Iranian Media Diplomacy Regarding Nuclear Negotiations During Rouhani’s Administration

In the new round of Iran's nuclear talks with the P5 + 1 countries in the Rouhani's administration, Iranian diplomats took advantage of "media diplomacy" along with political diplomacy to continue nuclear talks and “the Ministry of Foreign Affairs Center for Public and Media Diplomacy " increasingly took advantage of the media as diplomatic channels to enhance the process of Iran's nuclear talks with the West. This effort has determined the international community's diplomatic approach to the Rouhani’s administration and the international community's view on the Iran's nuclear file. The subject of this study is to examine the role of media diplomacy in changing the international community's approach to the Islamic Republic of Iran at the time of nuclear talks in Rouhani's government. THEORETICAL FRAMEWORK: The theoretical framework of this research is based on the theory of media convergence. In the model of media convergence in nuclear talks, the media and the Department of State's media diplomacy of the ministry of foreign affairs should be considered as two main axes, and this convergence ataffects the world public opinion, the public opinion of the P5 + 1 countries, the public opinion of Iran,theopponents and domestic critics of the talks in Iran, the members of the negotiating team of Iran, and the members of the negotiating team of 1 + 5. The method doingapplied in this research is a combination of (quantitative and qualitative analyses.First, by referring to direct (interviewing) and indirect (library) sources, with the discussion of media representation in the process of nuclear talks, the effects of media diplomacy on the outcome of the nuclear negotiations are measured operationally. Then, using quantitative analysis, the data obtained through SPSS is analyzed. The qualitative part of this research is also done utilizing grounded theory. In the model of media convergence in the nuclear negotiations, the relationship between the main actors of convergence with the audience (public opinion of the world, public opinion of the P5 + 1 countries, public opinion of Iran, opponents and domestic critics of the negotiations in Iran, members of the negotiating team of Iran, and members of the negotiating team of 5+1) is a two-way relationship. Indeed, if the main actors of convergence achieve their media diplomacy goals and advance nuclear negotiations, they will succeed in maintaining their two-way and interactive relationship with the audience so that they can change the public opinion about the peaceful nature of Iran's nuclear issue and can find the strength and power to deal with the media diplomacy of the P5 + 1 countries, including the United States. CONCLUSIONS & SUGGESTIONS: Media diplomacy in the nuclear talks has changed the international atmosphere in favor of Iran in the negotiations. The world realized that it reached agreement with the Iranian people based on logic, respect, dialogue, mutual understanding and shared interests. Accordingly, negotiations were pursued vigorously and a comprehensive nuclear agreement between Iran and the P5 + 1 countries was reached. Proposals are being made to promote media policy and media diplomacy in dealing with the modern media environment and international developments; 1. Iran needs more investments in the development of media with a regional and transnational impact level and to do this, the position of international journalism in Iran should be upgraded. 2. Developing a strategy and media attachment for domestic media is necessary for the purposes of media diplomacy in the country. 3. The establishment of a Media Diplomacy Center or Strategic Communications Center can help identify outreach issues and determine the direction of domestic media in dealing with topics that are defined as national interests.