Abstract:
This research aims to investigate the impact of social networks on Iran's cultural diplomacy (problem) using a quantitative research method and analyzing data collected from 155 researcher-made questionnaires (method). In the digital age, social networks have become a key tool for cultural exchange and public diplomacy. This study examines the role of these networks and seeks to answer the question: How and through what mechanisms do social networks influence Iran's cultural diplomacy? The findings indicate that social networks have a significant impact on dimensions such as cultural exchange (0.458), Iran's image (0.342), and international collaborations (0.785). The results suggest that social networks are an effective tool for strengthening Iran's cultural diplomacy but require smart strategies, such as producing engaging content and utilizing modern technologies. These outcomes include providing more opportunities for dialogue and interaction, facilitating cultural communication, enhancing Iran's image, cultural exchange, privacy protection, content management, collaboration and engagement, and evaluation and feedback.These findings demonstrate that social networks can serve as an effective tool in formulating and implementing cultural policies (findings and results).
Machine summary:
The research results indicate that social networks are effective tools for strengthening Iran's cultural diplomacy; however, they require intelligent strategies such as generating attractive content and utilizing modern technologies.
This is while previous studies (such as: Mohammadi's research, 2022 and Ghazavi, 2016) have mainly focused on the generalities of the impact of cyberspace, without providing a local model for measuring the impact of social networks on Iran's cultural diplomacy.
The contradiction between "unprecedented opportunities of social networks to introduce Iranian culture" (increase in Iran's presence in international platforms over the last 5 years) with "structural challenges" such as the fragmentation of cultural institutions' activities in cyberspace (based on the report of the Parliament Research Center, 2023); the mismatch of generative content with the algorithms of global platforms and weakness in the systematic measurement of influence is clearly observable.
" This research is innovative in providing a combined theoretical framework by merging Castells' Network Society theory and Bourdieu's Cultural Capital theory to analyze digital cultural diplomacy, designing the "Digital Resistance" operational model, and integrating content strategies with technological sovereignty for Iran's cultural diplomacy.
For example, a case study analyzing the content of 50 popular Iranian cultural pages with foreign audiences; B) Providing an operational model for digital diplomacy: Designing the "cultural influence hierarchy" model at three levels: content production by citizens; message reinforcement by influencers; and strategic guidance by official institutions; C) New hybrid methodology: Combining social network analysis 1 with in-depth interviews with managers of cultural pages.
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