Naked diplomacy: how digital technologies are changing the rules of the game in international politics

Winston Churchill once described diplomacy as “the art of sending a man to hell so that he asks how to get there.” Without a doubt, the British Prime Minister with his sharp mind could easily master Twitter and practice digital diplomacy, conveying his messages in just 280 characters – that’s the amount of one tweet.

Digital diplomacy is essentially the use of digital tools to achieve diplomatic goals. From Twitter to Facebook, Instagram, Snapchat, YouTube, WhatsApp, Telegram and many others, the list of platforms is growing over time.

Virtually every Foreign Office, ambassador or world leader uses one or more of these platforms to engage with target audiences and advance their national diplomatic interests. Recall that during the COVID-19 pandemic, digital diplomacy has become vital for communication between countries and their citizens abroad. In August 2021, when the Taliban seized power in Afghanistan, foreign ministries of various countries used Twitter and other platforms to quickly inform citizens about evacuation opportunities.

Today, the world of diplomacy is in the midst of a digital revolution. In fact, it has been going on for over ten years. When Donald Trump tweets to his 70 million+ followers (like a 3am threat to North Korea), the world reads it. Whether people like it or not is another matter. One way or another, the notifications work and they receive messages. One of the most controversial ways Trump has used Twitter is the events of January 6, 2021. The former American president called on his supporters to protest the results of the presidential election through a social network, which later led to the storming of the Capitol. His tweets spread messages about alleged election fraud. He encouraged his supporters to gather for a “big demonstration”, which was seen as an attempt to incite violence.

Since the beginning of the full-scale war, Ukrainian President Volodymyr Zelenskyi has also adopted digital diplomacy, who began to actively use social networks to communicate with the international community, inform about the situation in the country, and mobilize aid. Since February 2022, platforms such as Twitter, Telegram and YouTube have become key channels for gaining information and attracting international support.

Gone are the days when diplomatic messages were transmitted only through official channels, mainstream media and meetings at the Ministries of Foreign Affairs. Likewise, gone is the era when the art of diplomacy was the exclusive privilege of government diplomats at formal events. Now, diplomats are also representatives of civil society, private institutions, and even individuals who operate without undue bureaucratic constraints from governments.

Naked diplomacy

In 1931, the French diplomat Jules Cambon noted: “the activities of the press and the ignorance of society, which insists on being informed about everything, do not create an atmosphere favorable for the implementation of political ideas.” About a hundred years ago, diplomacy was dominated by the opinion that excessive openness and transparency could hinder the effective conduct of affairs. This perception was natural for that time. Over time, the idea—that we, the public and the press, should not know the truth—began to be viewed differently, recognizing that it contradicted our understanding of an open, democratic society.

Tom Fletcher, author of the book “Naked Diplomacy”, called diplomacy Darwinian: those who practice it must evolve in order to survive. This book is a manifesto of new diplomacy in the digital age. It presents new approaches to international relations through soft power. Fletcher considers it quite natural that James Bond, as a heroic agent protecting the country from threats, promotes national interests. He insists on the active use of cultural and sports diplomacy. Half-jokingly, he writes that there can’t be too many pictures of David Beckham adorning the walls of the British Embassy, ​​if they are balanced by portraits of Aristotle. What is the balance between traditional and modern approaches to diplomacy?

Fletcher describes the British ambassador of the near future, but we must understand that this is a perfect portrait of the modern diplomat as such: a lobbyist, a leader, a communicator, a pioneer, an entrepreneur, an activist, an advocate and, most importantly, he is not a career diplomat. Arab News called him an “anti-diplomat”. Not in the sense that he sees no value in diplomacy, but because of his refusal to live up to the stereotypical expectations of the diplomatic profession.

Diplomacy, in Fletcher’s opinion, is too important to be left to diplomats alone. He calls on ambassadors to get involved in this process and use their power. Fletcher calls for more public participation.

In 2015, Fletcher won the prestigious Lovie Awards for special achievements in the use of social media during his time as British Ambassador to Lebanon.

