Change from Within: The Role of Media in the Professional Transformation of Social Work in Iran
The profession of social work in Iran, despite its long history and importance, has faced numerous challenges on its path to professional transformation. In this context, the role of specialized media is not only to inform but also to shape public opinion and create a platform for strategic changes. The Iranian Social Workers website (iraniansocialworkers.ir), with its brilliant history of facilitating enthusiastic participation in the General Assembly of the Iranian Association of Social Workers in 2017, has demonstrated how a specialized media outlet can be a catalyst for major transformations. The question now is whether this medium can, once again and with new tactics, pave the way for a fundamental change in the professional field of social work.
From Awe to Awakening: The Power of Media in the Face of Conservatism
The experience of the 2017 General Assembly of the Iranian Association of Social Workers is a prime example of the power of media in energizing a professional community. During that period, the Iranian Social Workers website, by designing a specific media space, was able to inject passion and enthusiasm into the heart of the social work community. This success stemmed from a deep understanding of the nature of psychological media operations, which, contrary to popular belief, do not necessarily mean manipulation or deception. Rather, they are about motivating, clarifying, and guiding thoughts toward a common goal.
This approach challenged the professional institution and made it self-aware. That experience clearly showed that collective awareness and active participation are powerful forces for advancing professional goals. Just as the memory of that important assembly remains for the current and former board members of the Iranian Association of Social Workers, it must be remembered that this media capability still exists. Whenever the need for fundamental change is felt, the Iranian Social Workers website, with new forms and tactics, is ready to once again create the conditions for strategic change. This time, the outcomes may differ from the past, forging a new path for the future of the profession.
Media Tactics for Professional Transformation
To bring about strategic and fundamental changes, a specialized media outlet must do more than just inform. Here are some important media tactics that can help energize a professional community:
- Hosting Online Panels and Virtual Debates: Instead of merely publishing articles, the media can host online debates by inviting experts, current board members, and critics. This tactic directly showcases challenges and gives the professional community the opportunity to become closely acquainted with the approaches and plans of candidates or leaders. This strengthens the spirit of competition and accountability and prevents conservatism.
- “Conversations with Members” and “Voices of Social Workers” Campaigns: Creating a platform for the direct publication of views, criticisms, and suggestions from social workers across the country. This tactic makes social workers feel their voices are being heard and encourages their active participation. This type of content provides a living database of the needs and expectations of members, which can serve as the basis for fundamental changes.
- Publishing Analytical and Comparative Reports: The media can prepare in-depth reports comparing the performance of professional associations in other countries with their domestic counterparts. These comparisons document and scientifically highlight strengths and weaknesses, increasing the social pressure for improvement and change.
- Psychological Operations Focused on “The Need for Change”: This tactic is based on scientific and psychological principles. By publishing regular and targeted content, the media reiterates the idea in the audience’s mind that the current situation is insufficient and that change is a necessity, not an option. This operation, using documented evidence, surveys, and in-depth analyses, gradually reduces resistance to change.
- Rebranding for the Future: A media outlet can strategically rebrand key concepts such as “Professional Revolution,” “Dynamic Association,” and “Future-Making Social Workers.” This focuses on a vision for the future and shared goals rather than past problems, providing an ideological foundation for change.
The Capability of the Iranian Social Workers Website
Given its history and influence, the Iranian Social Workers website is well-equipped to implement these tactics. This platform is not just a website; it is an intellectual authority that has the trust of a large part of the social work community. The website’s ability to:
- Network with experts and activists in the profession
- Produce deep and specialized content
- Understand social and professional dynamics
- Have a specialized and creative media team
makes it a powerful tool for creating transformation. This medium can, once again, by designing a “positive psychological operation” based on transparency and accountability, create the conditions for a “fundamental election”—an election that will not only transform the members but also the identity and nature of the entire social work profession. This action serves as a reminder that the real power lies in the hands of writers and the media.
