Identifying the Components and Function of Soft Power in Medical Sciences Universities in Iran: A Qualitative Study

Soft power affects the thinking and behavior of the society. The cultural mission of universities is to convey an appropriate understanding of this power to students. The current research aims to identify the components and function of soft power in medical sciences universities.

This qualitative study was conducted in 2022, and the grounded theory method was used. A total of 13 faculty members of the medical sciences universities in Iran were selected through purposeful and snowball sampling methods. Moreover, an in-depth semi-structured interview was conducted until the theoretical saturation was reached. The Strauss and Corbin method was used to analyze the qualitative results. After coding, participants and university professors were asked for their opinions to determine the validity of the data.

After compiling the basic concepts and open coding, 14 core codes were identified and categorized into six selective codes. The findings revealed that the causal factors included management based on moral values, foresight, capacity building, and strengthening of international relations. Contextual factors consisted of research infrastructure, collective organization system, growth and improvement. Intervening factors included no understanding of the necessity of change and wavering in beliefs. Finally, strategies comprised of the development of professional ethics, commitment to the society, mission-oriented component, scientific prestige, and scientific relations. Furthermore, consequences included the strengthening of nationalism and the realization of goals.

Based on the obtained findings, community-based education and culture engineering are factors influencing soft power in medical sciences universities. The cultural institutionalization can be achieved by preventing and reducing factors affecting the destruction of success and using committed and knowledge-enhancing strategies.