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Pious follies

PublishedSeptember 3, 2009

Islam is believed to be the basis of nationalism on which the Pakistani state was constituted, even though this notion continues to be hotlycontested. Liberals hold the view that Pakistan was created for the Muslim community of India, which Muhammad Ali Jinnah treated as a separate ethnic and cultural community, rather than a strictly religious group demanding an Islamic theocracy. Either way Islam is accepted as the core social and political institution in Pakistan, giving it a special role in Pakistani society.

However, this was not always the case - especially between 1947 and 1970 - when the principal tenor of the state and society was largely secular and Islam largely remained a matter of personal faith. But the roots of what came to be known as ‘Islamisation’ of society stretch back to the 1950s.

A dichotomy is born

Islamisation as an official socio-political ideology was first introduced in public life in shape of the symbols of the state. For example, Quranic verses emblazoned on state buildings and constitutional debates about Islamic law started to emerge sometime after 1956.

During that period, the leadership of the Muslim League was overwhelmingly secular and steeped in English Common Law. The party leaned towards the creation of a liberal modern society that embraced Islam’s universal principals. On the other end of the debate, Islamic parties such as the Jamaat Islami (JI), and the now defunct Nizam-e-Islam party, argued for a state whereshariah would rule.

The Islamic State vs. Moderate Muslim Republic discourse hung quietly in the background throughout the 1960s. It was brought forth by the politico-religious parties during the 1970 elections. But their argument and political instruments were soundly defeated at the polls.

Things started to change after the 1971 debacle in East Pakistan. Interestingly, this was also when the force of Islam was for the first time used by the Pakistan Army when it started to patronise combative Islamist youth groups, Al-Badar and Al-Shams, mainly consisting of young JI activists and members of its student wing, the Islami Jamiat Taleba (IJT). These groups assisted the West Pakistan Army in attacking Bengali nationalists. One can also describe the two groups as the earliest manifestations of militant Islam in Pakistan. Notably, this was the first systematic collaboration between the army and lslamists.

The burning debate that erupted after the East Pakistan catastrophe squarely revolved around the question: what would keep that which remained of Pakistan together?

Z A. Bhutto suggested populist democracy and ‘Islamic socialism.’ His offer was of an egalitarian and modern version of Islam that he paraded as the new model for the struggling, post-’71 Muslim nation. The second ideological response to the question came from the Islamists (JI, JUP, JUI, etc.). Blaming the failures of the republic on the ‘flouting of Islamic principals’ – both by the rulers and their subjects – they insisted that onlyshariah would keep Pakistan together.

The two models went to war in the politics of labour unions, student unions and lawyers associations. Though the Islamists were successfully kept in check by the stronger progressive labour unions, things were tighter in student politics where Bhutto’s model was defended on campuses by organisations such asNational Students Federation (NSF) and People’s Students Federation (PSF), whereas the Islamist model was propagated by the IJT, Anjuman Taliba Islam (ATI), andMuslim Students Federation (MSF).

Then in 1973, when the second major Ahmadia riots erupted, the Islamists tasted their first major victory in the country as the Bhutto regime agreed to declare the Ahmadi community non-Muslims. Their second victory arrived in 1976-77 when - with the help of industrialists, bankers, bazaar merchants, and small-town entrepreneurs – Islamic parties formed the Pakistan National Alliance (PNA), and successfully agitated against Bhutto’s ‘un-Islamic regime,’ consequently paving the way for the Ziaul Haq coup.

With the arrival of Zia, the Islamists thought they had finally found state power. Their drive for Islamic order also meant changing culture and reorganising society. For this, Zia adopted the JI’s agenda: prohibitions on drinking, betting and dancing, and encouraging the usage of public flogging. Furthermore, Zia’s aids helped him exhibit ‘pious’ examples. Offices, schools, and factories were required to offer praying space; textbooks were revised; mosques and madrassahs multiplied; and conservative scholars became fixtures on television. These cultural shifts were all enforced through government edicts.

The worst aspect in this context was the demagogic reengineering of the country’s educationcurriculum. After the 1971 break-up of Pakistan and the war with India, educational discourse on nation-building in Pakistan became much more introverted. A violent, militaristic and negative nationalism, which saw enemies on every border, was reconstituted. And during General Zia’s dictatorship, religion as an instrument of homogenisation and control took centre-stage ineducational policies.

This gradual Islamisation succeeded in creating an aura of religiosity in everyday life. In reality, there was no necessary improvement in justice, equality and morality. Indeed, the government’s edicts split society between a public life of Islamic pieties and a private life characterised by personal gain.

This dichotomy between public and private has become Zia’s legacy. Since 1971, the state, military and the politico-religious parties have insisted on enforcing a convoluted, myopic and singular ideological mindset – ‘Islamic state’ – in an otherwise multi-sectarian, multi-religious and multi-ethnic society. This insistence created, on the one hand, various sectarian and ethnic fissures, and, on the other, a psyche that is extremely vulnerable to paranoia along with an almost schizophrenic patriotism.

Religion for sale

Pakistan is going through testing, but interesting times. We seem to be caught in a rather dynamic form of social and political anarchy in which the absurd and the audacious – negative and positive, creative and destructive – have become casually plausible.

This anarchy has opened doors to forbidden rooms and fruits, as Pakistanis (especially in the country’s burgeoning electronic media), are now much more likely to question and debate the political role of Islam in Pakistan, and more so, whether the years of enforcing a singular ideology on a religiously and ethnically diverse mass of people was such a good idea.

