Social Media Communication in Contemporary Diplomacy - A Case Study into a European Embassy
(2026) UTVK03 20261Sociology
- Abstract
- This thesis examines how PR staff at a diplomatic mission adapt institutional communication to social media in their everyday work, and which organisational, professional, and platform-related conditions facilitate or constrain this work. As diplomatic communication increasingly takes place through social media content, embassies must translate central directives into locally relevant and platform-appropriate content (Manor, 2019). The study deploys a qualitative case study into a European embassy’s PR department, based on semi- structured interviews with the staff. The analysis and discussion draw on street-level bureaucracy, practice theory, and platform power to draw out which discretionary practices are exercised through social media... (More)
- This thesis examines how PR staff at a diplomatic mission adapt institutional communication to social media in their everyday work, and which organisational, professional, and platform-related conditions facilitate or constrain this work. As diplomatic communication increasingly takes place through social media content, embassies must translate central directives into locally relevant and platform-appropriate content (Manor, 2019). The study deploys a qualitative case study into a European embassy’s PR department, based on semi- structured interviews with the staff. The analysis and discussion draw on street-level bureaucracy, practice theory, and platform power to draw out which discretionary practices are exercised through social media work, which conditions and routines enable and constrain these discretions, and finally what the findings suggest about the role of social media as a host of platform power in contemporary diplomatic communication (Lipsky, 1980/2010; Reckwitz, 2002; Schatzki et al., 2001; Van Dijck, Poell & De Waal, 2018). The findings show that embassy communication hinges on continuous adaptation rather than simple transmission of information. Staff translate centrally formulated information as well as internally proposed contents into the host country’s contexts and audiences whilst balancing these adaptations with platform-specific expectations. Social media is found to expand outreach and creative opportunities at the mission-level, but also introduces pressures related to conciseness, visibility, and audience targeting. Internal coordination and constant collaboration remain central throughout all stages of content conceptualisation. The thesis concludes that diplomatic social media communication is best understood as an ongoing negotiation between institutional purpose and platform-specific conditions. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9245313
- author
- Cortesia Pinto, Helena LU
- supervisor
- organization
- course
- UTVK03 20261
- year
- 2026
- type
- M2 - Bachelor Degree
- subject
- keywords
- diplomatic social media communication, digital diplomacy, embassy communication, street-level bureaucracy, practice theory, platform power
- language
- English
- id
- 9245313
- date added to LUP
- 2026-06-29 13:42:00
- date last changed
- 2026-06-29 13:42:00
@misc{9245313,
abstract = {{This thesis examines how PR staff at a diplomatic mission adapt institutional communication to social media in their everyday work, and which organisational, professional, and platform-related conditions facilitate or constrain this work. As diplomatic communication increasingly takes place through social media content, embassies must translate central directives into locally relevant and platform-appropriate content (Manor, 2019). The study deploys a qualitative case study into a European embassy’s PR department, based on semi- structured interviews with the staff. The analysis and discussion draw on street-level bureaucracy, practice theory, and platform power to draw out which discretionary practices are exercised through social media work, which conditions and routines enable and constrain these discretions, and finally what the findings suggest about the role of social media as a host of platform power in contemporary diplomatic communication (Lipsky, 1980/2010; Reckwitz, 2002; Schatzki et al., 2001; Van Dijck, Poell & De Waal, 2018). The findings show that embassy communication hinges on continuous adaptation rather than simple transmission of information. Staff translate centrally formulated information as well as internally proposed contents into the host country’s contexts and audiences whilst balancing these adaptations with platform-specific expectations. Social media is found to expand outreach and creative opportunities at the mission-level, but also introduces pressures related to conciseness, visibility, and audience targeting. Internal coordination and constant collaboration remain central throughout all stages of content conceptualisation. The thesis concludes that diplomatic social media communication is best understood as an ongoing negotiation between institutional purpose and platform-specific conditions.}},
author = {{Cortesia Pinto, Helena}},
language = {{eng}},
note = {{Student Paper}},
title = {{Social Media Communication in Contemporary Diplomacy - A Case Study into a European Embassy}},
year = {{2026}},
}