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 around the world. The spread of misleading or false information on a large scale has prompted governments to find ways to counter this phenomenon. The European Union (EU) recognized the need to address digital disinformation and tasked its diplomatic arm, the European External Action Service (EEAS), with the responsibility of responding to Russian disinformation in 2015.

The rise of the internet and social media has created a new media environment where myths and lies about EU politics can reach EU audiences more easily than before. This realization led to the creation of a special unit within the EEAS called the East StratCom Task Force. This task force has been at the forefront of transforming the practices of EU diplomacy using strategic communication.

The transformation in practices of diplomacy brought about by the need to counter digital disinformation can be seen as a result of the confrontation with digitalization. Initially, digitalization was seen as a facilitator of change in diplomatic practice. However, studies now suggest that it is a more gradual process that involves the adoption of digital practices alongside traditional ones.

The countering of digital disinformation requires the development of new practices through conscious adaptation. The use of social media has become an important tool in this regard. However, it is important to approach these measures with caution, as some efforts to counter hybrid warfare and safeguard democracy may inadvertently become counterproductive.

The case of the East StratCom Task Force provides an opportunity to study the interplay of reflexivity and practical change. The everyday practices of those involved in countering digital disinformation play a crucial role in bringing about change. Disinformation, defined as the intentional dissemination of false or misleading information, has become a key dimension of authoritarian "sharp power."

The links between disinformation, foreign policy, and diplomacy have materialized in containment strategies pursued through covert operations and public outreach. Public diplomacy now involves projecting narratives that resist or debunk disinformation claims, as well as delivering alternative interpretations of political messages. Social media has changed the strategies of public outreach and expanded the intended audiences.

The rise of populist movements and figures has increased awareness of the vulnerability in the relationship between the EU's internal and external images. Disinformation has been recognized as a threat to European integration, particularly in the aftermath of the Ukraine crisis in 2014. The EU's external promise of peace and security has been strongly supported by EU citizens, but the need to counter disinformation has highlighted the importance of maintaining a positive internal and external image.

The transformation in practices of diplomacy can be seen in three areas. Firstly, there is a transformation in agency, with new groups of practitioners engaging in the sayings and doings of diplomacy. Secondly, new material practices of diplomacy are being accepted through negotiation, learning, contestation, and experimentation. Finally, there is a change in the identified partners or peoples on the receiving end, as digitalization and increasing connectivity erode the boundaries between international audiences.

The East StratCom Task Force has played a significant role in transforming practices of diplomacy. Its practices, such as myth-busting and positive narrative projection, have become routinized and accepted within the EEAS. These practices involve identifying and discrediting false stories, as well as proactively promoting positive stories. The task force's communication practices have adapted to the changing media environment, incorporating visual content and engaging emotions.

The task force's efforts have also contributed to a reorientation of audience perception in EU diplomacy. Citizens are now seen as key audiences of EU foreign policy, and the communication practices have been tailored to meet their needs. The task force's communication practices have been instrumental in shaping the future of EU diplomacy.

In conclusion, the transformation in practices of diplomacy brought about by the need to counter digital disinformation is a complex and multifaceted process. The case of the East StratCom Task Force provides valuable insights into the interplay of reflexivity and practical change. The use of social media and the changing media environment have necessitated the adoption of new practices in diplomacy. However, it is important to strike a balance and approach these measures with caution to avoid unintended consequences.

Actionable Advice:

1. Foster interdisciplinary collaboration: Addressing digital disinformation requires the collaboration of experts from various disciplines, including diplomacy, communication, and technology. By bringing together diverse perspectives, it is possible to develop more effective strategies.
2. Invest in media literacy education: Empowering citizens with the skills to critically evaluate information can help combat the spread of disinformation. Media literacy education should be integrated into school curricula and ongoing public awareness campaigns.
3. Enhance international cooperation: Disinformation is a global challenge that requires international cooperation to effectively address. Governments and international organizations should work together to share best practices, coordinate efforts, and develop common standards for countering digital disinformation.