In such a scenario, all sections of liberalism in the country are expected to take an active part. On intellectual and political levels liberals are doing that, but there are still sections of this liberalism that have failed miserably to comprehend the explosive zeitgeist taking shape. Take the example of large multinational corporations and advertising agencies, both of which have been the leading purveyors of openness and liberalism in the country’s cultural, economic and social milieu. But if one goes through the kind of advertising that emerges on our TV screens every Ramadan, it is a baffling sight to say the least.

Ever since Zia, Islam (as a myopic, all-purpose national ideology concocted by the state) has become a most lucrative asset not only for the country’s politico-religious parties, but for corporate capitalism as well. Take, for instance, a recent Umra package announced by a travel agency in which as a ‘prize’ it unabashedly offers the faithful a trip to the holy land with a highly controversial and demagogic Islamic televangelist, Aamir Liaqat, who was last year also embroiled in a controversy in which his show was accused ofencouraging violence against the Ahmadi community in Lahore.

At play here is exactly the kind of ethical duality that developed during the Zia regime. The more ‘liberal’ corporate multinationals are not any better. In fact, every Ramadan, the nature of their advertising become an all-too-obvious example of a classic meeting of capitalism and religion. Religion, rather the religious sentiment that sort of heightens during the holy month, is nonchalantly exploited to make that fast buck. All that is required are the right imagery and words.

Telecommunication companies and food brands do a roaring business by offering convoluted innovations (titled ‘Ramadan offers’) on the back of the kinds of televised sound bytes and imagery whose roots lie in the manipulative, dualistic and hypocritical cultural episodes during the Zia regime.

Models (male and female) in crispshalwar-kameez with a holier-than-thou expression and tone of voice brandish assorted products to a soundtrack punctuated by the azaan or a naat and images of well-lit mosques; an open Qu’ran is illuminated by a light from the skies; and worn-out pious stereo-types that have little to do with reality but everything with the kind of sterilised and homogenised religious bourgeois mind-set that turns faith into a mechanised exhibition  of what really is glorified and sanctified xenophobia. In other words, imagine the robotic characters in the infamous film, theStepford Wivesas pious Muslims!

It is distressing to see corporate advertising continuing to create the myopic and narrow imagery about Islam and Pakistan that is now being openly questioned after playing a destructive role in the social and political matters of Pakistan for many years. It is strange that corporate capitalism in Pakistan hasn’t yet swallowed the fact that more than ever, Pakistan today is trying to prove itself as a vibrant pluralistic and diverse society.

Advertising that continues to glorify and advocate a narrow and singular notion of Islamic nationhood - most recently seen in a glossy TV commercial of a popular milk brand – or turns faith into a mindless set of rituals and self-righteous sacred posturing (as seen in the Ramadan campaign of a large telecommunications company) must remember that that such imagery today will only be appealing to an introverted (read: deluded) branch of the country’s urban middle-class that has yet to comprehend the fact that Pakistan is not a collective milieu of homogenised Islamic ethics and sentiments, but rather a dynamic mass of people with assorted interpretations of Islam and Pakistan.

Unity in such a country has to come from a democratic recognition of its diversity, and not through the engineering of a single, wholesome notion of faith and nation.

nadeem_80x80
Nadeem F. Paracha is a cultural critic and senior columnist for Dawn Newspaper and Dawn.com.The views expressed by this blogger and in the following reader comments do not necessarily reflect the views and policies of the Dawn Media Group.

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Nadeem F. Paracha is a researcher and senior columnist for Dawn Newspaper and Dawn.com. He is also the author of ten books on the social and political history of Pakistan.

