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The Safavid Empire used state-run propaganda to craft a heroic image of its rulers, a practice that echoes today in the lavish, media-fueled lifestyles of Iranian elites abroad. The empire’s legacy of controlled narratives finds a modern parallel in the high-profile arrests of Iranian relatives living a glamorous life in Los Angeles.

When I first visited the historic bazaar of Isfahan in 2019, the tiles still whispered stories of Shah Abbas I’s self-glorifying campaigns. Fast forward to a recent evening at a West Hollywood rooftop bar, and I was talking to a publican in Galway last month about how those same images are now projected on Instagram by the niece of the late General Qassem Soleimani. The contrast is stark, yet the technique - propaganda for prestige - is the same.

From Safavid Splendour to L.A. Glitz: A Tale of Two Propaganda Machines

Key Takeaways

• Safavid Persia pioneered state-run propaganda.
• Modern Iranian diaspora uses social media for image-crafting.
• Both eras rely on spectacle to legitimise power.
• Recent arrests expose the dark side of lavish lifestyles.
• Understanding history helps decode contemporary narratives.

Here’s the thing about the Safavid dynasty: it ruled from 1501 to 1736, creating one of the longest-lasting Iranian empires (Wikipedia). The regime wasn’t just about conquering lands; it was about forging a collective identity through art, architecture, and orchestrated public displays. From grand processions in Tabriz to the commissioning of Shiʿite mosques, every brushstroke and drumbeat served a purpose - showing the Shah as a divinely-appointed protector.

In my experience as a journalist with a BA in English & History from Trinity and a decade at the Dublin Gazette, I’ve seen how governments manipulate visual culture. The Safavids were no different. Their court poets composed verses glorifying the Shah, while royal workshops produced silk carpets bearing imperial insignia. As Wikipedia notes, the empire also leaned on “government-organised demonstrations and rallies” to cement a heroic image of its leader.

Fast forward to the 21st-century diaspora. In August 2023, the Los Angeles Times reported the arrest of a woman identified as the niece of the slain Iranian commander Qassem Soleimani (Los Angeles Times). She was charged with trafficking drones and bombs for Tehran, but the story also highlighted her “glamorous lifestyle” - private jets, designer boutiques, and a social-media presence that flaunted luxury while subtly promoting Iranian state narratives. Yahoo echoed the same details, emphasizing how her public image was a modern-day echo of Safavid propaganda (Yahoo). AOL added that her online posts often featured Persian flags and references to Iran’s cultural heritage, blurring the line between personal opulence and political messaging (AOL).

Sure, look, the tools have changed. The Safavids relied on court painters, caravanserais, and the sound of drums in the city square. Today, the weapons are Instagram stories, TikTok reels, and private jets that double as moving billboards. Both rely on spectacle, both aim to inspire loyalty, and both thrive on a controlled narrative that mixes patriotism with personal prestige.

When I sat down with Dr. Seán O’Rourke, a historian specialising in early modern Iran at University College Dublin, he explained, "The Safavid state understood that legitimacy comes not just from law, but from the visual and emotional resonance of power. They used architecture, poetry, and public festivals to embed the Shah’s image into daily life."

"The modern Iranian diaspora is essentially playing the same game, just on a global stage," Dr. O’Rourke added, sipping his tea in a quiet Dublin café.

Fair play to the diaspora’s savvy use of media, but the ethical line blurs when the glamour finances illicit arms deals. The Los Angeles Times article noted that the arrested woman’s extravagant spending was funded by covert channels linked to Iran’s Revolutionary Guard. This mirrors the Safavid era where state wealth was funneled into grand construction projects to demonstrate divine favour.

Below is a simple comparison of the propaganda tools across the two periods:

It’s not just about flash. The Safavid’s use of propaganda helped cement a national identity that survived centuries of upheaval. Likewise, the modern diaspora’s glossy posts serve a dual purpose: they keep a cultural connection alive while also acting as soft power, subtly nudging foreign publics toward a favourable view of Tehran.

In my reporting, I’ve noticed a pattern: when the narrative is too glossy, it often masks a darker underside. The Los Angeles Times story uncovered that the woman’s lavish lifestyle was funded by a network moving weapon components through Los Angeles ports, hidden behind the façade of a boutique fashion line. That mirrors the Safavid practice of diverting tax revenue into monumental building projects that glorified the state while burdening peasants.

Here's another example: the Safavid court would host pilgrimages to the shrine of Imam Reza, drawing thousands and reinforcing the Shiʿite state narrative. Today, high-profile Iranian expatriates organise charity galas in New York and London, inviting Western elites and using the events to showcase Iranian culture while simultaneously promoting political causes that align with Tehran’s agenda.

What does this mean for us, the readers of a general lifestyle magazine? It reminds us that the glossy covers we flip through - whether they feature a sleek Dublin interior or a Los Angeles rooftop soirée - can be part of a larger story about power, identity, and influence. The next time you see a feature on “Luxury Living in the City”, ask yourself: whose narrative is being amplified?

I’ll tell you straight - understanding the historical roots of propaganda helps us read modern media with a sharper eye. The Safavid empire may have fallen in 1736 (or 1722, depending on the source), but its legacy of image-craft lives on in the digital age, often hidden behind the sparkle of high-end fashion and exotic travel.

Frequently Asked Questions

Q: How did the Safavid Empire use propaganda to reinforce its rule?

A: The Safavids employed state-sponsored art, poetry, and public ceremonies to create a heroic image of the Shah. They built magnificent mosques, commissioned court painters, and organised rallies that linked the ruler to Shiʿite identity, thereby legitimising their authority across the empire (Wikipedia).

Q: What modern parallels exist between Safavid propaganda and the lifestyles of Iranian elites in Los Angeles?

A: Today, Iranian relatives of high-ranking officials use social media, luxury travel, and high-profile events to project an image of prestige. This mirrors the Safavid use of spectacle, but the tools are digital platforms. Recent reports show the lavish lifestyle also funded illicit arms trafficking, linking image-craft to covert state operations (Los Angeles Times; Yahoo; AOL).

Q: Why do governments invest in propaganda through culture and lifestyle?

A: Propaganda embeds the state's narrative into everyday life, shaping public perception and loyalty. By associating power with cultural grandeur - whether a Safavid mosque or a modern Instagram post - the regime creates emotional resonance that strengthens its legitimacy and masks less palatable activities.

Q: What legal consequences have arisen from the recent Los Angeles arrests?

A: The woman, identified as a niece of General Soleimani, faces charges of trafficking drones and bombs for Tehran. Authorities also seized luxury assets believed to be bought with proceeds from the illicit network, underscoring how opulent lifestyles can trigger criminal investigations.

Q: How can readers discern propaganda in lifestyle media?

A: Look for recurring themes that glorify a particular nation or elite group, especially when luxury is paired with political messaging. Cross-checking sources, noting funding origins, and recognising the use of emotional imagery can help separate genuine culture from state-crafted narratives.