Digital diplomacy: Internet-based public diplomacy activities or novel forms of public engagement?

Digital public diplomacy or digital can be viewed as an Internet-based amplification of activities a novel set practices enabled by participatory communication technologies. This tension is addressed through thematic content analysis the Facebook posts and tweets six actors. Results indicate that although vast majority could classified according to Cull’s taxonomy (The ANNALS American Academy Political Social Science 616: 31–54, 2008), several not well placed into taxonomy. An exploratory technological affordances approach locates four activities: engagement–promotion, routine lifestyle diplomacy, personal reaction/reflection Internet meme diplomacy. These are proposed standalone activity classification, social media The study also supplies evidence for differentiating actors prior two US, Swedish Indian distinguished perceived stance toward culture ostensible emphases on cultural establishing conversation with publics. Implications from perspectives international relations discussed.