Transforming Practices of Diplomacy: The European External Action Service and Digital Disinformation

Transforming Practices of Diplomacy: The European External Action Service and Digital Disinformation

In today's digital age, the exposure to digital disinformation has become a major challenge for governments worldwide. The spread of misleading or false information poses a threat to the integrity of democratic processes and the stability of nations. In response to this growing issue, governments around the world are exploring strategies to counter digital disinformation through the use of strategic communication and digital technologies.

One notable example of this is the European External Action Service (EEAS), the diplomatic arm of the European Union (EU). In 2015, the EU tasked the EEAS with responding to Russian disinformation, following the Ukraine crisis. The EU member states had realized that myths and lies about EU politics were reaching EU audiences to a greater extent than before, primarily through social media. This new media environment necessitated the development of new practices in EU diplomacy.

The creation of a special unit within the EEAS, known as the East StratCom Task Force, marked a significant transformation in the practices of EU diplomacy. This task force utilized strategic communication to counter digital disinformation. It became clear that countering digital disinformation required a conscious and gradual adaptation of practices, including the use of social media.

However, it is important to consider the implications and potential unintended consequences of these efforts to counter digital disinformation. Some approaches may inadvertently undermine democratic processes or have counterproductive effects. Therefore, it is crucial to approach this issue with a critical and reflective perspective.

To understand the transformation in practices of diplomacy brought about by efforts to counter digital disinformation, it is necessary to examine the everyday practices of those involved in this work. Disinformation, which encompasses the intentional dissemination of false or misleading information, has become a key dimension of authoritarian "sharp power." Digital disinformation refers to the use of digital tools in spreading disinformation.

The links between disinformation, foreign policy, and diplomacy have led to the development of containment strategies through both covert operations and public outreach. Public diplomacy plays a crucial role in countering disinformation by projecting narratives that debunk false claims and provide alternative interpretations of political messages. The rise of social media has changed the strategies and intended audiences of public diplomacy.

The Kremlin, in particular, has invested in strategies to take advantage of social media and influence democratic societies. Concerns about the creation of "echo chambers" and "epistemic bubbles" on social media have raised questions about democracies' ability to contain external operations aimed at exerting influence. This highlights the vulnerability of the relationship between the EU's internal and external images.

In the past, EU member states primarily viewed disinformation as a challenge to domestic political discourse rather than a security threat. However, the Ukraine crisis in 2014 brought about a recognition of Russian disinformation as a threat to European integration. The rise of populist movements and figures in EU member states has further heightened awareness of the vulnerability in the EU's internal and external images.

The transformation in practices of diplomacy resulting from efforts to counter digital disinformation can be understood through three areas of change. First, there is a transformation in agency, with new actors recognized as practitioners of diplomacy. This may involve the inclusion of non-traditional actors, such as officials without diplomatic training, in diplomatic processes.

Second, there is a transformation in material practices of diplomacy. This may involve the adoption of new communication tools, such as social media, and the use of narrative practices to engage audiences. The performance of narratives has gained greater significance in the current media environment, bringing about changes in the daily routines and habits of diplomats.

Third, there is a transformation in the identified partners or peoples on the receiving end of diplomacy. The increasing connectivity and digitalization of international politics have eroded the boundaries between domestic and foreign audiences. Diplomats must adapt their practices to cater to these diverse audiences and navigate the changing context of political communication.

The East StratCom Task Force within the EEAS played a crucial role in bringing about these transformations. The task force developed practices such as "myth-busting" and "positive narrative projection" to counter disinformation and promote the EU's policies. Myth-busting involved identifying and discrediting false stories through a network of experts, journalists, officials, and NGOs. Positive narrative projection aimed to spread positive stories about the EU and engage audiences through visual content and emotional appeal.

The task force's practices became routinized and accepted within the EEAS, challenging traditional practices of diplomacy. The task force also contributed to a reorientation of audience perception in EU diplomacy, recognizing the importance of domestic audiences and engaging citizens as key stakeholders in information resilience.

In conclusion, the transformation in practices of diplomacy brought about by efforts to counter digital disinformation reflects a changing landscape in international politics. The use of digital tools and social media has disrupted traditional forms of diplomacy, necessitating the adoption of new practices. The East StratCom Task Force serves as an example of how diplomacy can adapt to these changes and effectively counter digital disinformation.

To navigate this evolving landscape, here are three actionable pieces of advice:

1. Foster continuous learning and adaptation: Diplomacy must embrace the constant evolution of digital technologies and media platforms. Diplomats should continuously update their skills and knowledge to effectively counter digital disinformation.

2. Engage with diverse audiences: Diplomacy should go beyond traditional state-centric approaches and engage with a wide range of audiences, including domestic and foreign publics. Tailored messages and audience appropriation are essential to effectively communicate in the digital age.

3. Emphasize transparency and accountability: Diplomats should prioritize transparency and accountability in their communication practices. By actively communicating their efforts to counter disinformation and engaging with the public, diplomats can build trust and credibility.

By embracing these principles and adapting to the challenges of digital disinformation, diplomacy can effectively navigate the complexities of the modern information landscape and safeguard democratic processes.