مهدی مهدوی اطهر

In contemporary international relations, public diplomacy has become an essential tool for nations seeking to influence global perceptions and build cross-border connections. This field has undergone significant transformation in recent years, particularly through theoretical contributions from scholars like Joseph Nye, who introduced the concept of soft power, and Nicholas J. Cull’s framework for understanding international communication dynamics. This theoretical lacuna underscores the necessity of developing localized frameworks for countries like Iran and other Islamic societies. Employing a descriptive-analytical methodology and drawing upon specialized sources, this research pursues three principal objectives: first, to analyze leading Western public diplomacy models, particularly those developed by Joseph Nye and Nicholas J. Cull; second, to critique the limitations of these models in global interactions and their application in non-Western contexts; and third, to present an indigenous theoretical framework titled the "Islamic Enthusiasm-Generating Model," which emphasizes Islamic values including justice-orientation, ethical principles, constructive engagement, and motivational factors as alternatives to Western paradigms. The findings indicate that Western public diplomacy models, due to their predominantly propagandistic and one-dimensional approaches, lack the necessary capacity to foster sustainable interactions within Islamic societies. The Islamic Enthusiasm-Generating Model, incorporating concepts such as social participation and cultural motivation, establishes an effective framework for public diplomacy in Islamic countries and emphasizes the integration of indigenous values with contemporary tools.