From Handshakes to Hashtags

written by 10207 Kim Cho Eun

Do you use any social media?

Nowadays, it’s no exaggeration to say that most of the world’s population uses social media. Social media is used in many ways, not only for personal use but also for self-promotion and marketing.

Surprisingly, social media is also used in international diplomacy.

What Is Public Diplomacy?

Public diplomacy is “any of the various government-sponsored efforts aimed at communicating directly with foreign publics to establish a dialogue designed to inform and influence with the aim of building support for the state's strategic objectives,” according to Britannica Dictionary.

In other words, it is an intimate way of diplomacy. It involves using communication, culture and activities to build good relationships with people from other countries and create a positive image of your nation abroad.

As the international order has changed over the twentieth century, so has the practice of public diplomacy. Its practitioners use a variety of instruments and methods ranging from personal contact and media interviews to the Internet and educational exchanges.

The intention of public diplomacy is to communicate and win the hearts and minds of people. It promotes diplomatic relations and enhances the country’s national image and national brand by spreading consensus and securing trust. It also increases the country’s influence in the international community.

Due to the global spread of democracy, the revolutionary development of communication and financial crisis meant the hard power, which is the core of military and economic power, is facing limitations as the importance of intergovernmental diplomacy and direct access to foreigners grows.

The difference between 21st-century diplomacy and past methods is that not only the government but also the citizens themselves join the diplomacy.

Instead of hard power, which is based on military intervention, coercive diplomacy and economic sanctions, the method of pursuing cultural and artistic aspects of a country which is called soft power, is being used widely.

For instance, the U.S. government leads public diplomacy by hosting educational exchange programs for scholars and students, visitor programs, language training, cultural events, cultural exchanges as well as radio and television broadcasting.

Social Media in Public Diplomacy

The usage of social media also significantly increased in diplomacy. Because social media like Instagram, Facebook and X (formerly known as Twitter), are easily accessible and low-cost to use. Thus, during crises or emergencies, governments can use social media to provide real-time updates and information to both their citizens abroad and foreign nationals within their borders.

It makes increased interaction between the world population. For us, responding to international events or crises with thoughtful, diplomatic messages through social media can be an effective way to engage in respectful discussions on global issues. Decisively, it is the best way to notice the public’s thoughts and ideas worth sharing. Range and subject of public diplomacy are becoming more diverse and wider through open communication.