He tweets@NadeemfParacha

Nadeem F. Paracha

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Comments (70) Closed
master skptik
Sep 03, 2009 11:23am
Top piece. Encapsulates the many aspects f Pakistan's troubled social, political and religious life brilliantly.Paracha, your contribution through Dawn and Dawn.Com in the many debates raging in Pakistan today (especially religion and culture), have been vital. It's time you start compiling a book.Good luck.
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Nasser
Sep 03, 2009 11:36am
"Unity in such a country has to come from a democratic recognition of its diversity, and not through the engineering of a single, wholesome notion of faith and nation."You said it, NFP. Well put and certainly much needed.
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Bilal
Sep 03, 2009 12:03pm
Sir;In professional 'secular' global marketing terms this is essentially market segmentation or affinity marketing. The notion that for different segments in a population different things appeal. In a secular environment like the US, such ads also exist for Jewish communities, christians etc. I am sure for every such islamic values appealing marketing there are equivalent non-religious ads - as long as that's what the consumers want.In many ways, you should have nothing to worry from the capitalistic corporate world - because they simply reflect the consumers wishes. Its the democratic way you so aspire for.Best wishes.
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Haider Ali
Sep 03, 2009 12:07pm
Major task of all religions is to just degrade other religion followers' life-style and their values, supposing their own as true and permanent held by their deities.
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Imran Ahmed
Sep 03, 2009 12:30pm
That day is not far NP when people will demand to remove "Islamic Republic" and let it be just Pakistan.Ramazan has been commerialized all over the world, but if you are following religion being a Muslim you are called "extremist" in poor Muslims countries.In Dubai recently an Islamic Bank forced a ruled for all the female staff(Muslim or non muslim)must have to wear Abaya and Scalf as Shariah board of the bank decided that and we call it "culture", because UAE is a rich state.When is this "culture" for rich Muslim countries and "extremist" for poor Muslim countries will end?
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Bilal Qureshi
Sep 03, 2009 12:30pm
Whenever religion is mixed with nationalism, we get what we have today in Pakistan - chaos, mayhem and anarchy. And, liberals are not responsible for the current mess that we have today in Pakistani society. It is clear, whether we admit it or not, that Pakistan was created to be a place where all races and religions will have equal rights, a model based on Western, but realistic ideals. That is precisely why right wingers bitterly opposed Pakistan
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Faisal
Sep 03, 2009 12:34pm
Nadeem, You Never Cease to Amaze me, In a good way of course, you have never dis-appointed me. I love your articles because they reflect the true reality. A brilliant article all and all.
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Wamiq Ansari
Sep 03, 2009 12:39pm
What a waste of space, the current advertising campaigns are very interesting and they work.We don't want to see half naked women on our television screen. If thats what the columnist wants then he should switch the channel.Pakistan is about progressive Islam and we are proud of this fact. If according to you the Islamic values were introduced by some Army General then so be it. The existing proverty, lawlessness and corruption in the country can not be attributed to our national faith.Thumbs Up!
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Mohammad A.Bajwa
Sep 03, 2009 01:49pm
There is still lot of deliberate confusion about Pakistan's ideology. This suits both the military and mullah.Pakistan was intended for the muslims and not for Islam. The slogans which are now paraded were not heard around partition.The emigre class is responsible for a jingoistic version of nationalism. Mullah saw Pakistan as a fertile pasture for them.Thanks to jihadi culture the church had the full support of the State.The steady deterioration of the feudal economy without emergence of a middle class left a political vaccum which was filled by mullah/military alliance.The problem is that they have not been able to deliver on any of Pakistan's major problems external and internal.Their failure was rooted in their objectives. To take on Kashmir,Afghanistan and hope to develop the economy in accordance with rising expectations of the people is being foolhardy.The objective has not been achieved even with a national debt of around 45 billion dollars.Pakistan's middle class is pretty confused and ineffective.You see this in media debates.Other intellectual establishments also talk in circles or come out with inane conclusions. The feudal group has been rattled over years. Zardari/Gillani regime is pretty pale compared to Kalabagh's governance.This is equally true of provincial administrations.Bhutto was the last gallant feudal lord and he was snuffed out for that reason.Most of these problems were inherent in the creation of Pakistan.These are the birth marks.A backward feudal society, a weak middle class,a muslim society dreaming to be secular and democratic, and expecting to be coherent despite all the ethnic and theological divisions. I recall Lee Yuan Kew's meeting with Nawaz Sharif. The old man kept shaking his head: I don't know how you are going to do it, he said repeatedly.My grand father's generation knew that 'Pakistan'would't work.The oldest man in my village (he was over 100 years in 1947)said to my father who was a staunch Muslim Leaguer: "Son you would be able to do it. I have seen the white man coming".These words still ring in my ears.Pakistan still has a chance largely because the population is very dedicated and hard working.But we have overcome our illusions about being a second "Roman Empire" or citadel of Islam.Let us be a modest but affluent muslim country and bring all our national policies to focuss on that.Otherwise Humpty Dumpty would have a great fall.
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Keti Zilgish
Sep 03, 2009 01:40pm
"Islamic Republic of Pakistan" was originally designed to sound like "Holy Roman Empire" which lasted for many centuries even though it was neither Holy nor Roman nor an Empire. Unity, Faith & Discipline have proven to be thoroughly ambiguous. Language itself is at fault and in the case of Islam, it is the Arabic language that must carry all the blame.
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Alamsher K.Wazir
Sep 03, 2009 02:50pm
Wish we could keep Him out of politics. Life would have been bit easier.
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Ayesha Khan
Sep 03, 2009 03:58pm
Not sure who describes enforcing a hijaab on Muslim and non-Muslim women in UAE as culture. That sounds pretty extreme to me. Whether Pakistan or UAE, anyone that shows lack of tolerance for other systems of belief is an extremist in my opinion. Asking French to accommodate Muslim symbols when you are in minority and imposing your symbols on Christians and Hindus when you are in majority is exactly the type of hypocrisy that is isolating us Muslims around the world. I appreciate the right to practice my religion in USA. Likewise people of other religion should be given the same right in Muslim dominated countries.
