#Digital_Diplomati - En fallstudie av den svenska diplomati-verksamheten i Egypten på sociala medier
(2023) STVK02 20222Department of Political Science
- Abstract
- This paper is a case study of the Swedish digital diplomacy activities in Egypt on social media. The author investigates how we can understand the purpose of the digital diplomacy carried out by the Swedish embassy and the ambassador in Egypt, by studying its content on the social media Facebook, Instagram and Twitter. Digital diplomacy in this study means the use of social media within the framework of new public diplomacy. The study is based on the theory of soft power, and then applies a three-dimensional framework; agenda setting, presence expansion and conversation generating. These three dimensions are there to potentially answer the question and to operationalize the concept of digital diplomacy. A content analysis is performed on... (More)
- This paper is a case study of the Swedish digital diplomacy activities in Egypt on social media. The author investigates how we can understand the purpose of the digital diplomacy carried out by the Swedish embassy and the ambassador in Egypt, by studying its content on the social media Facebook, Instagram and Twitter. Digital diplomacy in this study means the use of social media within the framework of new public diplomacy. The study is based on the theory of soft power, and then applies a three-dimensional framework; agenda setting, presence expansion and conversation generating. These three dimensions are there to potentially answer the question and to operationalize the concept of digital diplomacy. A content analysis is performed on the main empirical material in this study, which consists of the entire 2021 posts and interactions from the Swedish embassy and the ambassador's social media accounts. The author concludes that we can understand the purpose of the digital diplomacy carried out by the Swedish embassy and the ambassador in Egypt through the three-dimensional framework. The embassy and ambassador appear to understand the concept of new public diplomacy which has soft power elements and uses social media to promote dialogue with the public. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9104559
- author
- El-Henaidy, Berdis LU
- supervisor
-
- Elsa Hedling LU
- organization
- course
- STVK02 20222
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- digital diplomati, sociala medier, ny offentlig diplomati, ambassadör, ambassad, mjuk makt
- language
- Swedish
- id
- 9104559
- date added to LUP
- 2023-02-22 13:30:54
- date last changed
- 2023-02-22 13:30:54
@misc{9104559,
abstract = {{This paper is a case study of the Swedish digital diplomacy activities in Egypt on social media. The author investigates how we can understand the purpose of the digital diplomacy carried out by the Swedish embassy and the ambassador in Egypt, by studying its content on the social media Facebook, Instagram and Twitter. Digital diplomacy in this study means the use of social media within the framework of new public diplomacy. The study is based on the theory of soft power, and then applies a three-dimensional framework; agenda setting, presence expansion and conversation generating. These three dimensions are there to potentially answer the question and to operationalize the concept of digital diplomacy. A content analysis is performed on the main empirical material in this study, which consists of the entire 2021 posts and interactions from the Swedish embassy and the ambassador's social media accounts. The author concludes that we can understand the purpose of the digital diplomacy carried out by the Swedish embassy and the ambassador in Egypt through the three-dimensional framework. The embassy and ambassador appear to understand the concept of new public diplomacy which has soft power elements and uses social media to promote dialogue with the public.}},
author = {{El-Henaidy, Berdis}},
language = {{swe}},
note = {{Student Paper}},
title = {{#Digital_Diplomati - En fallstudie av den svenska diplomati-verksamheten i Egypten på sociala medier}},
year = {{2023}},
}