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 of citizens to digital disinformation has become a major challenge for governments around the world. The dissemination of large-scale misleading or false information has sparked a global increase in attempts to counter digital disinformation through the use of strategic communication and digital technologies. One organization that has taken on this challenge is the European External Action Service (EEAS), the diplomatic arm of the European Union (EU).

The EEAS was tasked with responding to Russian disinformation in 2015, following the Ukraine crisis. The EU member states had gradually become aware of a new media environment in which myths and lies about EU politics could reach EU audiences to a greater extent than before, particularly through social media. This led to the creation of a special unit within the EEAS called the East StratCom Task Force, which has since been transforming practices of EU diplomacy using strategic communication.

Digitalization was initially seen as a means to facilitate change and disruption in diplomatic practice. However, studies now suggest that it is a more subtle process that involves the gradual adoption of digital practices alongside traditional ones. Countering digital disinformation requires the development of new practices through conscious, gradual adaptation, including the use of social media.

Critically oriented approaches have raised questions about the effects of measures taken to counter hybrid warfare, suggesting that some efforts to safeguard democracy may become counterproductive. This article turns instead to international practice theory, which suggests that an overlooked dimension of the change brought about by the need to counter digital disinformation is located in the everyday practices of those involved in that work.

Disinformation is broadly defined as the intentional distribution of false or misleading information to mislead, deceive, or confuse. Digital disinformation, specifically, refers to the use of digital tools in the dissemination of disinformation. The links between disinformation, foreign policy, and diplomacy have materialized in containment strategies pursued through covert operations and public outreach.

Public diplomacy plays a crucial role in countering disinformation. It involves effectively projecting narratives that resist or debunk disinformation claims, or delivering alternative interpretations of political messages. The rise of social media has changed both the strategies of public outreach and their intended audiences. Audiences are now more informed about foreign policy-making and have assumed a more empowered role.

The Kremlin has invested in strategies to take advantage of social media and the uncertainty surrounding its influence in democratic societies. Concerns about phenomena like "echo chambers" and "epistemic bubbles" on social media have raised questions about democracies' ability to contain operations designed to exert influence from outside. This has led to a growing awareness among EU member states of the vulnerability in the relationship between the EU's internal and external images.

The complexity of EU policy-making and its relative distance from EU citizens has resulted in low knowledge about the EU among member states. Eurosceptic movements have exploited this weakness by intentionally spreading lies about the EU to serve their own political agendas. Until recently, disinformation was primarily seen as a challenge to the safeguarding of domestic political discourse rather than a security threat. However, the Ukraine crisis in 2014 led to the recognition of Russian disinformation as a threat to European integration.

The transformation in practices of diplomacy brought about by efforts to counter digital disinformation can be understood through three areas of transformation. First, there is a transformation in agency, as new or expanded groups of practitioners engage in the sayings and doings of diplomacy. Second, there is a transformation in material practices, as new practices are negotiated, learned, contested, or experimented with. Third, there is a transformation in identified partners or peoples on the receiving end, as diplomats must adapt to the changing expectations of their audiences.

The East StratCom Task Force within the EEAS played a significant role in this transformation. It developed practices such as "myth-busting" to map and contain disinformation, as well as "positive narrative projection" to proactively promote the EU. The task force used social media to adopt more visual content and engage audiences through humor and emotions.

The task force's practices became routinized and were accepted as a part of EEAS diplomacy. Their efforts also contributed to a reorientation of audience perception, emphasizing the role of citizens as key audiences of EU foreign policy. The task force's communication practices reflected attempts to connect with these audiences.

In conclusion, the transformation in practices of diplomacy brought about by the need to counter digital disinformation has had a significant impact on the EEAS. It has challenged traditional practices of diplomacy and expanded the role of new actors and audiences. The acceptance of these practices as diplomacy demonstrates the adaptability of the field in the face of new challenges.

Three actionable advice for countering digital disinformation in diplomacy:

1. Develop a comprehensive strategic communication plan that includes both traditional and digital practices. This plan should involve the conscious and gradual adaptation of practices to counter digital disinformation effectively.

2. Invest in capacity-building by recruiting communications experts who understand the changing media landscape and can effectively engage with audiences through social media and other digital platforms.

3. Foster partnerships and collaboration with other organizations and countries facing similar challenges. Sharing best practices and coordinating efforts can enhance the effectiveness of countering digital disinformation in diplomacy.

By implementing these actionable advice, diplomatic institutions can better navigate the digital age and effectively counter the spread of digital disinformation, ensuring the integrity of their communication and the trust of their audiences.