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Faisal
Sep 03, 2009 03:02pm
I am sorry but I missed your point?
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Ravi
Sep 03, 2009 03:03pm
For an outsider like me (i.e. a person who has never been to Pakistan) who sees Pakistan through the lens of the media, with unjustifiable or justifiable prejudices - not only is Nadeem's article educating, the response of many on the blog indicating the need for secular thinking is heartening.With best wishes, I look forward to seeing how a more secular Islamic Republic evolves over the coming decade.
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Mohammad A Malick
Sep 03, 2009 03:29pm
HI Nadeem F Paracha :You have hit the nail in the head. Your analysis is 110 percent right. Since I have nail in my head, I felt a shock wave of diziness, Pleas pardon me will talk to you soon.
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Ahmed Hindustani
Sep 03, 2009 03:33pm
Mr Mohammad A.Bajwa- you wrote an excellent comment. Could not understand what it means
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R S JOHAR
Sep 03, 2009 04:33pm
Nadeem, this is the best article you have written so far and I salute you for the same. I whole heartedly wish that your views are projected in Indian media in person in both hindi and english TV channels and Dawn is requested to grant this favour to your Indian fans.
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Indigo...
Sep 03, 2009 04:37pm
again on a excellent form..!Impressed by Mr. Bilal's straight & transparent views. Hope muslims would have people like u in much larger numbers.
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ANK
Sep 03, 2009 04:37pm
Bilal,I am also in DC area. Where are you in the area? How do we connect?
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Bewildered
Sep 03, 2009 04:41pm
Why is it the NFP always finds issues with religion (Islam) only. There are far more serious and pressing issues facing the nation and society than showing Islamic symbols in TV ads during Ramazan.
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Naeem Malik
Sep 03, 2009 04:56pm
We need revolutionary like u, who defy illogical theories & reasons behind extremism in Pakistan with more logic, honesty and common sense.....well done keep it up
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shahnawaz
Sep 03, 2009 04:58pm
I have been thinking about the manner in which the Media is acting in our country,in all aspects, news,drama,shows and advertising.You have Sir written very well about it.
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Faria
Sep 03, 2009 05:13pm
Oh dear, the aversion to all thing 'Islamic' by Nadeem is becoming laughable. Nadeem have you ever visited Europe or America during the Christmas period? Its called a successful advertising campaign. What staple advertising techniques were you expecting to see during Ramadhan?Your piece would have been worthwhile if it was designed to attempt to discuss the problems with commercialisation of such a month, but that would not fit position.All nations and civilizations are steeped within their traditions, religious symbols and motifs. The connotations attached to such imagery are dependent on various factors.I suggest a bit more intellectual rigour next time.
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ANK
Sep 03, 2009 05:50pm
To My Indian Friends and Brethrens,When India is drawn into parallels, most of you are quick to complain about drawing parallels, but when, it is Pakistan's internal issues you are quick to comment and make suggestion and express your point of view on Pakistan, Muslims, and Islam.Cheers
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Patel
Sep 03, 2009 06:40pm
Pointed and focused analysis. Mr. Paracha your feelings for the welbeing are passionate, well informed and at times studded with stunning insights. I've been reading you in Dawn and here on the Dawn's website, and no matter how hard I try to find fault in your relentless crusade for a democratic and secular Pakistan, I always end up agreeing with your thesis and observations.You have been refreshingly different and highly innovative in your work and style.
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Schazad
Sep 03, 2009 06:43pm
I think u should definitely write something in urdu for the masses as well. I think they need to read what u have more than people who can read and understand english. Rationality still exist in people who can understand/read english.
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Baqar Syed
Sep 03, 2009 06:43pm
Mr. Paracha's analysis of the past is commendable. But he's making too much of these commercials. Whereas they do play on religious sentiment, it is hard(if not impossible) to show how they lead to the erasure of diversity(perhaps even ridiculous to suggest) and the fostering of faith-based nation(as suggested by Mr. Paracha). In fact they seem to celebrate it, on closer analysis.
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s.satti
Sep 03, 2009 06:59pm
I can only say well done and well said. could not agree with you more. hope you keep up the good work of words
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Saeed
Sep 03, 2009 08:56pm
People often blame Zia and his use of Islam for all the problems prevalent in our society these days. This debate can be looked at from a different angle. Commonality of ideology is a great force that can be used for constructive purposes and nation building. Especially for a country as Pakistan which is diversely ethnically divided. Zia (or may be US) ceased the potential of religion and used Islam to fight soviets in Afghanistan. After Zia, successive political governments left the masses on their own as new born democracy has its own problems and one man show has created a vacuum of leadership. Islam, as an ideology could be used for constructive purposes too. Just realize, if a person can give up his life for Islam, he can do anything. Honesty, tolerance, modesty, cleanliness, lawfulness and other such traits can be inculcated in the society in the name of religion. Advertisers use Ramadan and such themes to sell their products. This could also be used to sell cleanliness and lawfulness and so on. These are easy to sell provided there is an organised advertising campaign.Saeed - Toronto
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A.B. MANN
Sep 04, 2009 01:44am
Basic hypocrisy and exploitation of religions, cultural sentimentalities, exists all over world, in all segments of society, all over the world. Pointing it out here in Pakistan using Islam and the obviously illiterate Pakistani middle class isn't all that constructive or original. What i have yet to understand is why the author keeps repeating himself, saying the things again and again, week after week, sometimes twice a week.
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Usman Aslam
Sep 04, 2009 02:26am
