How Iran’s Regime Exploits Emotions to Crush Protests

The manipulation of emotions played a central role when Iran’s regime cracked down on the “Woman, Life, Freedom” protest movement following Amini’s death in police custody in 2022.

In their article, “Emotions in the legitimation of repression: state framing during the Woman Life Freedom movement in Iran”, researchers Banafsheh Ranji (NTNU) and Kjetil Selvik (formerly at NUPI) analyze how fully regime-loyal media in Iran framed these events to justify repression and rally support.

Martyrdom Narratives as a Powerful Tactic

“A prominent emotional framing used was the deployment of martyr narratives, a long-standing tactic in the Islamic Republic’s repertoire,” explains Ranji.

Through their analysis of regime-loyal newspapers and news agencies, the researchers found repeated portrayals of pro-regime young men allegedly killed in violent clashes with demonstrators and opposition groups. These victims were framed as “symbols of resistance, sacrifice, moral integrity and courage” and “martyrs” — even when the circumstances surrounding their deaths were unclear.

“In the past, martyrdom was typically associated with military actors, especially in the context of War. But during the recent protests, the regime adapted this tactic to fit a domestic protest context. It highlighted pro-regime casualties—particularly among the Basij militia—as “ordinary citizens” and “innocent victims”, casting them as martyrs of public order rather than of war.”

By reframing repression as an act of justice for fallen regime supporters, the state was able to strengthen solidarity among its base and security forces, while creating public legitimacy for its crackdown.

Framing Protesters as Enemies of the State

“Political narratives rely on familiar discursive elements—recognizable characters, sequences, and symbols—to evoke emotional responses that resonate with the intended audience,” says Ranji.

The study highlights four key elements the regime used to frame the protests:

• The demonisation of the protesters as enemies of the nation, Iran and Islam
• Attributing the causes of the protests to ‘the enemies’ agenda
• ’Framing the punishment of protesters, particularly the executions, as a popular demand and a crucial step to restore order
• The powerful symbolism of martyrdom

During the Israel-Iran war, the state strongly emphasized nationalism and national unity, and also used of the idea of martyrdom, Ranji explains.

“During the “Woman, Life, Freedom” protests, in addition to the martyr narratives, the common discursive strategies were once again deployed. Protesters were demonized and framed as agents of a foreign agenda, accused of threatening Iran’s national security and serving the interests of external powers. The state portrayed the protests as part of a broader plan orchestrated by Iran’s enemies—aimed at destabilizing the country and undermining its security, sovereignty, and national unity. Also, the regime intensified some of these narratives, for example protesters were labeled as “terrorists” or likened to Daesh (ISIS) not just to delegitimize them, but to dehumanize them.”

A Coordinated Network Behind the Messaging

“It’s important to understand that the media content in Iran is not produced or ordered by a single individual pulling all the strings, as it is often assumed,” explains Ranji.

While Supreme Leader Ali Khamenei is the highest authority, the manipulation described in the article doesn’t necessarily originate directly from him.

“A range of actors are involved: A network of political elites, loyalist actors, media organizations and powerful institutions, like the Islamic Revolutionary Guard Corps, and the Ministry of Culture and Islamic Guidance, work together to shape public opinion.”

Building on Kjetil Selvik’s Legacy

The study was co-authored with Kjetil Selvik, who served as a Research Professor at NUPI until 2024.

“He was the one who initiated the topic of this study,” Ranji recalls. “One day, he asked, ‘I wonder whether the regime is using the same emotional elements that the Iranian opposition is using in their protests against the state?’ He posed the question with the curiosity of an outsider, but also the familiarity of an insider. We began exchanging ideas, and that conversation became the starting point for this article.”

Selvik sadly passed away in 2024, but he worked on this project until the completion of the first draft.

“We worked on the first draft of the article while Kjetil Selvik was hospitalized during the summer of 2024. Despite his illness, he remained full of life and motivation for writing. His scholarship and collegiality were truly unique, and we have been fortunate to benefit from his legacy.”