Tehran – Tourism researcher Mohsen Sohani in a recent memo has lit the spotlight on “soft power” and persuaded potential travelers to visit their host country.
In an interview with ISNA, he said that practicing public diplomacy through popular digital platforms is one manifestation of the realization of this goal.
For example, Iranian foreign ambassadors can create cultural bridges between the countries by eating traditional Persian cuisine such as Abugshut and kebabs, he said. “The ambassador of South Korea, Tehran Kim Jun Pyo, sang an old Iranian song with his sweet accent.”
Once upon a time, the ambassador was nothing more than the official representative and political diplomat of the country. “Usually they were serious diplomats in elegant suits who attended official sessions and made official statements.”
But nowadays, take a look at virtual media and social networks and see one of the short and funny videos uploaded by foreign diplomats living in Iran to understand that the game has changed!
The British ambassador can be seen speaking in a friendly tone of his memories of Iranian tea and his old embassy building. Or the German ambassador eats donor kebabs in Feldousi Square and talks about his daily life in Tehran.
A respected dome-shaped building with Japanese ambassador practice at Zoorkhane, seats for spectators and a submerged octagon arena.
These sweet events are part of a digital diplomacy-based calculation strategy.
Active on social media
Based on a report released by the Brookings Institution, we asked over 85% of countries to work on social media in 2023. The reason is clear.
According to Joseph Nye’s definition, “soft power” is the ability to attract and persuade without relying on power or money. This is a tool implemented through culture, values, and justification policies.
Public diplomacy, a subset and the most important foundation of soft power, focuses on direct interaction with people from other countries.
In today’s age, these concepts are related to the emergence of social media and the phenomenon of soft warfare.
Wars are not weapons, but rather stories created, national branding, and manipulated by public opinion, and are interpreted as the “Global War” as the most important work of today’s hybrid war.
Ambassador – Influencer
Countries that create the most fascinating and humane stories acquire the field of influence. This is where the role of “ambassador influencer” appears. By personalizing diplomacy, they break down the boundaries of strict states and change their mindset by building trust and empathy.
But in the meantime, there is room for big questions. So, how about us? ! Why don’t even Iranian ambassadors or international cultural counselors create such stories? ! Why do Iranian diplomats in London, Paris and Seoul not showcase the vivid, humane and intimate pictures of Iran today? Why is our story still official, censored or delayed?
The power of communication science
Answers must be sought with a combination of fear, mistrust, lack of professional knowledge and skills, and structural weakness. Our mechanisms of cultural diplomacy do not believe in the power of “communication science.” We are still fascinated by traditional thinking.
I think our representatives should limit themselves to a strict framework. We are still afraid of diplomats in cyberspace. We disbelieve in the power of imagery, humor, nostalgia and direct communication with public opinion.
This is while Iran as an ancient nation and civilization has a fascinating story to tell and has the advantage to conquer the hearts and minds of people all over the world.
In a world where even the foundations of fierce war are shaped by media stories, such fateful arena omissions are equivalent to being removed from the map of geographical culture.
Iran needs a fundamental change in its diplomatic equipment and a redefinition of the concept of public diplomacy, particularly in the Ministry of Foreign Affairs and Islamic cultural communications organizations. Every ambassador or advisor is a media activist, and every action, especially in cyberspace, is a cultural bridge and a transformation that is a tool to gain soft power.
KD