Marketing is one of the key instruments of promoting sale of products. The essence of marketing is to identify your target customer and what they associate themselves with. The products are also tailor made to suit the target consumers.For example when big billboards with young boys and girls showing perfect smiles while chatting away on mobile phones carrying the slogan "Aao baat krain" present the special package offering unlimited airtime for a flat fee all night, the message is clear: The target market is young lovers who would like nothing more than an opportunity to talk when feeling lonely without burning holes in their pockets.Likewise, during the holly month of Ramadan when even people like me start to feel a bit spirtual and start to associate themselves with all that is holly, it is a good opportunity for advertisers to hit the right chord and make their message heard. I don't see what is the problem with that?The article is somewhat confusing and I don't understand the underlaying arguments that the author is trying to make. Is he criticising the marketing methods or just having a go at religion? If if it is marketing ethics then why just pick on the religious theme? The advertising campaigns are merely showing things which target consumers deem holy and hoping that they will by association give their products more credibility, they are not saying buy this or you are not a good muslim.The first part of the article (evolution of reglion & Islamisation of Pakistani society by General Zia et al.) and second part (the advertisement campaigns) bear no relevance to each. The former is social engineering with or without public consent and the later is offering choice in a free market.If the author is concerned with marketing ethics then maybe he should pay attention towards make-up companies whose methods include inducing insecurity among young females. One popular brand goes as far as implying that using their face cream will increase the likelihood of a young girl finding a suitable match more easily. Surely there is a room for an ethics debate here.
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aftab kenneth wilson
Sep 04, 2009 05:49am
Pious .... I totally agree with what you wrote in your article. We are extensively using religion in matters which has nothing to do with it. My friend why dont you get your articles translated into Urdu for our 70% hypnotized rabbits so that they may also benefit from your well researched and studies articles on different subjects. This will be a very big contribution towards educating the majority who are now days hooked up to so many confusing reports. I am sorry to note that the Media both print and electronic are either on sale or totally ignorent on the prevailing situation all around the world.
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MacNurv
Sep 04, 2009 06:33am
And your point is?Are you against the use of religion as a marketing tool or you tried to mixed different issues all together and create a mix chart? Cause that is what it is.It would have been nice if you would have talked about the use of religion as a marketing tool but you have to drag the Islam in it. As some one rightly pointed out can we call the same facts in if we talk about the Christmas campaigns launched during the season. Here is the irony 95% of Pakistan is dragged between religious extremists and pseudo liberals, both wanting to enforce their values on the rest.
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idealist
Sep 04, 2009 07:29am
What is the fuss ...There is hardly much religious diversity in Pakistan ....with kess than 2 percent population of followers of other religion ...what diversity is Mr Pracha trying to preserve. When your Target Audience are 98 Percent ....I see no reason why Ads would not be focussed on religion and festivals. Same is true of west and India ....the Festival offers are made...what's wrong. Writer has not been able to isolate the issue that is irking him. Below standards by your standard ...and you are often repeating your self. Your Forte is Humor and sarcasm through slice of Life ...stick to it ...looks u are a novice in advertising in Ads and Marketing ...
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Branch out
Sep 04, 2009 07:55am
Dear Mr. Idealist,by diversity paracha clearly means different sects of Islam.It's amazing how some people just go on whining about how Paracha is always attacking Islam. Far from it. By suggesting that there is no one way of describing Islam, or imposing a single concept of it in a society that has many Islamic sects, how on earth is this an attack on Islam?The problem is, most of these whinners are young people (under thirty) who have onlt known about the Islam that the state and the mullahs have been preaching. They have no clue what Paracha is upto. He's not out to attack Islam, he's out to attack state and mullah sponsored Islam and how this Islam is exploited by military rulers, religious parties and some corporate capitalists.Get out of you muopia, children.
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Naushad
Sep 04, 2009 08:01am
Ditto MacNurv!I'm sorry, but to put it politely the author (NFP) is a rebel without a cause... or with a lost cause at best. He has yet to learn that even in the non-Muslim West and India, more and more Muslims are increasing their practice of Islam. At the same time, because of the attention Islam & Muslims have been receiving recently, non-Muslims are reverting to Islam at an unprecedented faster rate. Noticing the trends, even in non-Muslim countries with sizable Muslim population, businesses are catering to the Muslim sentiments and needs in terms of religion.His incessant rants and tirades against Islam and Muslims have become boring. He should get it through his thick loser head that whether Pakistan becomes a modern Islamic state or a theocracy, it will never be a secular one at any level.
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visitor
Sep 04, 2009 08:10am
Good work as always Mr. NFP. Thanks for addressing issues completely ignored and obscured by the main stream media.One respondent Faria gave counter example of religious commercialization. That is completely wrong. Comparing the on-slaught of Islamic religion demogogic demands in Pakistan, with the consumer-driven products in European/North American markets is simplistic, childish and a typical tit-for-tat questions often heard from muslim when their idealogy has no real argument to offer.
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Raza K
Sep 04, 2009 08:12am
Nice article NFP.I think Pakistanis will be better Pakistanis and better Muslims if the common people start reading their own religious books (e.g.
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Branch out
Sep 04, 2009 08:46am
Ditto Vistitor. Mr/Ms. naushad down here is also upto the same tricks. When these guys have little or no valid argument to defend the kind of religious exploitation Paracha usually attacks, they attack him back for being 'anti-Islam' and then drool out all those cliches about how the whole universe is adopting Islam. The question is, what Islam are they talking about?As paracha rightly mentions, there are many sects of Islam and one cannot dictate a single version. I am a Pakistani and a Muslim, but I pity those who simply love to whine about how mistreated they are by secularists like Paracha, and how right they are in actually hiding behind their half-truths that they learned at schools in the name of Islamic History. Learn to take criticism,friends. There is nothing so holy about what Paracha is attacking (if that's the right word). At least one Pakistani Muslim is not scared of taking to task an exploitative notion of faith without fear.
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s malik
Sep 04, 2009 09:04am
