Through exploring Iran's public diplomacy at the international level, this article demonstrates how the Islamic Republic's motives should not only be contextualised within the oft-sensationalised, material or ‘hard’ aspects of its foreign policy, but also within the desire to project its cultural reach through ‘softer’ means. Iran's utilisation of culturally defined foreign policy objectives and actions demonstrates its understanding of soft power's potentialities. This article explores the ways in which Iran's public diplomacy is used to promote its soft power and craft its, at times, shifting image on the world stage.
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