Public Diplomacy in the Age of ‘Post-reality’

Abstract

This chapter argues that Ministries of Foreign Affairs (MFAs) and embassies must contend with disinformation and propaganda if they are to practice public diplomacy online effectively. The reason for this is that digital disinformation campaigns target the same publics that MFAs and embassies seek to interact with in cyber-spaces. Moreover, the goal of such campaigns is to warp public perception of global events and actors, sow the seeds of societal discord and polarize public debates. Failure to contend with such campaigns therefore risks losing the ability to interact with digital publics who increasingly become alienated. This chapter reviews five different tactics that MFAs could use separately or in combination to counter disinformation and propaganda campaigns. These tactics include ignoring, debunking, turning the tables, discrediting and disturbing. Using recent case studies such as the Twitter activity of the Russian embassy to the UK, or the Israeli MFA’s digital engagement with Iranian leaders, each tactic is analysed in terms of costs and benefits, and the new working routine or norms that diplomatic institutions must adopt to employ these tactics.