Diplomats arm themselves with selfie sticks and an emoticon

Selfie diplomacy is the latest trend in diplomacy, where leaders and diplomats use the popular selfie format to strengthen bonds and demonstrate informal relations between countries. For example, a selfie of two diplomats can symbolize partnership, friendship, openness and a modern approach to international communication. How sincere these manifestations are is another question. The most important thing is to testify to the world the declared intentions of understanding and consensus. Selfie-diplomacy definitely supplants traditional photos of leaders, who during events officially exchange handshakes, posing for photographers and cameramen. Selfies, in turn, promise more dynamism and engagement, provoke greater interest and provide instant sharing.

For example, Indian Prime Minister Narendra Modi takes selfies with political leaders during diplomatic meetings. So, one day near the Temple of Heaven in Beijing, he took out his smartphone and took a picture with Premier Li Keqiang, making him smile. World mass media called this selfie “the most influential selfie in history”, because it features influential politicians of two states, whose total population is 2.5 billion people, i.e. more than one third of the total population of our planet.

Emoji diplomacy is a relatively new way of communicating in diplomacy that uses emojis as a means to convey symbolic ideas, emotions, and national symbols in the digital space. Tiny icons can effectively convey cultural features or political messages in an informal and understandable way.

An example is an initiative by the Ministry of Foreign Affairs of Finland in 2015, which created a series of national emojis, including the sauna symbol, which was proposed for inclusion in Unicode. This allows countries to use universal symbols to promote their cultural brand while attracting the attention of a younger and digitally active audience.

Emoji diplomacy helps simplify complex diplomatic messages, making them more accessible to a global audience, and creates new opportunities for cultural diplomacy.

For Ukrainians, the clearest example of emoji diplomacy is provided by Andriy Yermak with his puzzles.

Technologies changing the face of diplomacy

Diplomacy has always been closely related to technology, as international relations directly depend on the effectiveness of communication. Advances in technology—from carrier pigeons to the telegraph to today’s digital platforms—have dramatically changed the speed and ways in which countries interact with each other. Diplomats like to tell how, several centuries ago, the American ambassador in Spain did not receive any information from Washington for almost two years. “Let’s wait another year, suggested Thomas Jefferson (President of the USA, 1801-1809), and if the ambassador doesn’t remember himself, we’ll write him a letter.” And when English Prime Minister Lord Henry Palmerston first received the telegram, he said: “That’s it, this is the end of diplomacy!”

Digital diplomacy: soft power in the age of hybrid conflicts

Digital diplomacy emerged as a response to complex global changes, including the transition from a bipolar to a multipolar world, hybrid wars and conflicts, and the need for soft power in international relations.

After the end of the Cold War and the collapse of the Soviet Union, the world order ceased to be bipolar, dominated by only two superpowers (the USA and the USSR). Currently, geopolitics is characterized by multipolarity, where many states and non-state actors influence global processes. In such an environment, diplomacy has become more open and interconnected through new digital tools that allow countries to interact in real time.

Today’s conflicts are often characterized by the use of hybrid methods, such as information warfare, cyber attacks, and propaganda through digital media. Traditional methods of diplomacy have become less effective, as modern wars are fought not only on the battlefields, but also in the media space. Therefore, digital tools allow states to counter disinformation and ensure their national interests in the face of new threats.

Soft power, which is the ability to influence others through the appeal of one’s culture, ideas, and policies, is becoming increasingly important to diplomacy. States use social networks and digital platforms to create a positive image, attract investors, tourists, and spread their values. Digital diplomacy helps countries effectively engage with audiences around the world, respond to events in a timely manner, and disseminate their messages globally.

Therefore, with the expansion of the discourse of digital diplomacy, the opportunities of countries in peacekeeping are increasing. Anyone can join this process, using social media, online platforms and technology to support peace initiatives. Activists, civil society organizations and even individuals can participate in the promotion of peace by sharing ideas and resources through digital channels. Countries can form international coalitions, bringing new voices to discussions about conflicts and how to resolve them. Digital tools make it possible not only to disseminate information, but also to coordinate actions on a global level. For example, collaborative social media campaigns can raise awareness of important peacekeeping initiatives, mobilizing international support. In addition, digital diplomacy opens new channels for dialogue between different cultures and nations, reducing tensions and promoting mutual understanding. Technology can also help create platforms for mediation and negotiation where different parties can communicate in a constructive way.

So, in a world where information is increasingly accessible, everyone can become an agent of change by using the tools of digital diplomacy to support peace initiatives and facilitate conflict resolution.