. After an evaluation by a team of Googlers in Singapore and England, and a lot of technical and administrative handholding by them and the small core team in Pakistan and India, I was on my way to executing an almost year long project that didn’t seem like a project. It was mid 2013.
It was a journey into the glorious past, on paths traversed by mighty emperors on their mounts and steeds, like along The Royal Trail, taking rest at one of the largest Turkish Baths outside Central Asia, known as the Shahi Hammam, or bowing their heads to the Lord at the beautifully frescoed Wazir Khan mosque, passing the colourful bazaars, and havelis of their courtiers while on their way to their abode at the Lahore Fort.
It took me to the winding, narrow lanes of the Walled City of Lahore inside the Bhati Gate, pulsating with life and vibrant with colour, into one of the oldest ‘living museums’ of the world known as the Fakirkhana Museum. This museum has been in the Fakir family since the 16th Century, and houses not only some of the holiest Islamic relics, but has the largest collection of the Sikh artifacts and relics right from Ranjeet Singh’s times.
I also received an education in art produced by so many artists of this land, some of whose pieces would have me transfixed before them, so powerful was the imagery, whether displayed by the AAN Collection, or assembled in the gallery of the heritage building of the Lahore Museum, the repository of Pakistan’s best cultural and historic relics.
And of course, how can one not be fascinated by the Mohatta Palace Museum in Karachi, which mixes so much of old with the new, or get that otherworldly feeling when walking the pathways of the world’s largest necropolis in Makli, where history mixes with mystery, and mystique of the mystics buried there takes you into another time zone?
But this journey was not just about the past; it was about the present populated by talented young men and women savvy in the use of digital technology adroitly and seamlessly placing Pakistan’s cultural riches on the world stage. These riches were captured by a crop of superb photographers across Pakistan who matched the technical excellence of their equipment with the artistry of their eye.
It was also about the breaking of some stereotypes, and reinforcement of others. Like how some government departments function through the maze of red tape, while others cut through the clutter and grab the opportunity coming their way to show the best side of Pakistan.
So why am I writing this story here? One, because of the memory that tweet I mentioned earlier triggered. But more than that, because far too few institutions and galleries in Pakistan know that here is a digital platform to advertise and market a physical space.
This is a great way to drive tourist and academic traffic to the country, so rich in cultural heritage. Yes, there are external factors that have a bearing on getting the numbers up; extraneous factors like issues of security or availability of tourist-friendly infrastructure. But it isn’t really all that much of a Catch 22.
The ‘product’ is there. It does not have to have a ‘USP’ as it IS the ‘USP’… the digital space acts as the advertising medium. The call to action, or the ‘sales pitch’ has now to come in a coordinated manner so that Pakistan’s best kept secret, its cultural riches, can be unveiled before the world.
Meanwhile, come visit some of Pakistan’s best places virtually, by visiting Google Cultural Institute – Pakistan.

