Paradigm Shift in Media Warfare: Memes Artificial Intelligence and the Battle of Narratives

The official and unofficial use of a new type of message viewpoint and position transmission such as visual jokes (Memes) and AI-generated viral videos during the U.S. and Zionist regimes aggression against the Islamic Republic of Iran demonstrates a remarkable transformation in media warfare.

The official and unofficial use of a new type of message, viewpoint, and position transmission, such as visual jokes (Memes) and AI-generated viral videos, during the U.S. and Zionist regime's aggression against the Islamic Republic of Iran, demonstrates a remarkable transformation in media warfare. This is a transformation in which success is determined not on the basis of factual credibility, but rather on Algorithmic Visibility, Emotional Response, and Cultural Adoptability. Although critics consider this content merely a form of superficial propaganda, its effectiveness lies precisely in its ability to combine entertainment with political messaging; a matter that has transformed the way influence is exerted in the digital age.

Transition from Traditional Advertising to Platform-Based Influence

In the past, advertising was primarily disseminated through official and controlled media; the current approach shows a clear departure from this model, as it relies on communications based on visual jokes (Memes) and AI-generated videos, compatible with the viral logic of social networks, instead of official advertising. This change represents a fundamental shift: messages are no longer imposed on the audience, but are embedded within content that the audience actively seeks. Today, we witness that not only independent informal groups, but even Iranian embassies in various locations have joined this initiative. As a result, Iran’s front has managed to align its messages with the logic of platforms such as TikTok, X, and Instagram; where "interaction" and "choice" have replaced "authority" as the determining factor for visibility.

This new strategy demonstrates how innovative use in message transmission and entry into narrative flows can act as a power multiplier in asymmetric war (Asymmetric War). Compared to traditional media production, this model allows for:

• Rapid content production simultaneous with field developments.
• Significant reduction in costs.
• Continuous adaptation of narratives to the field.

This enables a country with more limited media resources to compete with powerful actors on the global stage and play a role in shaping global public opinion beyond its traditional capacities. 

Emotional Framing and the Logic of Virality

The distinctive feature of such productions is reliance on emotional simplification rather than analytical complexity. Consequently, this content:

• Becomes more understandable.
• Acquires greater emotional weight.
• Increases its probability of dissemination.

In the digital space, the intensity of emotions is directly correlated with the extent of spread. It appears that Iran’s strategy has been shaped precisely on this basis; prioritizing emotional impact, which results in influence not only through deep persuasion, but also through repetition and widespread visibility.

 Strategic Targeting of Global Audiences and the Youth Generation

For example, an emerging independent group named Explosive Media has published AI-generated videos in familiar formats—such as the use of LEGO, humor, and rap and hip-hop music—which has deeply engaged the Western-American cyberspace. One of the strengths of this approach is the precise selection of the audience. The use of LEGO constructs, American rap, humor, and familiar visual elements indicates that this content is specifically designed for international audiences, particularly in the West and among the younger generation.

This signifies an important shift:

• Exclusive focus on the domestic audience has been set aside.
• Competition (effective and rapid) for narratives on a global scale has been placed on the agenda.
• By integrating political messages into global internet culture, such content is less perceived as "foreign advertising" and gains greater acceptance. 

 Blurring the Line Between Entertainment and Propaganda

The most significant innovation of this initiative is the fusion of entertainment with political messaging. Unlike traditional advertising, which is explicit and easily identifiable, these memes and videos: · Entertain first. · Then convey the message indirectly.

This model leads audiences to consume and repost the content, often without a deep awareness of its political nature. Consequently, the final product evolves into a form of "viral entertainment," whose scope of influence is far broader.

Arguments For and Against

Nevertheless, some argue that this type of content, due to its simplicity or even its humorous nature, does not have a profound impact on public opinion and creates only short-term attention. This perspective rests on the assumption that effectiveness requires a deep change in beliefs. However, in today’s media landscape, shaping what people see and discuss holds greater importance. Even superficial interaction can play a role in setting the mental agenda for audiences.

Others believe that cartoonish humor or AI-generated content lacks credibility and may lead to the dilution of the message. While credibility is of high importance in traditional media, the criteria have changed in the digital space. "Shareability" and "relatability" have often replaced credibility. The success of such productions demonstrates that establishing credibility is no longer a necessary condition for influence.

Conclusion

The formal and informal use of LEGO-based AI videos, humorous memes, and similar content indicates a fundamental transformation in information warfare. By focusing on virality, emotional impact, and a deep understanding of global digital culture, Iran has managed to align itself with the logic of the "digital attention economy" {The digital attention economy is an economic model in which human "attention" is considered a scarce and valuable commodity, and digital platforms compete to attract, measure, and monetize it}. Ultimately, this demonstrates that in modern conflicts, power is exerted not only through military or economic tools, but also through the ability to broadly shape narratives. With the advancement of artificial intelligence technologies, such strategies will likely become one of the main pillars of global competition in the information domain.

 Mehdi Salami, Expert at the Research and Studies Deputy

 (The opinions expressed are those of the authors and do not purport to reflect the opinions or views of the IPIS)