News Science

News Science

A pattern for Grassroots Advertising in the Islamic Republic of Iran: Proposing a Model

Document Type : Original Article

Authors
Elahe Sharei 1
Omidali Masoudi 2
Hasan Khojasteh Bagherzadeh 3
Mastoora Ezzatzadeh 4
1 PhD. Candidate, Department of Media Management, Faculty of Humanities and Social Sciences, Tehran West Branch, Islamic Azad University, Tehran, Iran. Email: e.sharei.7@gmail.com
2 Corresponding author, Professor of Communication, Department of Social Communication, Faculty of Culture and Communication, Soore International University, Tehran, Iran. E-mail: masoudi@soore.ac.ir
3 Hassan Khojasteh Bagherzadeh; Professor, Department of Radio, Radio and Television Production Faculty, IRIB University, Tehran, Iran. Email: khojasteh@iribu.ac.ir
4 Assistant Professor, Department of Media Management. Tehran West Branch, Islamic Azad University, Tehran, Iran. Email: mastooreh.ez@gmail.com.
10.22034/lrsi.2026.526268.1373
Abstract
Objective: The aim of this study is to evaluate how Grassroots Advertising (Popularity Publicity) influences social and cultural needs, analyze the social implications of applying the proposed model, and offer strategies to improve the effectiveness and acceptance of PSA within the Iranian context.
Method: This study employs a qualitative and exploratory approach using Grounded Theory methodology to uncover patterns and insights based on empirical data. To gather comprehensive and diverse perspectives, data were collected through in-depth, semi-structured interviews with 15 researchers and experts in communication, media studies, and advertising, all of whom possess extensive knowledge of the cultural and religious dynamics of Iranian society. The Grounded Theory approach allowed themes and categories to emerge directly from the data, ensuring that the conceptual model reflects authentic experiences and contextually relevant perceptions.
Results: The results emphasize the importance of aligning advertising strategies with Iran's socio-cultural and religious landscape. Popularity Publicity in Iran should not merely replicate international models but rather employ a carefully designed mechanism that reflects the country's unique identity. A key finding is that advertising efforts must prioritize reinforcing cultural, religious, and national identity. Popularity Publicity that supports practical social concerns-such as community welfare, family values, and ethical consumption-while simultaneously promoting collective identity achieves greater acceptance and impact. Advertising formats that combine storytelling, cultural metaphors, and religious themes are more likely to succeed. The social outcomes of implementing a culturally grounded Popularity Publicity model include increased public trust in media, enhanced civic and cultural engagement, and a stronger sense of national unity.
Conclusions:The study concludes that a culture-based model of Popularity Publicity in Iran can serve as a powerful tool for social cohesion, value transmission, and strengthening national identity. When content and formats align with the prevailing cultural, religious, and social values of Iranian audiences, positive engagement substantially increases. Strategic planning based on cultural literacy and understanding of local nuances is essential for creating Popularity Publicity that is both effective and ethically appropriate. By incorporating expert and stakeholder insights, the proposed model provides a comprehensive framework encompassing not only commercial goals but also broader social and cultural objectives.
Keywords
Grassroots Advertising; Popular Advertising
Grassroots Advertising
Culture
Communication
Iran
 
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