http://tns.thenews.com.pk/physical-digital/#.V0FF_JN94fO

afiasalam

afiasalam

  Resume Freelance journalist and Communications consultant A bridge connecting ideas to people & solutions   Name: Afia Salam DoB:  03021957 Nationality: Pakistani Experience: Journalism: I have been associated with the media in many capacities since 1978. ·   Started as Pakistan's first female cricket writer. ·   Worked at The Star, eveninger of the Dawn group of Newspapers. ·   Editor of an Aviation and Defense magazine (Wings) ·    Executive Editor of The Cricketer magazine in the 80's and 90's, ·   Editor of Pakistan’s first Energy publication in 2001(Energy Update). ·   Joined Dawnnews which was launched as Pakistan’s first English language channel. Worked as a senior copy editor, Head of Culture Desk and content in charge of its flagship morning show titled Daily Breakfast@Dawn. ·   Content head of SpeakforChange blog and its associated web channel 247online.tv where I hosted a show and co-hosted another. ·   Communications Consultant for Exponent Engineers on the charged parking component of the World Bank-Government of Sindh KNIP project ·   Project lead for #C4CC (Conversations for Climate Change) Media capacity building project of High Commission of Canada in Pakistan and UNESCO ·   Project Lead for UNESCO supported  #MIL (Media Information Literacy) for Climate Change Stories from Pakistan, a nationwide media support project I contribute articles as a freelancer to many media outlets eg: Dawn, Tribune, Newsline, Aurora, The News on Sunday, Thirdpole, Nayadaur, The Friday Times. GEO English and Pique magazine.   Advertising: Worked almost 15 years as Creative head and Director Special Projects of three different advertising agencies, Blazon, Argus, and Blitz. From 1991 to 2005.         Development Sector: ·       Headed IUCN-Pakistan (International Union for Conservation of Nature) Education, Communications and Outreach Unit, and also briefly headed their Business and BioDiversity portfolio to kick start engagement with the corporate sector and industries to promote sustainable practices. ·       Served as Sindh coordinator of the newly formed Imran Khan Foundation to provide relief, rehabilitation and resettlement to the victims of 2010 floods in Sindh and of 2011 Badin cloudburst.   Socio-Cultural/Education Sector: ·       Project Manager for Pakistan for Google Cultural Institute  2014-15 to showcase Pakistan’s cultural and historical assets through digital exhibits prepared according to the GCI template.  ·       Communications Lead at Badal Do, a school and education reform programme ·       Visiting faculty at IoBM, having taught courses on Media Law and Ethics, and Environmental Journalism. Training: I have been involved in media development through training of journalists in reporting on environment, climate change, gender, labor, digital security, election reporting, effective use of social media and media ethics. ·       These trainings were held across Pakistan on behalf of organizations such as Pakistan Press Foundation-UNESCO, Intermedia-ILO, IRADA, Civic Action Resource- Solidarity Center, Intermedia-Democracy Reporting International, IUCN Pakistan-Oxfam-GB, LEAD Pakistan-HBS, LEAD-WWF, Green Media Initiatives- GNMI, Pakistan Water Partnership, CEJ-IBA. ·       Have also been a conducted trainings of school teachers, college and university students, and Government officials on the subjects of Environment, Climate Change and Media matters on behalf of IUCN Pakistan,  LEAD Pakistan, Friedrich Naumann Foundation, Greenwich University, Institute of Business Management, Heinrich Boll Stiftung, Islamic Relief Pakistan, , High Commission of Canada in Pakistan ·       Have held media management training for Marie Stopes Society , Unilever Pakistan, Uber- Pakistan and KElectric for their middle and top management.   Authored a commissioned researches on: ·       Needs Assessment for Promoting Ethics and Transparency in Pakistan Media  for Pakistan Press Foundation/Internews ·        Effect of Covid-19 on Journalism. commissioned by Friedrich Ebert Stiftung   Official Nominations: ·       Working Group on Climate Change and Security formed under the National Security Division and Strategic Policy Planning for the preparation of the National Security Policy ·       Member of the National Climate Change Council under the Federal Ministry of Climate Change ·       Multi-stakeholder National Coordinating Body of the Ministry of Climate Change, Government of Pakistan to set up Marine Protected Areas in Pakistan and am part of the team that saw through the declaration of Astola Island of Balochistan as Pakistan’s first MPA. ·       Curriculum Review Committee of Government of Sindh to assess gender balance and pluralism in primary school textbooks of 3 subjects ·       Review Committee to assess Climate Change content in Science and Geography Curriculum being developed under the Single National Curriculum ·       Consumer Protection Council announced by the Government of Sindh ·       Baaghban Core Group of Karachi Municipal Corporation’s Horticulture Department. ·       Focal Person and Communications lead for the unique “Art for Climate Change” initiative began under the aegis of Ministry of Climate that has broadened outreach of Climate Change through the art community by taking them on retreats and exhibiting their outputs. Was part of the retreat in 2018 to Naran, and to the Sindh Delta under Government of Sindh banner in 2020. ·       Member of the Gender Based Violence Sub Committee of the Sindh Commission for Human Rights ·       Member of Fact-Finding Committee for the archives verification at National Museum, Karachi ·       Was a member of the first ever rafting expedition on the river Indus which traversed from its entry point into Pakistan to where it drains into the Arabian Sea     I have moderated seminars, Panel discussions, Roundtables, Inception report launches etc for UNDP Small Grants Programme, UNDP Climate Finance in Bangkok, WWF Pakistan, IDRC/Kings College London/IBA Karachi, World Bank ‘Pakistan @100’ launch in Karachi to name a few.   Have ghost written, edited and translated several books and reports of some leading personalities and organizations.   Have also done third party qualitative assessment of projects.   Fellowships:   ·       Fellow of Lead Pakistan (Cohort 16) under its Leadership Development Programme on the subject of Green Economies and completed an additional Fellowship on Indus Basin Benefit Sharing. ·       GRID graduate, which is a leadership development course. ·       Completed a course from on Water from  LUMS Water In Technology School ·       Received scholarship by International Labor Organization for an online course on Gender from its ITC in Turin, Italy. ·       Am an IAF alumni, having completed a course on Liberalism, Environment & Property Rights. ·       Participated in a short course in Women in Executive Leadership at the University of Queensland, Brisbane, Australia on a fellowship from Australia Awards. ·       Was an Journalists Exchange Programme participant of US Consulate on CVE (Countering Violent Extremism)   Memberships and Associations: ·       Advisor for National Forum for Environment & Health, Bolo Bhi, a digital rights research policy and advocacy organization ·       Member of  WWF Pakistan, IUCN Commission on Education and Communications, and IUCN CEESP Commission on Environmental, Economic and Social Policy. ·       Core Group for Water Energy & Food Nexus for Sindh and Universities for Water Network created by the Hisaar Foundation ·       Think tank on Hoga Saaf Pakistan   Member Steering Committee: ·       Alliance on Diversity and Pluralism in Media, ·       Urban Forest Coalition Civil Society Organizations: Trustee and Chair of Board of Indus Earth Trust, a rural development organization Trustee of Helpline Trust, which focuses on consumer and civic rights Trustee of Saneeya Hussain Trust that assists in girls’ higher education, as a President Executive Committee of Baanhn Beli Founding Board member and Vice President Salman Sufi Foundation Member Advisory Committee of FFOP (Faith For Our Planet)     My website is being redone and will be accessible at www.afiasalam.com Some information of my work is available at https://en.wikipedia.org/wiki/Afia_Salam   I have traveled to Japan, Hong Kong, Vietnam, Thailand, India, UAE, Kenya, Poland, Germany, Netherlands, France, Saudi Arabia, Nepal, UK, USA, and Australia in an official as well personal capacity.                                                                                                                                                                        

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Comments 2

  1. Lore says:
    6 years ago

    He didn’t throw a shoe! Plus in the homeland, the SS would have probably gunned him down. I don’t see the Chicken being deleted here. Try posting on most of the reich-wing blogs if you don’t agree with them and your posting is deleted in a New York minute and your IP is banned. I have always refrained from being overly sarcastic, never vulgar but now banned from their sites. Anyway, it’s a waste of my time to try to thaw reich-wing brains as they already have received the &#2#80;gospel&22281; from above anyway.

    Reply
    • afiasalam says:
      6 years ago

      have no clue what you are talking about and how it is connected to the blog above

      Reply

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Afia salam

Media consultant and trainer, content developer/editor, documentary concept and script writer, presenter/producer.
Currently working as free lance journalist and media trainer, especially in the field of Environmental journalism.

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