What is Digital Diplomacy
Digital diplomacy is the strategic use of digital technologies, particularly social media and online platforms, by governments, international organizations, and diplomats to engage with foreign publics, shape international perceptions, and promote foreign policy objectives. It allows for real-time, two-way communication and the projection of soft power, enabling states to influence global narratives, manage crises, and enhance diplomatic relations. Digital diplomacy has evolved from traditional public diplomacy by utilizing the immediacy, accessibility, and broad reach of digital tools to engage with global audiences and manage international crises more effectively (Micolta, 2024; Saliu, 2023)
Evolution and Current Theory

Early public diplomacy used visual propaganda to rally public support and shape perceptions. The U.S. and Soviet posters here exemplify how governments communicated patriotic duty and societal discipline during wartime.

The U.S. Department of State launched its official website in 1994, making it one of the earliest examples of using the internet to provide information on foreign policy, engage with foreign publics, and facilitate access to government resources.

The first president to post on Twitter was Barack Obama. Although his official campaign and staff used Twitter as early as 2007, Obama himself posted his first personal tweet on May 18, 2015, from the official @POTUS account

1 / Early Roots in Public Diplomacy (20th Century):
Before digital diplomacy, governments engaged in what was known as public diplomacy. During the Cold War, public diplomacy was used by superpowers like the United States and the Soviet Union to project ideological narratives through radio, television, and print media. Platforms like Voice of America and Radio Free Europe were tools for reaching audiences behind the Iron Curtain, promoting democratic ideals and countering communist narratives (Herman & Chomsky, 1988). Although it was one-directional and state-controlled, this era laid the foundation for public communication as a legitimate diplomatic tool.
2 / The Internet Age (1990s-2000s)
With the rise of the internet in the 1990s, governments began experimenting with websites and email to communicate directly with international audiences. This period marked the beginning of "e-diplomacy",diplomatic activities using digital communication technologies. Ministries of foreign affairs started to build websites to share information with foreign publics and provide insights into policies, making government information accessible worldwide (Saliu, 2023). Although this stage was still largely informational, it demonstrated the potential of digital tools in reaching global audiences.
3/ Social Media Revolution
The advent of social media platforms in the late 2000s brought a major shift in digital diplomacy. Social media enabled immediate, two-way communication, allowing diplomats and leaders to bypass traditional media outlets and engage directly with citizens globally. President Barack Obama and his Secretary of State Hillary Clinton were among the first major political figures to use Twitter for direct engagement with foreign publics (Bjola & Holmes, 2015). Digital diplomacy gained traction as an interactive tool for real-time engagement, crisis communication, and public opinion management, transforming the nature of diplomatic discourse.
4 / Current State (2020s and Beyond
In the current era, digital diplomacy has become an essential part of international relations, often shaping narratives in real time during crises. Countries use digital platforms to influence global opinion, rally international support, and counter disinformation.
The integration of artificial intelligence (AI) in digital diplomacy offers new capabilities, such as data analysis and automated responses, but also introduces serious concerns. AI can produce realistic deepfakes, spread disinformation, and amplify propaganda, which risks misleading audiences and eroding trust in diplomatic communications (Puyosa, Azpúrua, & Suárez Pérez, 2024).
As AI technology advances, its potential misuse by various actors raises challenges for accountability and transparency, with the risk of manipulating public opinion and impacting diplomatic relations (Saliu, 2023).
In the current context
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Ukraine-Russia War
The Ukraine-Russia war is one of the most significant modern examples of digital diplomacy in action. Ukrainian President Volodymyr Zelensky and his government have effectively used social media platforms such as Twitter, Instagram, and Telegram to rally international support, counter Russian disinformation, and humanize the conflict for global audiences. Zelensky's direct appeals to world leaders and global citizens have been pivotal in mobilizing humanitarian and military aid from the West. Ukraine's digital diplomacy efforts have allowed them to bypass traditional diplomatic channels, bringing global attention to their plight in real-time and shaping the global narrative as a fight for democracy against Russian aggression.
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On the other hand, Russia has utilized digital diplomacy in a different way, focusing on controlling the narrative through disinformation and state-controlled media outlets. Russia has employed cyberattacks and misinformation campaigns to undermine Ukraine’s legitimacy, sow discord among its allies, and justify its military actions. These two contrasting approaches showcase how digital diplomacy can be employed both to defend democratic values and to propagate state-driven narratives during times of war.
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Venezuela Democratic Crisis
Venezuela’s political crisis has also become a battleground for digital diplomacy. The Venezuelan government, led by Nicolás Maduro, has leveraged digital platforms to portray itself as the defender of Venezuelan sovereignty and as a victim of Western imperialism. Through social media, the government projects messages that aim to downplay the economic and humanitarian crises while accusing foreign powers, particularly the United States, of economic warfare through sanctions.
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In contrast, opposition leaders like Maria Corina Machado have used digital diplomacy to call for international intervention and highlight the regime’s human rights abuses. Social media became a critical tool for the opposition to gather international support, as mainstream media in Venezuela is largely state-controlled. International organizations and foreign governments have also used digital platforms to engage with Venezuelan citizens, providing a lifeline for those seeking accurate information and external support in the face of state censorship.
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Gaza-Israel Conflict
In the Gaza-Israel conflict, digital diplomacy plays a dual role in shaping both domestic and international perceptions. Israel has long used social media to communicate directly with the global community, often presenting its military actions as self-defense against terrorism. The Israeli government, the Israel Defense Forces (IDF), and official accounts on platforms like Twitter and YouTube present detailed justifications for their operations, aiming to win the support of foreign governments and citizens, particularly in the West.
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On the Palestinian side, social media has become a vital tool for activists, journalists, and citizens to bring attention to the humanitarian toll of the conflict. Digital diplomacy has enabled Palestine to reach a global audience, counteracting what they see as biased mainstream media coverage. Videos, images, and personal stories are shared in real-time, shaping international perceptions of the conflict and spurring grassroots activism across the globe.