The Transformation of Diplomacy in the Face of Digital Disinformation

The Transformation of Diplomacy in the Face of Digital Disinformation

Introduction:
In recent years, the exposure to digital disinformation has become a major challenge for governments worldwide. The European Union (EU) recognized the need to counter this threat and tasked its diplomatic arm, the European External Action Service (EEAS), with addressing Russian disinformation. This led to the creation of the East StratCom Task Force, which has transformed the practices of EU diplomacy through strategic communication. This article delves into the various aspects of this transformation and explores the interplay between reflexivity and practical change.

The Rise of Digital Disinformation and its Implications:
The proliferation of digital disinformation, characterized by the intentional distribution of false or misleading information, poses a significant threat to political systems. Authoritarian powers like Russia and China have harnessed digital disinformation as a tool of "sharp power" to impair and distort political systems. The EU initially treated disinformation as a challenge to domestic political discourse rather than a security threat. However, the Ukraine crisis in 2014 shed light on the potential harm caused by disinformation and led to a growing awareness of its impact on European integration.

The Role of Diplomacy in Countering Disinformation:
Diplomacy, both covert and public, plays a crucial role in countering disinformation. Public diplomacy involves projecting narratives that resist or debunk disinformation claims and present alternative interpretations of political messages. Social media has transformed the strategies of public outreach and eroded the boundaries between domestic and foreign publics. The Kremlin has capitalized on social media to exert influence, raising concerns about democracies' ability to contain external operations. The EEAS recognized the need for a proactive approach to counter disinformation and recruited communications experts to bolster its capacity.

The East StratCom Task Force and Its Practices:
The East StratCom Task Force was established to address disinformation in the EU's eastern neighborhood. It developed practices such as "myth-busting" to identify and discredit false stories and "positive narrative projection" to promote positive EU stories. These practices were communicated through newsletters and recruitment of informers. The task force's efforts led to the routinization of these practices and generated internal acceptance and external recognition of their role in the EEAS. Two other task forces were subsequently created to adopt similar communication practices in other regions.

Transformation in Diplomatic Practices:
The transformation in diplomatic practices resulting from countering digital disinformation can be observed in three key areas. Firstly, there has been a change in the agency of diplomacy, with new actors recognized as practitioners of diplomacy. Secondly, new material practices, driven by negotiation, learning, contestation, and experimentation, have been adopted. The increasing use of social media has introduced new practices and changed the daily routines of diplomats. Lastly, there has been a shift in the identified partners or peoples on the receiving end of diplomacy, with a greater emphasis on domestic audiences and the need for tailored messages.

Actionable Advice:

1. Embrace digital practices alongside traditional ones: Diplomatic institutions must gradually adopt digital practices while preserving the essence of traditional diplomacy. This includes leveraging social media and visual content to engage audiences and convey messages effectively.

2. Foster collaboration and information sharing: Establish networks of experts, journalists, officials, and NGOs to identify and counter disinformation collectively. Sharing information and analyses through newsletters or other platforms can enhance awareness and facilitate a coordinated response.

3. Empower citizens as stakeholders of information resilience: Recognize the importance of domestic audiences in shaping public diplomacy efforts. Tailor messages to meet the needs of uninformed audiences and engage with them through proactive communication strategies.

Conclusion:
The confrontation with digital disinformation has brought about a transformation in diplomatic practices within the EU. The East StratCom Task Force has played a pivotal role in countering disinformation and reshaping the agency, material practices, and targeted audiences of EU diplomacy. By embracing digital communication and engaging domestic stakeholders, diplomatic institutions can effectively navigate the evolving media landscape and safeguard democratic processes.