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From Targeting to Tailoring—The Two Stages of Public Diplomacy’s Digitalization

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The Digitalization of Public Diplomacy

Part of the book series: Palgrave Macmillan Series in Global Public Diplomacy ((GPD))

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Abstract

Marcus Holmes argues that the digitalization of public diplomacy can be influenced by two types of “change.” The first is gradual, bottom-up change in which the adoption of technologies by diplomats impacts a foreign ministry’s use of digital technologies. The second is abrupt, external bottom-down change that is caused by exogenous shocks. This chapter argues that the Crimean crisis of 2014 was an exogenous shock that had a dramatic impact on diplomats’ use of digital technologies. In its wake, diplomats’ implemented top-down changes to their digital communications including the development of new digital strategies for obtaining public diplomacy goals. This chapter offers a series of case studies from Canada, Russia, Israel, Iran and India that demonstrate the impact of the Crimean crisis on the digitalization of public diplomacy.

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Authors and Affiliations

  1. Department of International Development, University of Oxford, Oxford, UK

    Ilan Manor

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  1. Ilan Manor
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Correspondence to Ilan Manor .

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Manor, I. (2019). From Targeting to Tailoring—The Two Stages of Public Diplomacy’s Digitalization. In: The Digitalization of Public Diplomacy. Palgrave Macmillan Series in Global Public Diplomacy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-04405-3_4

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