Background and objective: Over the last few decades, social movements have raised variety forms of collective behavior, which is in terms of objectives, nature and method of campaign totally different from classic movements. The new approach is concentrated on such a type of power which is described by Steven Lukes as “Third dimension of power”. The power has a different and new nature based on mentality processing and satisfaction. The type of vast cultural and social changes taken place in Iran, especially in megapolises. Meanwhile, expansion of communications has provided proper circumstances for formation of movements like this. The present research aims at identifying aspects of these movements and surveying the level of their tendency toward soft power. The basic question raised here is: “To what extent is the level of social movements approach oriented toward third power (soft power)?”Material: The research is of descriptive-survey type. A questionnaire based on Likert scale was used for collecting data from 72 commanders and managers who have had close relationship with social movements, in terms of its relevance with their professions. The samples were randomly selected in clusters.Findings: The research findings indicated that over the last few decades in Iran, social movements have had tendency toward third power (soft power). The movements have been oriented toward becoming cultural, value-based, satisfactory and avoiding violence. They have basically used some specific tools such as media, art, symbolism, etc. for displaying their objectives, and campaign. Therefore, their control and management should be fulfilled while taking into consideration these realities.