Cultural frame switching in Iran: three decades after the Islamic revolution

This study employs the multiple social categorization theory to investigate the reasons behind the resurgence of ancient Iranian culture alongside Islamic culture during Ahmadinejad’s second term (2009–2013), three decades following the Islamic Revolution. This research holds significance as the Iranian ancient cultural framework has been marginalized since the Islamic Revolution and has not been embraced by the political elite of the Islamic Republic of Iran. The findings suggest that Ahmadinejad and his cohort adopted symbols from ancient Iranian culture influenced by both internal motivations and external factors. During this period, power struggles, societal disparities, economic inefficiencies, and international isolation contributed to a decline in the administration’s legitimacy and the development of a “fear of power” among Ahmadinejad and his associates. Consequently, they resorted to intercultural switching to reclaim their authority and legitimacy, a strategy characterized as “instrumental symbolism” or “symbolic self-presentation”.