Iran's war propaganda homes in on Trump with Lego memes

Wartime propaganda has evolved for the social media age, and Iran is now vying with the U.S. to be the world's biggest keyboard warrior.
As the real-world bombardment in the Middle East continues and casualties mount, both sides in the month-old war are also firing off ironic, pop-culture-steeped memes on the online battlefield. Iran's new leaders have quickly assumed an online fighting posture, amping up their memes and pointed attacks on the U.S. and Israel.
"What we're seeing is not just a war of weapons, but it's also a war of aesthetics," said Nancy Snow, a professor and author who studies propaganda. "Whoever controls the meme controls the mood."
Iran's prime target is President Donald Trump, with state media and top officials alike relentlessly mocking and amplifying criticisms of the U.S. leader.
Top members of Iran's parliament, its Islamic Revolutionary Guard Corps and even its president, Masoud Pezeshkian, have sought to insult or undermine Trump in their messaging. And they're using the world's most popular social media platforms, such as Facebook and X, to get the word out.
Among the most striking examples: a series of seemingly AI-generated videos depicting Iranian military successes against the U.S. and Israel in a Lego-esque cartoon art style.
One shows a panicked Trump ordering an airstrike after reviewing the "Epstein Files" alongside Satan and Israeli Prime Minister Benjamin Netanyahu. Another, a rap diss track, calls Trump a "loser" and accuses him of being Netanyahu's "puppet" over images of stock market sell-offs, missile strikes and coffins.
Those and other messages out of Iran regularly reference Jeffrey Epstein, the notorious late sex offender and former Trump friend at the center of conspiracy theories that the president launched the Iran war to distract the public from headlines about releases of files related to the Epstein investigation.
The plain intent of Iran's messaging is not just to project defiance and counter U.S. assessments of Tehran's military weakness, but also to undermine Trump by homing in on some of his biggest political vulnerabilities.
"Iran is blending grievance with meme culture — mixing Epstein, anti-war sentiment, and pop visuals to penetrate fragmented Western audiences," Snow said.
As for why they're using Legos to convey their message, it may be because of their universal appeal, said Dan Butler, a political science professor at Washington University in St. Louis who uses the toys in his teachings.
"The same reason it works in education is the reason actors would use it for propaganda: people like Legos and will tune in to watch Lego-based films," Butler told CNBC in an email.
"In fact if something is violent, using Legos might make people lower their defenses and also be more likely to share the material," he said.
Airstrikes, bowling and Grand Theft Auto
The Trump administration, meanwhile, has melded wartime messaging with internet culture even more literally.
In the early days of the war, official accounts shared videos splicing clips from sports, movies and video games into real footage of military strikes.
The visuals dovetail with the relentlessly bombastic and boastful rhetoric from Trump and Defense Secretary Pete Hegseth, who have repeatedly trumpeted the "obliteration" of Iran's military while assuring that the U.S. is rapidly nearing its objectives for victory.
The videos have drawn criticism, including from some former U.S. military officials, for trivializing a war in which more than a dozen U.S. service members have died and hundreds more have been injured.
But the White House officials involved in creating the videos say they have proven effective in drawing attention and connecting with young people. One of them told Politico the efforts are meant to tout U.S. troops' heroic work "in a way that captivates an audience."
The White House told CNBC it intends to stick with its messaging strategy.
"The legacy media wants us to apologize for highlighting the United States Military's incredible success, but the White House will continue showcasing the many examples of Iran's ballistic missiles, production facilities, and dreams of owning a nuclear weapon being destroyed in real time," spokeswoman Anna Kelly said.
The meme war's endgame
War propaganda is nothing new, but what's being produced now – and what it's intended to achieve – is unprecedented, said Roger Stahl, a University of Georgia communications professor whose research covers rhetoric and propaganda.
The Trump administration didn't mount much of a war propaganda campaign before launching initial strikes on Feb. 28, and "there's been no attempt to justify this conflict before or after," Stahl said.
"Instead we get a series of memes" and "really bellicose statements from Pete Hegseth," Stahl said. "I don't see any message discipline. I think they are all over the place."
The purpose of it, he said, is to galvanize Trump's base of supporters and draw attention.
On the latter metric, the strategy has been a success: Four videos posted on the official White House X account on March 5 and 6 have garnered nearly 100 million impressions as of April 1.
Iran's goal isn't to convince or corral its own people – who are reportedly facing extended internet outages – but rather to craft a "response offensive" to undermine the U.S. globally, Stahl said.
"There's a lot of erosion with regard to potential [U.S.] ally support for this war, and these messages from Iran are playing right into that."
Targeting Trump
It's not all memes and trolling. Iranian officials are also homing in on the war's destabilizing impact on the global economy and energy prices.
On Sunday, Mohammad-Bagher Ghalibaf, speaker of Iran's parliament, suggested on X that Trump's habit of announcing war updates from his Truth Social account is actually an effort to influence stock markets.
"Heads-up: Pre-market so-called 'news' or 'Truth' is often just a setup for profit-taking. Basically, it's a reverse indicator," Ghalibaf wrote.
"Do the opposite," the speaker advised investors. "If they pump it, short it. If they dump it, go long. See something tomorrow? You know the drill."
On Monday morning, Trump wrote on Truth Social that the U.S. is "in serious discussions with A NEW, AND MORE REASONABLE, REGIME to end our Military Operations in Iran."
The S&P 500 ended the trading day lower while oil prices continued to rise.
Ghalibaf on Tuesday shared a CNN article on Americans struggling with the war-induced spike in U.S. gas prices.
"Sad, but this is what happens when your leaders put others ahead of hard-working and ordinary Americans. It's not America First anymore… it's Israel First," he wrote.