Good work Nadeem. Its very heartning to see atleast some people debate about this. The trouble with Pakistan and Pakistanis is that they are like a frog living in a well. All they see is the walls around them. As a pakistani living abroad for last few years I saw myself changing opinions about other religions and people from other religions hugely. Pakistanis in Pakistan are unfortunate that never get the chance to interact with people from other races, religion at all. We have a sizeable christian population but they are so scared to say anything unpleasing to majority that every christian i have met in Pak says Inshallah twice in each sentence. This in my opinion has left a huge vaccum in the proper development of young people. They grow up believing all non muslims to be a epitomy of evil. Hatred about india is incorporated in children from young age. Even our school books lie about history and huge chunk of history of subcontinent (era of great kings like asoka) are altogether missing. Ask any kid about subcontinent before mugul era and they would be blank.The biggest trouble I have had ( i have landed into this many times ) is that whenever you try to express these views, you are portrayed as a rebel and working against islam. The whole mentality has become so stubborn, its very hard to penetrate it. However its pleasing to see some senseable views here. I wish that one day pakistani majority at least develop the capacity to listen.
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AS
Sep 04, 2009 09:33am
We obviously can't nor should we force anyone to do what we are doing,we should be tolerant enough but one thing should be borne in mind that truth is only one,there's only one way towards success and that which is told by Allah(swt).Open the holy quran and read it with the translation,those who a lil faith and sense of discerning between the right and wrong will definitely realize about the honesty of this word and will turn to Allah for all the problems.And this when ppl get reverted.
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khan
Sep 04, 2009 09:40am
Pakistan is 98% muslim and these ads have done an excellent job in capturing the attention of their viewers. I for one live in the ME and have seen many ads on Dawn TV but the Islamic ones (milk ad esp) caught my attention. Isn't this what the aim of the ads should be? Islamic instruments/marketing is being used by Banks (even european banks are offering products like Ammanah Banking etc) and product lines for islamic dress like Head Scarfs/Abayas can become big business in Turkey, Malysia, Indonesia etc. General Zia has nothing to do with it. We are a muslim nation with leaders like Mohammad Iqbal, M.A. Jinnah, Sir Sayeed, and NFP should not deny that they worked mainly for Muslims. They were proud leaders of majority of muslims. NFP should not always spill venom against Islam since to his misfortune it is the deen of the majority of muslims. He needs to write on the numerous positive points of Islam at least for once.
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Ayesha Khan
Sep 05, 2009 06:35pm
I usually tend to agree with Nadeem but not this time. Secularism is not the same as atheism. Secularism means respect for all faiths. In India, where I grew up, you will see ads directed at the different faiths during festivals related to them. . In US too, where I live now, Christian and Jewish celebrations do have associated advertisement. Also on our local radio channels, you will find Ramzaan specials and Diwali specials for the desi community at appropriate times. This is not an insult to diversity but an acknowledgment of the identities of its diverse populationIf Nadeem claims that there are both conservative and liberal Muslims in Pakistan, that is fine. Why should different marketeers not design ads that acknowledge the identities of these separate groups?
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sushmith menon
Sep 05, 2009 11:55pm
Great article indeed NPF. As an Indian I love seeing sane people such as you instead of people such as Zid Hamid, Bal Thackeray and others who sow discord and hatred instead of spewing venom and lies to their people. The Shiv Sena is marginalized now and I hope and trust that one day the people of Pakistan also be able to enjoy a true democracy with no army or ISI to influence any decision by the electorate. We need love and not war,..in both countries. More muslims live in India than in Pakistan but who recognizes that fact?
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Anwar Raza
Sep 06, 2009 01:06am
My present Muslim family was converted by force at the hands of invaders from North ( Ghaznavi and others). After careful study and research in history, I have now reverted back to Budhist faith of my ancestors and very proud of it. I am at peace and mean no harm to anyone. Just wanted to clarify for those who think that 1400 years old Islam is answer to everything, that sprituality and free expression of thought existed in India before Islam and barbaric invasions, burning of Libraries didn't add any thing civilized to present day Pakistan or India.You just don't know it.. because your dictators and Mullahs will not allow it..
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Omar
Sep 06, 2009 01:21am
Good article Nadeem,In our country everyone's selling religion. God forbid we actually follow religious principles such as tolerance, community, honesty. That's someone else's problem. Enough for us to preach and someone else to practice. In such a shallow environment of hypocrisy its not surprising the ads we see, they only offer society what it wants - spiritual salvation if you buy the right sherbet. Religion has already been overly commercialized so why not? Its not too different from the West where one gets bombarded by Christmas ads. The only difference is that in an open society you have choices between these ads and others. In Pakistan however you have none and if you choose to disagree either punishment awaits in the afterlife, or in this life through some zealot impatient to begin God's work right away.Religious ads should be free to run in balance with other ads that are not religious. We may be 98% Muslim but there are still 2% other Pakistanis that also should be catered to and cared for. After all concern for the Muslim minority is what led the Quaid to create Pakistan in the first place. It seems not only are we good at completely bungling Islam but also our history. Quite an accomplishment, it would make for a great ad!
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Zain Abidin - USA
Sep 06, 2009 03:39am
I completely disagree with the author of this article. Name a single country in the world, whether secular or orthodox form of government, that does not use their own special holidays for the commerical purposes. Here in the US, during the Christmans days, the TV ads are filled with Holiday themes, music, and the models are dressed as Santa Clause or his elves, etc. Religion is a beautiful aspect of a society, lets keep it that way, instead of just always bashing the religion and arguing needlessly over the past leader, and who introduced what to Pakistani society.
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shanzida1975
Sep 06, 2009 03:43am
Bravo NFP! I am from Bangladesh. Just Amazed to read your article. You never disappoint me. Both Paksitan & Bangladesh are Muslim majority nation. But we never mix our Bengali Nationalism with Islam. Unfortunately, I feel, Pakistan made that mistake and now 17 millions pakistanis are suffering.
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Ahmed Chowdhry
Sep 06, 2009 04:56am
I ditto what one of the other reviewers said - Time for an NFP book.Never know, might kick start a movement of its own!!
