Shirzad Askari – Media affairs expert

In the past, power in international politics was primarily measured by hard criteria such as military, economy, territory, and deterrence capability; but in recent decades, a hidden yet decisive layer has been added to the structure of power that has transformed many traditional equations. This layer is the “war of narratives”; a competition over meaning, perception, legitimacy, and the framing of political realities. In this new field, what is decisive is not merely events, but the manner of their narration and interpretation.

Media, social networks, cultural productions, artificial intelligence tools, and even sports and art, have all become part of this battlefield. States no longer act solely by relying on classical foreign policy or military instruments, but are increasingly investing in soft power, public diplomacy, and perception management. In such circumstances, the boundary between domestic policy and foreign policy has become unprecedentedly blurred.

From hard power to perception engineering

One of the most important transformations in the international system is the gradual shift from hard power to perceptual power. In this framework, the ability to shape others’ perceptions of a country has become as important as military or economic capability. Narratives can strengthen or undermine the legitimacy of states, form or dissolve coalitions, and even pave or block the way for sanctions or interventionist policies.

In this context, international media and digital platforms play a decisive role. The speed of information circulation, the possibility of content manipulation, and the use of new technologies such as artificial intelligence have turned the war of narratives into a complex and multi-layered domain. It is no longer merely the truth that matters, but the “framing of truth” has gained greater importance.

Recent studies on the performance of artificial intelligence systems also show that even technologies ostensibly considered neutral can carry structural biases. This issue indicates that the war of narratives is no longer limited to traditional media, but has extended to technological infrastructures.

Culture; the silent instrument of foreign policy

One of the less visible dimensions of the war of narratives is the role of culture in foreign policy. Culture is not only a reflection of countries’ national identity, but has also become a tool for political influence and shaping global public opinion. Literature, cinema, music, sports, and even lifestyle, all play a role in this arena.

In many cases, cultural influence operates more effectively than political influence, because it shapes the audience’s mind indirectly and gradually. For example, the soft power of some countries has expanded through language, media, and cultural productions in various regions of the world, leading to the creation of sympathetic networks or identity dependencies.

Sports have also become one of the important instruments of this soft war. Global sporting events are not only athletic competitions, but also arenas for displaying national power, political legitimacy, and international image-making. States use this space to enhance their national brand and increase their cultural influence.

Political legitimacy in the age of narrative competition

In the past, political legitimacy primarily stemmed from the internal structures of states. But today, legitimacy is heavily influenced by international perceptions. The narratives that form about a country at the global level can affect its internal stability, foreign relations, and even its economy.

In this framework, the war of narratives has become a tool for geopolitical competition. States attempt to weaken rival narratives and strengthen their own preferred narratives. This process continues not only during crises, but also under normal circumstances.

Numerous examples show how media narratives can transform a country’s image in global public opinion. Meanwhile, the role of transnational networks, digital media, and independent content producers has also become increasingly important. These actors can sometimes act even more effectively than states.

Cognitive warfare; the new frontier of national security

With the expansion of communication and digital technologies, the war of narratives has entered a new stage that can be termed “cognitive warfare.” In this stage, the goal is not merely to convey a message, but to alter the audience’s perception and decision-making. In other words, the human mind has become the main arena of competition.

Artificial intelligence, recommendation algorithms, social networks, and big data analytics are all tools that can play a role in shaping public opinion. These tools enable precise targeting of audiences, the production of personalized content, and the management of information flows.

In such circumstances, national security is no longer limited to geographical borders, but also includes the protection of the society’s informational and cognitive space. States are compelled to formulate new strategies to counter information operations, narrative manipulation, and psychological warfare.

The war of narratives demonstrates that international politics has entered a stage in which meaning is as important as classical power. Competition among states is no longer merely over territory or resources, but flows over minds, perceptions, and narratives. In this new order, countries that can present coherent, attractive, and credible narratives of themselves on the global stage, while simultaneously better resisting rival narratives, will be more successful. Power in the present era is not summed up solely in military or economic capability, but is also defined by the ability to shape the perceived reality of others.

For this reason, the war of narratives is not a marginal phenomenon, but one of the central axes of contemporary foreign policy; an axis whose role in determining the global balance of power will increase even more in the future.