The Use of Mass Diplomacy in Nation Branding and Promotion

Abstract

Applied informatics have given a plethora of tools that enable mass diplomacy to reach its intended targets. The digital realm allows the insertion of information into internal and external audiences in real-time, promoting a nation's brand. This chapter examines how electronic social networks and other forms of online participation allow for the application of 'soft power' that nevertheless has hard policy goals. The challenges, shortcomings, and enabling effects of applied informatics on mass diplomacy approaches are discussed along with the mention of Chinese and Russian approaches. The utility and the true impact of electronic social networking are discussed, along with the dichotomy of mass diplomacy both enabling access to a nation's internal audience and to its intended external audience targets. The interactivity and level of engagement of the user of applied informatics communication vessels enable the effects of mass diplomacy.