Public Diplomacy and Online Communication

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Cowan and Arsenault identify three layers of public diplomacy in their article titled “Moving from Monologue to Dialogue to Collaboration.” The first layer is monologue, or one-way communication. Monologue is what traditional PD did best. There is still a place for monologues in public diplomacy, for instance the advocacy of an official state policy. Any type of social media could be used for this type of PD. One example is a YouTube video of an official speech. A diplomat or policymaker delivers a message and puts it online for others to hear. Viewers can still comment on the video, share it, or even appropriate the content to create new media. But after the initial posting of the video, the official is no longer part of the conversation if he or she chooses not to be. There will always be a place for this type of PD, which is better suited to traditional state actors.  

As Cull, Melissen, and others have described, the “new public diplomacy” seeks to move away from the conventional monologues. NGOs, private sector companies, and even celebrities benefit from greater engagement with the public. Dialogue, the second layer of PD, refers to two-way communication. Social media can easily be adapted for dialogue by PD practitioners posting messages online and asking for responses, thereby generating dialogues. This is simple enough, and many embassies are already doing this. A way to improve upon these online dialogues might be to invite local opinion leaders to contribute to a blog. This gesture eliminates the current hierarchic structure of one post by a diplomat which audiences then comment on. Guest columns reinforce the notion of an even playing field where all opinions matter. This is an important way for PD to utilize social media.

Finally, Cowan and Arsenault’s third layer is collaboration, “initiatives in which people work together on a joint venture or project.” While the most meaningful collaboration comes from person-to-person engagement, social networking is also advantageous for this type of PD and can even be an initial step toward larger projects. Kelley explains that with the use of ICTs, citizens and non-state actors can draw attention to global issues like climate change. The simplest way they can do this is through sharing information on sites like Facebook and Twitter. One prominent example is KONY 2012. Despite the video’s criticisms and flaws, the fact remains that Invisible Children successfully used social media to spread awareness and garner support for an issue. Another example is the State Department’s text Haiti campaign. The same principle could be executed via social media.  

The three layers of public diplomacy are each relevant to public diplomacy. I believe that social media are valuable to each, but primarily as supplements. Tweeting at someone and sharing links are low-risk methods of communication. By this I mean that most people are more comfortable writing something online than saying it face-to-face. Social media tools are vital for long-distance communication, but they don't replace real contact. New diplomats must remember that the objective of dialogues and collaborations is to foster relationships. The most meaningful relationships will be made in person, not online.