Digital Diplomacy
Marwan Muslim
Digitalization and automation are sweeping the world, and you find them present around you, contributing to facilitating all your services in a faster and better quality manner. What is happening in our current time is that digitalization and automation are reshaping the world and its boundaries, principles, and cultures, leading to the emergence of what is called "digital diplomacy."
Digital diplomacy is the advanced use of digital technology in diplomatic and political operations. Digital diplomacy can be used to facilitate communication between governments and entities working in the field of diplomacy, deal with political data and analyses, and manage international relations.
Advanced digital technology enables many features for diplomacy, such as rapid and effective communication and faster coordination in operations. Digital technology also helps provide appropriate solutions to global issues, such as globalization, global security, and sustainable development.
However, digital diplomacy also carries significant risks, such as the potential for privacy loss, exposure to illegal investigations, and unwanted interference in diplomatic operations. Therefore, it is important to take necessary measures to maintain digital security and privacy in the field of digital diplomacy.
In the traditional diplomatic world governed by protocols, principles, agreements, international customs, and deep political experiences, "digital diplomacy" stands out and surpasses the general features and external aspects of the tree of international relations to reshape the roots of those relationships and interactions.
"Digital diplomacy" goes beyond the usual diplomatic compliments exchanged between diplomats to reshape the digital infrastructure and communication networks between countries, the structure of big data, and its exchange.
Digital diplomacy will not be a substitute for traditional diplomacy but rather a support, assistance, and enhancement to it. Each ministry, government entity, or government representative can be an ambassador for digital diplomacy for their country. Digital diplomacy is an extension and evolution in diplomatic work; it is not a replacement for traditional or conventional diplomacy but coexists with it, competing and integrating with each other rather than competing against each other. Digital diplomacy and internet activities can help present the foreign policy positions to the local and foreign public.
Diplomatic Services:
The year 2020 was marked by the paralysis of official diplomatic missions between countries due to the COVID-19 pandemic, which led the world to take exceptional measures due to its rapid spread, becoming a global threat.
Conventional and emergency conferences, cultural and tourist visits, festivals, exhibitions, and sports events were all canceled successively.
The information revolution has redefined diplomacy, with Jordon Smith defining it as "the art of advancing and maintaining national interests through the exchange of information between government, states, and other groups." The definition emphasizes the role of communications in the emergence of other actors, making the appearance of diplomats outside the scope of the state one of the most important features of contemporary international relations.
As the world experiences rapid events, alternative solutions must be found during crises. Changes in the means of communication are keeping pace with the changing world events. The spread of the coronavirus and its impact on international relations opened a new door to the era of digital or virtual diplomacy.
The applications and service programs:
These are all the services that governments provide to their citizens through applications, programs, digital notifications, and more. An example is what the Turkish government does in applications and services such as (E-Devlet), and other programs that make it easier for citizens and residents to accomplish their tasks and services.
Digital embassies also facilitate beneficiaries in obtaining their services and requests more easily, seamlessly, and comprehensively.
All these services that are offered to citizens and residents in an easy way also relieve the administrative burden on employees, consuls, and those working in the diplomatic corps, enabling them to focus on their work. It also gives the possibility of serving citizens remotely in different countries and regions.
The study recommends the establishment of "Digital Diplomacy" at the Jordanian Ministry of Foreign Affairs. According to the research on the role of digital diplomacy in the Ministry of Foreign Affairs and Expatriates Affairs from the perspective of its employees, there is a necessity to create a specialized department in digital diplomacy within the ministry. Additionally, the study suggests implementing a training program that includes skills in using, protecting, and securing the technologies used in digital diplomacy.
The research, conducted by Ahmed Al-Zubon as part of his master's degree in journalism and media, revealed that 75.6% of diplomats use the ministry's official website for diplomatic work, and 68.4% use Facebook for diplomatic activities. The study also indicated that 82% of diplomats acknowledge the importance of digital diplomacy in achieving Jordan's foreign policy goals.
The study emphasizes the importance of introducing training programs in digital diplomacy and information security. This is seen as crucial for the development of Jordanian digital diplomacy, allowing the ministry to reap the benefits of new diplomatic approaches in international relations.
Ahmed Al-Zubon highlighted the significance of digital diplomacy as a soft power tool for nations. He emphasized its role in influencing opinions and positions to achieve a country's interests, promote its stances on international issues, and engage in interactive communication between countries and the public. Al-Zubon suggested that the high awareness among diplomats in the ministry about digital diplomacy lays the groundwork for establishing a specialized department.
The study also explores the impact of digital diplomacy through the analysis of tweets from U.S. President Donald Trump between 2016 and 2019. It aims to understand the nature of digital diplomacy, its roles in serving power and dominance policies, and the mechanisms for creating political, economic, and social messages. The study investigates how digital diplomacy can influence public opinion and change tactical policies based on internal and external reactions to presidential tweets.
In the contemporary digital era, social media platforms like Twitter and Facebook have become powerful tools for diplomats to engage with their audience directly. The study cites examples of world leaders, including Saudi Arabia's King using Twitter for official communication, and Queen Rania of Jordan using the platform to express her opinions on real issues.
In conclusion, the study emphasizes that "Digital Diplomacy" is the emerging soft power, and nations with digital advantages and a rich diplomatic heritage can effectively lead this phase. It is described as a nourished tree growing and bearing fruit when fed with digital advancements.
Adam Snyder, a strategic expert at Pearson Marsteller, played a key role in launching an annual study that sheds light on the impact of tweets on diplomacy and their usage by heads of states, governments, foreign affairs ministers, and others.
During an event titled "Social Media Day at the United Nations," Snyder mentioned that diplomacy no longer only takes place in a closed world of conferences and diplomatic dinners but is also carried out through network technologies.
"In general, diplomats use Twitter to show their voters the work they are doing, to stay closely connected with them. They put out a tweet indicating they are with a specific ambassador to discuss a particular topic, for example, or that they are in a meeting and will discuss a specific issue," Snyder explained.
According to statistics, the vast majority of United Nations member states, totaling 193 countries, have a presence on Twitter. Additionally, more than two-thirds of all heads of states and governments have personal accounts on the social network.
However, Snyder highlighted the potential risks of diplomatic tweets, stating, "If the discourse goes too far, if it starts to rally people, it doesn't necessarily have to cause conflict, but what you don't want is a kind of diplomatic discourse that causes hours and hours of debate on Twitter. I think it is very important to use tweets in a constructive way, but not necessarily as a weapon online."
According to the study, Sweden, France, and other Northern European countries are pioneers in their governments' use of tweeting on social media.
In a separate context, Turkish President Recep Tayyip Erdogan secured the third most powerful Twitter account globally. Erdogan's personal account on Twitter rose two positions in 2022, making him the owner of the third most powerful Twitter account in the world, boasting over 19 million followers. This solidified his position as the most influential political leader in Europe.
In conclusion, "Digital Diplomacy" is considered the upcoming soft power, and countries with digital advantages and a rich diplomatic heritage can effectively lead this phase. It is likened to a nurtured tree that grows and bears fruit when fed with digital advancements.