Ma`rifat

The term "cultural influence" has become one of the key concepts in the political and cultural discourse of the Islamic Republic of Iran, especially after the Supreme Leader's emphasis in recent decades. In this article, an attempt has been made to examine the Supreme Leader's discourse on cultural influence through an analysis of his statements, with an emphasis on soft tools such as media, education, art, and lifestyle. Theories put forward by Western theorists such as Joseph Nye with the concept of "soft power" and Antonio Gramsci with the theory of "cultural hegemony" have been specifically adapted in the analysis of cultural influence. Nye introduces soft power as a tool for influencing through cultural appeal and media, while Gramsci explains cultural domination not through coercion, but through the creation of cultural consent and its internalization by the media and elites. Based on these theories, this study attempts to present a comprehensive picture of the discourse of resistance to cultural influence and strategies to counter it. The findings show that cultural influence is a multi-layered, creeping, and intelligent project. The way to counter it is through continuous awareness-raising, jihad of explanation, revival of the Islamic lifestyle, and training of committed and informed elites.