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rizwan shah
Sep 06, 2009 05:37am
I live in the U.S. but spent the early 16 years of my life in Pakistan. I am a non-practicing member of the Ahmediya community. My years in Pakistan bring back horrific memories of being discriminated against by everyone in the supposedly educated and cultured area of Gulberg, Lahore, where I grew up. The same people who'd spread malicious innuendo and propaganda against us are now a menace to the whole mankind. May Allah bless Pakistan.
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Nasrullah Khan
Sep 06, 2009 06:53am
It is extremely heartening for me to read NFP's Blog. There is still some sense of awareness in Pakistan. As mentioned by several comments NFP should also write in Urdu so that the majority can be enlightened to the utter disgrace the populous finds itself in. Advertising with religion as its magnet merely reinforces the brainwash mentality I found in Pakistan.I am a school teacher in Canada and for my PhD. research I took a sabbatical to teach in France, Pakistan and India. I had chosen smaller cities in all the three countries. I was shocked at the ignorance and the misinformation amongst Pakistani students and found that most of their conditioning was due to religious biases and indoctrination. Most of them are developing underlaying problems as a result of misinterpretatations of religion and its role in Pakistan. The majority of the student body is woefully mislead and completely ignorant of major historical events and general world affairs. I could give many examples but some that stood out were indicative of fear, mistrust and a blind following of a belief, even in areas which are blatantly untrue. What was even more disturbing was that this mistrust runs deep among each other. The comparison with India with a similar demographic is like night and day. This was also very true amongst muslim students in India who are far ahead of our students. The primary students in India are way more progressive compared with our High school students. The French students knowledge both geographical and historical regarding Pakistan was superior to our own students by at least 75%. The readers may ask if my work was amongst poorer schools in Pakistan but amongst wealthier schools in India and France. The schools were chosen after serious prorata data comparison of almost 30 factors to try and establish parity. I struggled upon my return with the idea of going back and teaching back home, but if religious indoctrination is going to be my impediment my work in Pakistan will not help the students there. Upon my return my classes wanted to know of my experience with the students in my travels. Since I had always spoken highly of my home country my students were dismayed that I had very little to say about Pakistan but a lot about France and India.I hope our educators are reading this and develop an education curricula that is in keeping with our times or the country will have a very poorly equipped population to participate in the expected growth of our civilization. Religion has a place in our country but not in our schools.
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Ghazala Khan
Sep 06, 2009 08:21am
Well said.
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Muhammad
Sep 06, 2009 11:55am
Good for you NFP! Your write-ups present refreshing points of view and I read them with great interest. Your analysis of how Pakistan gradually slipped into a theocracy is illuminating. Most people now know beyond all reasonable doubt, that Jinnah never intended that Pakistan should become a theocracy. The notion of a secular state was his vision for Pakistan. What Pakistan has largely become is an awful concoction of religious bigotry, intellectual mediocrity and intolerance of all other faiths, beliefs and non-beliefs.
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Jamshed Meherhomji
Sep 06, 2009 01:18pm
Everyone is entitled to their own opinion, regardless of how misinformed/illogical they be and for that very reason I can only pity those that criticise what this man has written.Two things are set in stone : there is absolutely NO contention about whether Pakistan was to be a secular state or not. Our Found Muhammed Ali Jinnah was emphatic in positing the idea of a secular state. Theocratic ideals were introduced at a much later time by office motivated politicians wanting to please the Mullahs. Secondly, people pointing out that a form of Islamisation has now become ''acceptable'' due to the overwhelming majority of Muslims in Pakistan (98% quoted), should also be pointed to other figures relating to countries like Pakistan, Iran and Afghanistan having the largest migration rates amongst ethnic minorities after the 70's. One apparent motif for their immigration is that these individuals obviously felt that they were marginalised socially. I thank Mr. Nadeem F. Paracha for this thoroughly enjoyable piece and encourage him to never concede to his less informed counterparts.
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Majid
Sep 06, 2009 03:09pm
Companies use occassions like Ramadan and Christmas to sell their products. Thats capitalism. Pakistan is 98% Muslim. People have the right to ask for their own laws if they want so long as they don't force them on non-Muslims. The Mughals valued diversity and respected everyone. That's why the had the confidence of both Hindus and Muslims (even today).
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hegde- hindu
Sep 06, 2009 03:37pm
Reading Dawn is educative and helps to reduce my own misconceptions about pakistan. I disagree with some of the views that are held above but am glad to note that Pakistan encourages debate and views that differ.
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perplexing
Sep 06, 2009 04:21pm
I simply cannot understand why this author is making such a big fuss about it. In a free market economy, the media follows what suits it best. It is simply reflecting the stance of a majority of Pakistanis who are observing Ramadan. It is our religious festival and it is perfectly normal to have such ads. In the hatred of Zia, people forget that Islam and Zia are two different things. Mr. Paracha's bias is clearly portrayed through his writings!
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NASAH
Sep 06, 2009 05:39pm
A question for Nadeem from his column -- "To kill a mocking lizard":For the same 'REASON' the Lizard is killed by the 'pious Muslims' -- is the spider protected by the equally pious Muslims?
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thinknow
Sep 06, 2009 06:06pm
Living here in US, I see every year Christmas frenzy. So to be fair, I do not expect any thing different from the corporate world than to captilize on any situation it get to increase its earnings. If there were deveil worshiping cities, corporation would put ad in favor it, as well. That is just the nature of Captilism. However, the larger point here is the prevailing thought among the masses, and how they see the people who differ from them. For example, in western countries, it is perfectly o.k. for a person (even if he or she was christian) to openly denounce or reject Christmas celebration. He would not suffer social repurcussions. Now imagine, a Muslim in Pakistan, openly rejects fasting and proves it with medical facts and studies how damaging it for a human body (made of 2/3 water) to loose water over a period of month, which for some, specically older people, might never be regained. Current Pakistan society, his family, friends, coworker) will argue (while having no knowledge of science) and condemn him for eternity. And eventually brand him Unbeliever. And that is the diversity of opinion, which is missing from Pakistan society. Though it existed in Pakistan from day one, but it gained strenghts during post-1979 era of Zia.
