University of Tehran Scholar Calls for Strategic Shift Toward Soft Technologies and Creative Industries

Dr. Seyed Mehdi Sharifi, Associate Professor at the College of Management, University of Tehran, has emphasized the urgent need for Iran to strategically shift its national development agenda from an exclusive focus on hard technologies toward greater investment in soft technologies, cognitive sciences, and creative industries. In an analytical interview, he described creative industries as an inherently interdisciplinary field capable of driving cultural transformation and sustainable economic growth.
According to Dr. Sharifi, whose expertise lies in media management and human resource management, the primary mission of creative industries is not merely to produce goods and services, but to influence public attitudes and behaviors. He argued that with targeted policy support and the expansion of knowledge-based initiatives, creative industries could position Iran as a regional hub for the cultural economy.
Explaining the intellectual foundations of the field, Dr. Sharifi traced the historical evolution of creative industries to the Frankfurt School's concept of the "culture industry." He noted that while the culture industry was once criticized as a manifestation of capitalist production, perspectives have evolved significantly over recent decades.
"Over time, the global discourse changed, recognizing that culture itself can generate economic value and sustainable growth. This conceptual transformation gave rise to what we now call creative industries—an ecosystem encompassing publishing, cinema, digital games, online platforms, and many other cultural and creative sectors that have become major drivers of the global economy."
Dr. Sharifi also criticized the country's continued emphasis on hard technologies, arguing that such an approach overlooks the transformative potential of soft technologies.
"We have traditionally focused on tangible resources, equipment, and machinery, while today's world is increasingly led by soft technologies. Their objective is not simply to manufacture physical products; rather, their fundamental mission is to transform people's attitudes and behaviors."
Highlighting the pivotal role of cognitive sciences, Dr. Sharifi explained that integrating cognitive technologies with creative industries enables more effective communication through advanced methods such as eye-tracking and brain data analysis. These technologies provide valuable insights into audience perception and significantly enhance the effectiveness of communication strategies.
To strengthen the academic foundations of this emerging field, he announced that the University of Tehran has introduced a doctoral-level course entitled Cognitive Technologies within its Media Management program. The course is designed to provide a robust theoretical framework for advancing research and innovation at the intersection of cognitive sciences, media, and creative industries.