Situated within a constructivist framework, this study undertakes a comparative analysis of digital diplomacy strategies employed by the United States and the European Union in India. The novelty of the study lies in its investigation of digital diplomacy as a tool for constructing state–public communication with post-colonial societies experiencing rising global influence. By examining over 2000 Facebook posts and 92,000 comments published between 2021 and 2024, the research employs a mixed-methods approach, integrating descriptive statistical analysis with content and discourse analysis. The study focuses on the thematic priorities, communication styles, and engagement effectiveness to advance understanding of how public diplomacy constructs intersubjective meanings and shapes foreign publics. Providing an insightful case study, the findings show that the United States adopts a broader, audience-centered strategy, characterized by frequent posting and narratives tailored to the targeted society. By contrast, the EU's approach remains more formal, generating limited engagement, and highlights the challenges digital diplomacy entails. Moving beyond a performative view, the findings underline the constitutive potential of digital diplomacy and social media in shaping public perceptions, shared values, intersubjective interpretations, and transnational identities in emerging countries.
Policy Implications
- Digital diplomacy as a dimension of public diplomacy and a tool of soft power: The increasing centrality of digital media enables the strategic use of social media to reach foreign publics with the aim of constructing narratives and disseminating ideas, values, norms, and identities for political purposes.
- Tailor communication strategies: State actors should craft audience-specific narratives on social media that culturally resonate with target societies. Digital diplomacy must extend beyond the promotion of national values to include the cultivation of emotional connections with foreign audiences. This is particularly important in post-colonial contexts, where positive storytelling about the targeted society can foster meaningful engagement with foreign publics.
- Address organizational and managerial obstacles: Digital diplomacy requires a reconfiguration of the functions and organizational structures of diplomatic missions. Developing impactful digital narratives demands new expertise, innovative communication strategies, and an unprecedented willingness to take risks.
- Adopt a selective approach to two-way communication: Establishing two-way communication channels on social media presents several challenges, often necessitating suboptimal compromises. Additionally, two-way communication requires continuous human moderation. As a pragmatic solution, state actors could concentrate two-way engagement on policy domains particularly relevant to bilateral relations.
- Strategically rethink EU digital diplomacy: Enhanced coordination and resource-sharing between the EU and its member states could create mutually beneficial outcomes, potentially resulting in a more impactful and engaging practice of digital diplomacy.
Photo by Déji Fadahunsi