Digital diplomacy in Theory and Practice: A Case Study of Azerbaijan

Abstract

In today's interconnected world, the internet and digital technologies have fundamentally transformed the way nations communicate and engage with one another. Diplomacy, once conducted solely through formal channels and behind closed doors, has become increasingly public and open, as governments utilize digital platforms to connect with global audiences and advance their national interests. This approach is known as digital diplomacy, and it has emerged as a critical tool for countries seeking to shape their international image, build relationships, and achieve their foreign policy objectives. Azerbaijan, a country located in the South Caucasus region, has been at the forefront of digital diplomacy efforts in recent years. Azerbaijan's government has recognized the importance of digital communication and has invested heavily in building its online presence. Through a range of digital diplomacy initiatives, including the use of social media, online campaigns, and digital platforms, Azerbaijan has sought to promote its culture, economic potential, and political agenda to a global audience. However, the effectiveness of these efforts is not without challenges, and the country faces several obstacles to leveraging digital diplomacy to its full potential. In spite of Azerbaijan’s central role in this digital diplomacy phenomenon, not much by way of research has been conducted into the Azerbaijan’s efforts. Thus, this thesis seeks to fill the research gap by addressing ten key research questions vis-à-vis Azerbaijan’s digital diplomacy. Apart from the benefits that Azerbaijan derives from digital diplomacy, there are several challenges which includes: personnel challenges in administering the tools; negative regional perception; problem of audience identification and targeting; generational gab in the use of social media in the foreign policy establishment; keeping pace with a fast paced media environment; the growing phenomenon of fake news from hostile sources; the use of digital tools by non-state actors to challenge state authority; the culture of anonymity in the digital realm; the risk of cyber-attacks and organizational culture and much more. In countering all these challenges, this research recommends the following solutions to the government of the Azerbaijan: constant training and upskilling of Azerbaijani diplomats and professionals within the foreign policy media circles; audience research in order to convey the right message as well as increased connectivity through social media; developing a rapid response mechanism to combat fake news; direct messages with other languages apart from Azerbaijani and English and raising awareness among targeted audiences about the risk that comes with social media. The findings indicated at the master thesis show that the Azerbaijani government's successful use of social media during the war played a significant role in shaping global perceptions of the conflict, mobilizing public opinion in support of Azerbaijan, and creating a new digital diplomacy paradigm for the country.