DIGITAL DIPLOMACY AS A MANAGEMENT STRATEGY OF CHANGES IN THE INTERNATIONAL ENVIRONMENT
DIGITAL DIPLOMACY AS A MANAGEMENT STRATEGY OF CHANGES IN THE INTERNATIONAL ENVIRONMENT

Summary/Abstract: With the translation from traditional to non-military forms of power, the power of a nation has been conceptualized according to the level of influence it can exert, the perceived value, social norms and the image it has, and diplomacy was considered an essential tool for ensuring the national interest. In this article, we aimed at analysing how technological innovations in the field of communications have led to changes in terms of content and manifestations of diplomacy, highlighting the characteristics of digital diplomacy as an emerging branch of diplomacy. We will also analyse the context of the manifestation of digital diplomacy from the perspective of social practice theory to provide a better understanding of how individuals’ routines intervene in its effective manifestation as a strategy for managing change in the international geopolitical environment.

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