Should've specified that I meant internationally. Unfortunately, I haven't followed the internal stuff. Before this war, the international public diplomacy was very academic and formal as far as I'm aware. I guess it's to be expected that the social media generations would excel at memes, Iranians tend to excel at most things they take seriously. That's apparent even outside Iran, where Iranian minorities in the west are generally more ambitious in most areas compared to the majority of immigrant communities.
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