The Use of Soft Power in Digital Public Diplomacy: the Cases of Brazil and India in the EU

Preliminary communication
https://doi.org/10.20901/pm.58.2.05

Lidija Kos-Stanišić   ORCID icon orcid.org/0000-0002-9013-6088 ; Faculty of Political Science, University of Zagreb
Viktorija Car   ORCID icon orcid.org/0000-0003-2799-8926 ; Faculty of Political Science, University of Zagreb

Fulltext: english, pdf (455 KB) pages 113-140 cite

Abstracts
The focus of this comparative study is on the use of soft power in the digital‎ public diplomacy of two Global South players, Brazil and India, in EU member‎ states. The main objective of this research is to find out how their embassies‎ use digital diplomacy in communication through their official websites‎ and to identify which soft power resources they dominantly use. Quantitative‎ content analysis and thematic analysis were used to analyze the categories and‎ subcategories on the main menu and special banners on each embassy’s home‎ page, and the associated content. Unlike the Indian embassies, which fully‎ embraced digital diplomacy 2.0, the Brazilian embassies do not utilize the full‎ potential of digital diplomacy and primarily remain reliant on websites only.‎ According to this research, the Brazilian embassies in the EU use film as a‎ dominant soft power resource in their digital diplomacy, while the Indian embassies‎ use yoga as a powerful diplomatic tool. Still, both approaches are not‎ enough to attract European publics. There remains a lot of space for improvement‎ and better usage of soft power resources and digital public diplomacy‎ potentials in communicating the powers of Brazil and India in EU countries.‎

Keywords
Soft Power; Digital Public Diplomacy; India; Brazil; Global South

Hrčak ID: 257160

URI
https://hrcak.srce.hr/257160