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Aasim
Sep 06, 2009 07:57pm
Mr. Paracha I really feel sorry for the views you have expressed. You seem to be a confused mind.What will you say when:-Western media presents Chrisms.-Indian media and Advertising Agencies port rate their religions festivals like Holi, Rakhi etc. I think media can't be separated from society, culture and religion. One should n't be ashamed of being a Muslim or any other believer if he is.
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Paki
Sep 06, 2009 08:28pm
Agreed NFP.The use of the "islamic products" is much sharper in the muslim (esp pakistani) community abroad specifically in the UK and USA. Its called the "halal marketing" or "halal business". The different foods,clothes,software(browsers),books etc are sold with a "halal" brand, sometimes even a "100% halal" bringing to mind the question about a 90%, 80% or 10% "halal" in comparison.
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saqib hasan
Sep 06, 2009 11:48pm
dear NFPAlthough born in 1974 in Karachi, grew up with JI amidst their motivation to join afghan war 1979 -1980 and idealised the jihadis against communists, you are still my favorite. I always respect your thoughts but somewhere you go wrong its my moral obligation to tell you the truth, its your call to accept that or not.My dear pakistan was made for islam where it can be implemented as law. A very typical example :Slogan for pakistan ???? remember????Pakistan ka matlab kya LA ILAHA ILLALLAHthink on that.Second the advertisement during ramazan with holy looking men and women was the one which does not suit the person of your calibre.I am living in USA and here in christmas the same is repeated just to show religious zeal.Anyhow may ALLAH give u courage to write the truth and listen it as well
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khan
Sep 07, 2009 12:43am
Well done, Mr. Nadeem. All these advertisements are nothing but cosmetics and rhetorics to make people foolish and hypnotised with false state of happiness. The declining state of social justice, the "might is right" principle, and the increasing degree of corruption in every walk of life are but a few examples of the real moral standard of the society.
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Nathan Smith
Sep 07, 2009 04:53am
Well done, mr paracha, i m very happy to read your fine observation and excellent articulation of somewhat complex phenomenon, i am glad you captured the history factualy and briefly to highlight a clear distinciton in regards to who we are and where we going. It's rather painful too..at least I feel the same pain when I am put on hold by some travel agent and the phone system is playing aayatss from quran while I am waiting. It has been painful to see religion on sale for the long time in pakistan which used be a fabulous place to live. god bless!
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Omer
Sep 07, 2009 05:53am
HI Nadeem,I read each and every article of your's and try to make sense out of it.I can proudly say that this time I got you and you deserve an encouragement.You have got it absolutely right that every one in this country has used ISLAM the way they think will serve them better and Electronic Media is not an exception.The ads relayed during Ramadan on our TV screens simply highlights the hypocricy hidden in the minds of our Corporate World.The private channels are doing nothing and just making fun of this holy month by such an extent that the SEHR & IFTAR timing are not same for two different channels (i.e. GEO & EXPRESS) and even by giving different name to this month every year it comes (IMAN RAMAZAN and RAMAZAN KARIM by Geo).Some one or media itself has to stop this business like approach towards religion otherwise ......
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Mohammad A.Bajwa
Sep 07, 2009 06:08am
At the time of independence no one praticised the kind of religion that is being preached since Zia.It was a muslim society where religion was practised to stay on the straight path.The native culture had its place.Months were known by their native names. Mullah was a non-political figure.At the grass roots this is still the popular belief. People have always voted for secular parties,even those which lean towards right.Since 1970 people have consistently favoured Peoples Party over others. That is pretty long commitment to a Party despite its deficiences and defaults.It is for the media and intellectual establishments to publicise this public commitment instead of projecting different categories of ideas. People want good democratic governance, an open affluent society and peace within and without.They will carry forward these values despite all the ideological red herrings that are consistently drawn across their path.
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umairn
Sep 07, 2009 06:53am
An interesting observation by Nadeem, but although I agree with the initial part of the article regarding the religious dichotomy, I will have to disagree on the second part. You see, Marketers are paid to get their brand's message to the consumers, and that they do by using a relevant medium and through a relative message. This medium and message have to be relevant to the consumers, i.e. they have to strike the consumer so that the consumer retains the brand and its message. Now, as any marketer would tell you, the environment is constantly in flux, hence it is vital to structure the message in ways that are relevant currently to the consumer rather than ways that 'were' relevant a month ago. In Ramadan, for a milk brand, the majority of its consumers will find a ramadan message relevant. There's another example of a bank that was fronting pak cricketers for a campaign, and during that pak lost the ODI WC. The campaign was taking of (an eg of changing environment and relevancy). We accept that, and we accept patriotic marketing campaigns during 14th aug (as opposed to all year round), then its strange that Ramadan sepecific ads are questioned.
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Ahmed Omair
Sep 07, 2009 07:10am
NFP is a liberal extremist and totally biased on views about Islam. Some of these ads are very good especially the milk one and have attracted many towards their product.
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Ahmed Omair
Sep 07, 2009 07:20am
One more comment. Are the secular liberal parties any better than the religious parties. I certainly doubt that. Look at the government today. It is a secular party but every one can see the corruption level now in the country.
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Baber
Sep 07, 2009 08:21am
Insightful article. I think the socio-economics has played a large role in Islamization of all of our day to day life. The most important aspect of the time capsule the author covered is that the population of the country grew exponentially during the period. Population did not get the education and deep enlightenment of human phyche as in 40s thru 70s. It's a shame, otherwise God gave us Islam and brains.
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