Traditional diplomacy has long been the cornerstone of international relations, with diplomats engaging in face-to-face negotiations, formal meetings, and official correspondence to represent their countries' interests. However, the rise of digital technologies and the proliferation of disinformation in recent years have forced diplomats to adapt their practices to navigate this new landscape. This article explores the transformation in practices of diplomacy brought about by efforts to counter digital disinformation, focusing on the case of the European External Action Service (EEAS) and its East StratCom Task Force.

Traditional diplomacy has long been the cornerstone of international relations, with diplomats engaging in face-to-face negotiations, formal meetings, and official correspondence to represent their countries' interests. However, the rise of digital technologies and the proliferation of disinformation in recent years have forced diplomats to adapt their practices to navigate this new landscape. This article explores the transformation in practices of diplomacy brought about by efforts to counter digital disinformation, focusing on the case of the European External Action Service (EEAS) and its East StratCom Task Force.

The exposure of citizens to digital disinformation has become a major challenge for governments worldwide. The spread of misleading or false information, particularly through social media, has sparked a global increase in attempts to counter digital disinformation through strategic communication and digital technologies. In response to Russian disinformation, the EU tasked its diplomatic arm, the EEAS, with addressing this issue. The creation of the East StratCom Task Force marked a significant shift in EU diplomacy, as it sought to integrate digital practices alongside traditional diplomatic practices.

Digitalization was initially seen as a tool that would facilitate change and disruption in diplomatic practice. However, studies now suggest that it is a more gradual and nuanced process. The countering of digital disinformation requires the development of new practices through conscious adaptation, including the use of social media. The East StratCom Task Force serves as a prime example of this transformation, as it employs strategic communication techniques to combat disinformation.

One key aspect of digital disinformation is its fluid approach to ideology, distinguishing it from traditional propaganda. Digital disinformation is often associated with authoritarian "sharp power," which seeks to impair and distort political systems. Diplomacy plays a crucial role in countering these disinformation efforts through public and digital diplomacy. However, the increasing use of social media has challenged traditional strategies of public outreach, as audiences are now more informed and empowered.

The rise of populist movements and figures in EU member states has also highlighted the vulnerability of the EU's internal and external images. Disinformation has been used by Eurosceptic movements to spread lies about the EU, exploiting the limited understanding of the system among politicians and citizens alike. As a result, the EU member states have recognized 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 change. Firstly, there is a transformation in agency, as new actors and expanded groups of practitioners engage in diplomatic activities. This may involve the inclusion of officials without traditional diplomatic training or the recognition of new diplomatic actors. Secondly, there is a transformation in material practices, as new practices are negotiated, learned, contested, or experimented with. The increasing use of social media in diplomatic communication is a prime example of this transformation. Finally, there is a transformation in the identified partners or audiences, as traditional boundaries between domestic and foreign publics are eroded. Diplomats must now navigate a globalized audience and adapt their communication practices accordingly.

The East StratCom Task Force serves as a case study for these transformations in diplomacy. It developed practices such as myth-busting and positive narrative projection to combat disinformation and promote the EU. 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 appeals.

The task force's practices not only challenged traditional diplomatic practices but also the agency of EU diplomats. The EEAS consciously brought in new individuals from different backgrounds to provide fresh perspectives on countering disinformation. The rapid acceptance of the task force and its practices as "diplomacy" within the EEAS reflects a reorientation in the perception of its audience. Rather than focusing solely on global reputation, the EEAS now prioritizes engaging domestic audiences and addressing their information needs.

In conclusion, the rise of digital disinformation has necessitated a transformation in practices of diplomacy. The EEAS and its East StratCom Task Force have embraced strategic communication and digital technologies to counter disinformation and engage audiences. This transformation encompasses changes in agency, material practices, and identified partners or audiences. Diplomacy is no longer confined to traditional meetings and correspondence but must adapt to the digital age. To navigate this new landscape effectively, diplomats should:

1. Embrace social media and digital tools: Diplomats should actively engage with social media platforms and use digital tools to disseminate information and counter disinformation effectively.

2. Foster interdisciplinary collaboration: As digital disinformation requires a multifaceted response, diplomats should collaborate with experts from various fields such as communications, cybersecurity, and data analysis to develop comprehensive strategies.

3. Prioritize audience engagement and information resilience: Diplomats should prioritize understanding their audiences and tailor their communication strategies accordingly. Building information resilience among citizens is crucial in countering disinformation and ensuring the credibility of diplomatic efforts.

By recognizing the challenges and opportunities of digitalization, diplomats can effectively navigate the evolving landscape of diplomacy and counter digital disinformation. The transformation in practices of diplomacy brought about by efforts to address digital disinformation is an ongoing process that will continue to shape the future of international relations.