Document Type : Original Article
Authors
1 Ph.D. student of media management, Tehran branch of Islamic Azad University Center
2 Associate professor, Department of social communication, science and Research Branch, Azad university, Tehran, Iran.
3 , Assistant Professor, Department of Communication, Tehran Branch, Center of Islamic Azad University
4 Assistant Professor, Department of Communication, Damavand Branch, Azad Islamic University
Abstract
The Aim of the Research is to Explain the Role of New Media as a Tool of Soft Power in Government Diplomacy and a Hybrid Research Approach Which Is From The Delphi Technique for Extracting and Summarizing the Variables of Soft Power, New Media and DiplomacyAnd to Achieve the Relationships Between the Factors of the Qualitative Sector in the Form of a Model of the Dimtel Technique, And to Test the Exploratory Model and Analyze the Mutual Effects of These Variables on Each Other, Partial Least Squares Technique Was Used Collecting Information Is a Combination of Documentary and Field Methods, But the Basis of Analysis Is The Data Collected From The Delphi Method. The Measurement Tool Is a Structured Questionnaire With a Likert Format The Sample Size Is 15 in the Qualitative Section and 60 in the Quantitative Section and the Statistical Population Consists of Diplomats, Journalists and Professors of Political Science and Communication. Sampling Method is Non-Probability Purposeful and Virtual Snowball. The Findings of the Research Showed that New Media Has a Positive and Meaningful Effect on the Relationship Between Soft Power and DiplomacyAnd The Role of New Media is the Complete Mediation of the Transfer of Power to Diplomacy. In other Words, in the Age of Communication, The Need to Have a Powerful Presence in the World Arena Is to Use New Media at the Head of the Country's Public Diplomacy Apparatus.
Keywords
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