1. Introduction and Role
Background: Launched as part of IRIB’s Sahar Universal Network in 1997, Sahar Azeri is the Azerbaijani-language service targeting over 30 million Azerbaijani speakers globally, including in the Republic of Azerbaijan, Iran’s Azeri-majority provinces, and diaspora communities.
- Strategic Role: Acts as a soft power instrument to strengthen Iran’s influence in the Caucasus by leveraging cultural, linguistic, and religious ties with Azerbaijani communities.
- Core Mission: Counteract Western and Turkish media dominance in the region by promoting Iran’s political ideology, Shia Islamic values, and historical narratives.
2. Programming and Messaging
- News/Current Affairs:
- Focuses on Iran’s regional policies, criticism of Western interventions, and coverage of issues like the Nagorno-Karabakh conflict from Tehran’s perspective.
- Highlights Iran’s role as a protector of Shia Muslims and emphasizes anti-imperialist rhetoric.
- Cultural/Historical Content:
- Airs documentaries on shared Persian-Azeri heritage, such as Safavid Empire history, to reinforce Iran’s historical claims over cross-border cultural ties.
- Celebrates traditions like Nowruz and Ashura to appeal to ethnic and religious solidarity.
- Religious Programming:
- Promotes Shia Islam through Quranic readings, sermons by Iranian clerics, and programs on shrines in Iran (e.g., Imam Reza in Mashhad).
- Targets Sunni-majority Azerbaijani populations in the Caucasus to counter Turkish Sunni influence.
- Entertainment:
- Features Azeri-language dramas, folk music, and travel shows showcasing Iranian Azerbaijan’s landscapes, blending entertainment with cultural propaganda.
3. Strategic Objectives
- Cultural Influence: Strengthen pan-Azeri identity while anchoring it within Iran’s ideological framework to deter separatist sentiments in Iranian Azerbaijan.
- Ideological Alignment: Promote loyalty to the Islamic Republic by framing Iran as the guardian of Shia Islam and regional stability.
- Counter Regional Rivals:
- Undermine Turkey’s soft power (via TRT Avaz) by emphasizing Iran’s Shia identity over Turkic nationalism.
- Challenge Israel’s growing ties with Azerbaijan by amplifying anti-Israel narratives.
- Diaspora Engagement: Connect with Azeri diaspora communities in Europe and North America to counter anti-regime narratives abroad.
4. Challenges and Impact
- Criticism and Controversies:
- Accused of spreading propaganda and conspiracy theories (e.g., antisemitic tropes in historical dramas).
- Banned temporarily in Azerbaijan (2012) for alleged sectarian incitement and interference in domestic politics.
- Competition: Struggles to match the production quality and popularity of Turkish and Western media among younger Azeri audiences.
- Geopolitical Tensions:
- Iran-Azerbaijan relations fluctuate, impacting Sahar Azeri’s reception (e.g., Baku’s tilt toward Israel strains ties).
- Risks alienating Sunni Azeris in the Caucasus with overtly Shia-centric content.
- Measured Impact:
- Successful in rural and religiously conservative areas but limited traction in urban centers like Baku, where audiences prefer independent or Turkish media.
- Strengthened cultural ties with Azeri minorities in Georgia and Dagestan, bolstering Iran’s regional foothold.
Conclusion
Sahar Azeri remains a cornerstone of Iran’s soft power toolkit in the Caucasus, blending cultural outreach with ideological messaging. While its influence is uneven, the service sustains Iran’s ability to project narratives that counter rivals and foster solidarity among Shia Azeri communities. However, its efficacy is constrained by geopolitical rivalries, generational media preferences, and accusations of sectarian bias.
