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Are memes the new battlefield? Inside Iran’s digital influence strategy

Amber Shamsi explores propaganda’s shift from cinema reels to AI-driven social media, contrasting Pakistan’s memes with Iran’s digital strategy

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Amber Shamsi

Pakistan Editor

Amber Rahim Shamsi is an award-winning multimedia journalist, political commentator, and free speech advocate with extensive experience in media development. She previously served as Director of the Centre for Excellence in Journalism (CEJ) at IBA, where she spearheaded the launch of iVerify Pakistan, a UNDP-supported fact-checking platform. A former BBC World Service bilingual reporter, she has hosted three major current affairs shows on Pakistani news channels. She is also an IVLP and ICFJ Digital Fellow, a media trainer, and an advocate for press freedom and gender representation in journalism.

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Are memes the new battlefield? Inside Iran’s digital influence strategyplay icon
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Information warfare is increasingly shifting from traditional battlefields to digital platforms, where states and users alike deploy memes, AI-generated content and viral media to influence public perception and global narratives.

In this episode of The Blue Newsroom hosted by Amber Shamsi, the program discusses the evolution of propaganda from mid-20th century cinema reels to today’s algorithm-driven ecosystem shaped by artificial intelligence, social media trends, and pop-culture formats such as memes, animations, and music.

It explores how Pakistan’s organic meme culture and Iran’s more structured digital outreach reflect contrasting approaches to modern information warfare, while also assessing the global impact of political messaging on platforms like Truth Social and broader geopolitical discourse.

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