News Science Quarterly (NS)

News Science Quarterly (NS)

Public Diplomacy as a Media Instrument and its Role in the Success of National Development Programs (A Case Study of the Seventh to Tenth Administrations of the I.R. of Iran)

Document Type : Original Article

Authors
Hadi Barzegar Keshteli 1
Malektaj Khosravi 2
Mahbubeh Paknia 3
1 Ph.D Candidate, Department of Political Science, Tehran Central Branch, Islamic Azad University, Tehran, Iran. Email: hbarzegar34@gmail.com
2 Corresponding author, Assistant Professor, Department of Political Science, Tehran Central Branch, Islamic Azad University, Tehran, Iran. Email: khosravimalektaj@gmail.com
3 Assistant Professor, Department of Political Science, Tehran Central Branch, Islamic Azad University, Tehran, Iran. Email: Paknia_mb@yahoo.fr
10.22034/lrsi.2024.477246.1242
Abstract
Objective: Public diplomacy, as a form of strategic communication through media, serves as a key instrument for advancing national interests by leveraging the communicative capacities of various media platforms. It enables direct interaction between the peoples of different societies, fosters discourse formation, promotes cultural exchange, and strengthens amicable relations. In this process, media act not only as a communicative channel but also as an active actor in framing and representing political and cultural messages. From a governance perspective, the degree to which presidents and top policymakers respond to the objectives of national development plans - and their strategic use of media within public diplomacy - constitutes a critical indicator of governmental effectiveness. In the Islamic Republic of Iran, two dominant political currents - Reformists and Principlists - have alternately held the presidency, each advancing distinct discourses and policy orientations. This study seeks to answer the question: What role has media, within the framework of public diplomacy, played in shaping the accountability of the 7th to 10th Administrations toward the implementation of the Third and Fourth National Development Plans?
Methods: Employing a descriptive–analytical approach, this research examines the policies, performances, and approaches of the 7-10th Administrations regarding their responsiveness to public diplomacy - particularly its media dimension - both domestically and internationally. The data collection process relied on library and documentary sources, online content, and expert interviews from the academic community.
Results: In democratic systems, media represent one of the primary tools for persuading and mobilizing public opinion at home and abroad. The Khatami Administrations relied on national media and media diplomacy to enhance foreign engagement and promote political development, while the Ahmadinejad Administrations emphasized direct messaging and more independent media narratives, pursuing a revisionist communicative approach in both domestic and international arenas.
Conclusions: Although both political periods sought to align their policies and discourses with the Constitution and sustainable development documents, their strategic utilization of media in public diplomacy differed significantly. The 7th and 8th Administrations were more successful in employing media to foster peaceful foreign relations, stimulate economic growth, and enhance political and cultural capital. In contrast, the 9th and 10th Administrations, in several cases, neglected the potential of media as a vehicle for accountability to development objectives.
Keywords
Public Diplomacy
Media
Iran
National Development Programs
Foreign Policy
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