Identifying the Factors Affecting Cultural Diplomacy in Iranian Cinema

During the 21st century, cinema as an influential media and consequently international festivals have been able to showcase their unique ability in the field of cultural diplomacy in Iran and in the world. Cultural diplomacy involves academic, professional, cultural exchange programs, including cinematic exchanges, and a country can use it to export national interests and promote its position in the world. The purpose of this study was to explain the factors affecting cultural diplomacy in Iranian cinema. This research was a descriptive survey and correlational in terms of research method and applied research. Statistical population of this study is composed of experts in the field of cinema and cultural diplomacy of the country. 250 people were selected through random sampling. Data collection tool was a researcher-made questionnaire. Content validity ratio and content validity index and measurement model results were used to assess the validity of the measurement instruments. Composite reliability was used to assess the reliability of the questionnaires. Structural equation modeling using Smart PLS3 software was used for data analysis. The results of this study showed that national identity, political dimension, cultural dimension and technical dimension can predict cultural diplomacy in Iranian cinema. According to the obtained value for the overall model fit of the model is 0.68, the fit of the overall model is confirmed.