Heritage tourism and terrorism: media coverage of the destruction and rebuilding of Jahanabad Seated Buddha in Pakistan

Abstract

ABSTRACT This paper scrutinizes the media coverage regarding Jahanabad Seated Buddhist statue, in Pakistan, considering both its destruction in 2007 and the subsequent restoration campaign, using content analysis of audio-visual and textual news. Based on 41 online news archives (broadcast on national, regional, and global news outlets), the findings unravel the marginalized narratives of the local community. Digitally mediated community activism appeared as a significant dimension amidst both the destruction and rebuilding periods. Concomitantly, antithetical to the grammar of violence disseminated by radicals, the grammar of compassion emerged. Also based on the content analysis, we found that the tourism value of this heritage asset contributed to its safeguarding and rebuilding. The interplay of these aspects promotes, in a certain way, Jahanabad Seated Buddhist statue as a second-chance tourism site, in in-situ and ex-situ forms. This study offers relevant theoretical, institutional, and managerial implications regarding the site under analysis and other threatened heritage sites.