Social media has revolutionized how information is disseminated across the globe. Platforms like Twitter, Facebook, Instagram, and YouTube have become integral in shaping public opinion, fostering dialogue, and influencing policy decisions. This new era of digital connectivity has fundamentally transformed the landscape of diplomacy and foreign policy.

Importance of social media

Traditional diplomatic practices were viewed as a technical and exclusive field, often left to diplomats and government experts. Public engagement was minimal, as the public was largely removed from foreign policy discourse[i]. Today, social media provides states with an opportunity to craft narratives that resonate with their goals, providing legitimacy to their diplomatic actions and policies.

The rise of social media reflects the growing importance of the general public in shaping foreign policy. The concept of soft power, popularized by political scientist Joseph Nye, is central to this transformation[ii]. Soft power emphasizes the ability to attract and persuade through culture, values, and ideals, rather than coercion. Social media has become a crucial tool for countries to project their soft power, allowing them to influence international opinion, promote their values, and strengthen global relations. With this evolving landscape, nations can now leverage social media to shape global perceptions, assert their influence, and advance their foreign policy objectives. South Korea used social media to spread its ideas, known as the “Korean Wave” or Hallyu. South Korea successfully promoted its music, television dramas, and movies to a global audience through platforms like YouTube and Twitter.

India leveraging social media

India has strategically utilized social media platforms to project its foreign policy objectives and enhance its global influence. The Ministry of External Affairs is using social media as a diplomatic tool to communicate its stance on various international issues by releasing press news and updates to engage with the public[iii]. The Indian government has harnessed platforms like Twitter, Facebook, and Instagram to promote national stand.

In addition, India has leveraged its cultural assets, such as yoga and traditional practices, to enhance its image on the global stage. Campaigns promoting Yoga have gained global momentum, drawing millions of participants[iv]. India is exerting its national identity by showcasing soft power through cultural initiatives.

India has highlighted its growing economic and military capabilities through social media, reinforcing its position as a rising power in global politics. The Indian government’s use of social media has been instrumental in fostering a narrative of India as a responsible global actor, and leader of the Global South who is actively engaging in international cooperation, and contributing to global peace and security.

Challenges

While social media has proven to be a powerful tool in promoting foreign policy, it has also given rise to significant challenges, particularly in the form of disinformation. The rapid spread of misinformation and fake news poses a threat to the integrity of diplomatic discourse undermining the effectiveness of initiatives. The ease with which false information can be disseminated, often in the form of manipulated images, videos, or misleading narratives, has given enough space to rivals to pursue their objectives.

The consequences of disinformation are far-reaching. False narratives can shape public opinion, distort international perceptions, and disturb diplomatic relations polarizing public opinion. The rise of false narratives is undermining internal harmony and public diplomacy. If not addressed promptly, it could pose a significant challenge.

States must strengthen their mechanisms for monitoring and verifying information. This includes the development of specialized tools to detect fake news and hold social media platforms accountable. In addition, promoting transparency and fact-based reporting through official channels can help counter disinformation.

By- Anushka Gupta, RA, CS3

 

 

ENDNOTES

[i] Kabir Taneja. “Intersection of Social Media, Foreign Policy and Extreme Narratives: An Example from India,” ORF, January 13, 2021, https://www.orfonline.org/research/intersection-of-social-media-foreign-policy-and-extreme-narratives-an-example-from-india.

 

[ii] “The Rise of Digital Diplomacy: Social Media’s Impact on International Relations,” Schiller International University, January 3 2024, https://www.schiller.edu/blog/the-rise-of-digital-diplomacy-social-medias-impact-on-international-relations/.

[iii] Anvity Mohilay, “Social Media and India’s Digital Diplomacy: Lessons From Recent International Events, Indian Council of World Affairs,” 28 December 2023, https://www.icwa.in/show_content.php?lang=1&level=3&ls_id=10333&lid=6588.

 

[iv] Ibid