Abstract:
This study focuses on the digital transformation in the European Union public
diplomacy and the digital shift towards digital diplomacy. soft power is an important
characteristic through which we can classify states and other powerful organizations and
diplomacy represent the most common soft power image of any entity. Communicating
clearly and honestly with the public, especially the foreign public, assists in projecting
the best-perceived image. Therefore, the European Union started implementing digital
tools like social media platforms to inform about its political actions and the application
of its foreign policy. We conclude that the transformation that happened within the
European Union institution was very positive and led to the attraction of many
individuals interested in subjects related to the European Union. The change did not
happen only on the institutional side but also on the individual side. We observe the
transformation in the strategic communication of EU spokespeople, leaning more toward
casual messaging and creating more connections with their audience. This step was very
important for the European Union since the web is a chaotic arena, where not everything
is controlled. Access to fast, correct, and accurate information is crucial in the fight
against disinformation. In this work, we aimed to advance the vital key points of the
digital transformation of European Union public diplomacy and the role of its institution
in this change, along with the changes in the discursive strategies of some EU
spokespeople both internally and externally within the social media platform Twitter.
