Journal of Iranian Cultural Research

Journal of Iranian Cultural Research

Opportunities and threats of social media in expanding intercultural communication with an emphasis on the Arbaeen pilgrimage

Articles in Press

Document Type : Scientific Research Manuscript

Authors
Seyyed Ali Mohammad Razavi 1
Seyyed Mohammad Ali Mortazavi Shahroudi 2
Easa Zarei 3
1 Department of Culture and Communication, Faculty of Religion and Media, University of Radio and Television, Qom, Iran
2 MA in Social Communication Sciences, Department of Social Communication, Faculty of Religion and Media, IRIB University, Qom, Iran
3 Faculty of Religion and Media, IRIB University, Qom, Iran
10.22035/jicr.2026.3608.3821
Abstract
This study examines social media’s role in expanding intercultural communication during the Arbaeen pilgrimage, identifying opportunities and threats through the frameworks of communicative action, co-cultural theory, and intercultural competence. Adopting a qualitative approach, data from 13 in-depth interviews with experts were analyzed using thematic analysis, yielding 280 initial codes and 19 sub-themes. The findings reveal that social media fosters empathy through personal narratives, with Ashura serving as a powerful symbol of unity for intercultural dialogue; however, challenges such as information distortion, cultural misunderstandings, and malicious strategic actions persist. Ultimately, the research concludes that the opportunities offered by social media significantly outweigh the threats, making strategic utilization of these platforms essential for globalizing the Arbaeen message. To counter Western media hegemony and prevent the distortion of this major cultural event, the study emphasizes enhancing media literacy and developing indigenous platforms. By doing so, this work acts as a bridge between lived religious experience and the digital architectures shaping global perception, sitting at the vital intersection of faith, media power, and intercultural negotiation.
Keywords
Arbaeen
communicative action
intercultural communication
social media
thematic analysis
Subjects
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Journal of Iranian Cultural Research

Articles in Press, Accepted Manuscript
Available Online from 23 May 2026

  • Receive Date 14 December 2025
  • Revise Date 29 April 2026
  • Accept Date 23 May 2026