Towards prestige mobility? Diplomatic prestige and digital diplomacy

Abstract

This article responds to previous efforts to calculate diplomatic prestige while adapting these methodologies to the exigencies of digital diplomacy. In particular, we are interested in how digital diplomacy provides opportunities for diplomatic actors lacking in material resources to overcome prestige deficits. We adapt approaches used in earlier studies to calculate the material and ideational components of diplomatic prestige to the online sphere—in terms of presence, centrality and perceptions. By analysing the twitter accounts of 67 foreign ministries and 33 United Nations missions, we find that the traditional markers of diplomatic prestige do not automatically translate online, and that significant effort is required to maintain prestige in online diplomatic networks. We also find that the flexibility and transience of online networks do allow diplomatic actors a degree of prestige mobility. Hence, this study is highly significant for understanding how prestige is managed and strategically influenced in digital diplomacy.