In an era of growing interconnectedness, the concepts of public diplomacy and soft power have experienced substantial evolution over the past decade. The concept of ‘public diplomacy,’ a term coined by a former US diplomat, Edmund Gullion (in the 1960s), initially derived from the ‘propaganda’ that refers to the idea of a country’s (or the government’s) efforts to provide information (of itself) at a distant phase, i.e., in another country.

However, over the years, the concept of ‘public diplomacy’ has developed a different meaning (or practice): in current content, the term is often refers to the ways the individual states (or governments) communicate with foreign publics, particularly to convey their national interests. Traditionally, this has often been used for the foreign policy purposes of the respective country, which is used to achieve national interest(s) of the state.

Soft power, a term coined by Joseph Nye, refers to a country’s ability to attract and influence (other nations) without using coercive (or hard) power, relying on cultural appeal, political values,policies, etc., to influence global opinions. In the digital age, social media platforms have transformed how nations practice public diplomacy and leverage soft power. Facebook, Twitter, Instagram, YouTTikTok,, and TikTok etc., have provided governments and organizations with unprecedented tools to engage directly with people around the globe. As a result, in modern days, contries also leverage the entertainment industry as a soft power tool by exporting cultural products like films, music, and media to shape global perceptions, promote national identity, boost tourism, and foster economic and diplomatic relationships. The rise of these digital tools marks a new era in diplomacy—one that is immediate, interactive, and borderless.

As governments and diplomats embrace social media, the ability to project soft power has grown exponentially. However, this new frontier of digital public diplomacy also comes with challenges, such as misinformation, backlash, and ethical concerns. This article explores how digital public diplomacy has redefined soft power, offering both opportunities and risks for nations as they navigate this dynamic landscape.

From traditional diplomacy to digital public diplomacy

Traditional public diplomacy relied on established forms of communication, such as radio broadcasts, cultural exchange programs, official statements, and international conferences. Countries sought to shape their global image through carefully curated content distributed via traditional media outlets. For instance, the Voice of America radio service and British Council cultural programs were effective tools for promoting American and British values during the 20th century.

However, the emergence of the internet and social media has shifted this landscape dramatically, narrowing the gap between the Global South and Global North by providing relatively equal opportunities for access and engagement. In the past, public diplomacy for developing countries was often constrained by limited access to traditional media and international platforms dominated by more resourceful nations.

However, the rise of digital public diplomacy has democratized global communication, enabling these countries to directly share their values, perspectives, and narratives with international audiences through cost-effective and accessible digital tools. Today, social media platforms enable governments to bypass traditional media gatekeepers and communicate directly with foreign publics. Diplomats can tweet in real-time, cultural ambassadors can share videos on YouTube, and entire campaigns can be coordinated on Facebook and/or Instagram. This transition to digital platforms allows for quicker, broader, and more interactive engagement while covering a broader range of audiences.

The concept of "Twiplomacy"—diplomacy conducted thrTwitter—illustratesTwitter — illustrates this shift. Leaders like U.S. President Donald Trump and Indian Prime Minister Narendra Modi have used Twitter to communicate policy decisions, respond to international crises, and engage with citizens worldwide. This digital approach allows for instant communication, making public diplomacy more agile and responsive. The United States has been a pioneer in digital public diplomacy, particularly through Twitter. For instance, the U.S. State Department and diplomatic missions maintain active Twitter accounts to engage with global aiences, permitting the officials to effectively provide rapid updates, clarify their positions, and counter misinformation.

Soft power in the digital era

Soft power, as defined by Joseph Nye, relies on the ability to influence others through cultural appeal, political ideals, and policies rather than coercion. In the digital age, social media amplifies a nation's soft power by making cultural and ideological content more accessible and shareable.

Social media platforms serve as powerful tools for national branding and cultural promotion. Countries can highlight their achievements, values, and cultures in ways that appeal directly to global audiences. One of the best examples in recent history is how South Korea utilizes these digital platforms in its global approach, strategically exploiting its soft power. South"Hallyu,Korea’s "Hallyu" or "Korean Wave"—the global popularity of Korean music (known as K-pop) ad K-drama—has been largely driven by social media. K-pop groups like BTS, BlackPink, EXO, Seventeen, etc., have leveraged platforms such as YouTube, Instagram, and Twitter to cultivate massive international followings by passing geographical borders and other restrictions (or boundaries). This digital strategy has boosted South Korea’s global image and contributed to its soft power, attracting tourists, investors, students, and cultural enthusiasts, successfully catering to the national interest(s) of the country.

Similarly, China's use of social media to promote its cultural heritage, technological advancements, and diplomatic policies demonstrates how digital platforms can project soft power in the modern era. The dissemination of images, stories, and videos showcasing China's development projects in Africa or its scientific achievements can shape international perceptions and foster goodwill. For the European Union (EU), digital public diplomacy is basically a platform for the rapid spread of its values and ideologies; for example, the EU uses digital media platforms to promote its core values of democracy, human rights, and environmental protection, etc. These examples demonstrate how individual states have shaped their use of digital platforms (as a diplomacy tool) by prioritizing their national (or political) interests.

Challenges and risks

Digital public diplomacy, while offering numerous opportunities for states to engage with global audiences, also presents significant challenges. One of the most pressing issues is the proliferation of misinformation and disinformation. Social media platforms allow false narratives to spread rapidly, undermining credibility and public trust. Both non-state actors and adversarial states can exploit these platforms to distort facts or destabilize diplomatic efforts. This challenge is compounded by the difficulty in maintaining message control, as digital platforms enable user-generated content and immoderate discussions that can misinterpret, amplify, or distort a state's intended message.

Another challenge is information overload; with the sheer volume of content on digital platforms, it can be difficult for states to capture and sustain audience attention effectively. Additionally, the rise ofcybersecurity threats poses risks to digital public diplomacy efforts. Diplomatic platforms are increasingly vulnerable to hacking, phishing, and cyberattacks, which can compromise sensitive information and disrupt communication.

Digital public diplomacy requires states to maintain consistent, transparent, and credible communication amidst intense scrutiny and competing narratives. To address these challenges, states must invest in digital literacy, robust cybersecurity measures, strategic content development, and partnerships with tech companies to ensure effective and ethical engagement in the digital realm. However, resource and capacity constraints also affect many states, particularly developing countries or smaller nations. These states may lack the necessary technical infrastructure, expertise, or financial resources to fully engage in digital public diplomacy. Furthermore, ethical and privacy concerns arise as states must navigate the balance between outreach and respecting individual privacy and data protection regulations, especially when leveraging social media analytics.

On the other hand, dependence on global tech platforms like Facebook, Twitter, and YouTube, etc., presents another challenge. These platforms operate based on their policies and algorithms, which may not always align with a state's objectives. Additionally, digital platforms can amplify polarizing content, increasing societal divisions and complicating cohesive messaging. The pressure to respond quickly on digital platforms can also lead to mistakes, incomplete messaging, or the sharing of unverified information, which undermines credibility.

Digital public diplomacy, like any other technology-driven tool, must be approached with caution. While it provides broader opportunities for individual states to achieve their national interests and strategically utilize soft power, it is a double-edged sword with both positive and negative implications. The risks of misinformation, loss of control, and credibility challenges highlight the need for careful and responsible use. This is why the traditional diplomatic methods, such as official statements and media releases, still remain essential for maintaining trust, stability, and credibility in the international arena. It is noteworthy that the ability to balance influence with responsibility will determine how effectively nations can harness soft power in the age of social media.