DIGITAL SOFT POWER DIPLOMACY: THE CASES OF GERMANY, ITALY, AND SPAIN IN THE COUNTRIES OF EASTERN PARTNERSHIP AND CENTRAL ASIA

Abstract

The main objective of this article was to examine how Germany, Italy and Spain practice digital public diplomacy in Eastern Partnership and Central Asia countries in 2022, i.e., how they promote their countries through their embassies’ Facebook profiles. Three research questions posed by the authors were: 1) Which social networks and applications have embassies of Germany, Italy, and Spain used in the countries of Eastern Partnership and Central Asia to inform and communicate with different audiences?; 2) Which soft power tools were dominantly communicated by the German, Italian, and Spanish embassies on Facebook profiles in countries of Eastern Partnership and Central Asia during 2022 to promote their own countries?; and 3) Are digital diplomacy tools of Germany, Italy, and Spain, that they utilize to promote their own countries and communicate with the public of Eastern Partnership and Central Asia, following their foreign policy focus? The authors have used quantitative content and thematic analysis to answer these questions. The results were presented with the use of descriptive statistics. The authors’ findings indicated that digital diplomacy 2.0 is standard practice for Germany and Italy in Eastern Partnership and Central Asia. Less information was available regarding Spain’s digital diplomacy efforts. The research’s findings further demonstrated that Germany and Italy exhibit greater interest in the Eastern Partnership and Central Asian countries compared to Spain, which was concordant with their foreign policy focuses.