The impact of digital diplomacy on economic and public diplomacy : the case of Botswana

Abstract

Diplomacy in the 21st Century has evolved due to effects of globalisation as well as technological advancements which have effected change in most administrative services and other sectors of the economy be it health, agriculture among others. As a consequence of these technological advancements, modern day diplomatic practice has moved towards a more digital approach in its functions, this is known as digital diplomacy or e-diplomacy. Digital diplomacy involves the use of the internet and social media for achieving foreign policy objectives This dissertation aims to examine the extent to which diplomats from the developing country of Botswana have adopted digital diplomacy to drive their economic and public diplomacy agenda to achieve their foreign policy. It explores how diplomats, are taking advantage of how digital diplomacy is used to communicate as well as promote national interests to advance trade and investment activities while also communicating with the national and foreign publics. In digital diplomacy, the internet and its tools are used to carry out negotiations, promote national interests to attract Foreign Direct Investment (FDI), tourism, as well as advance soft power initiatives through activities such as promotion of arts and culture, educational exchanges, and musical talents. The advancements have led to a slight shift from the traditional of face- to -face negotiation towards the use of virtual meeting platforms like Zoom and Microsoft Teams to deliberate agendas at the bilateral, regional or multilateral level, as well as to promote trade and investment opportunities. This revolution gained more traction during the COVID-19 pandemic which saw international forums such as the United Nations General Assembly being held virtually. While the change in diplomatic practice is noted particularly in the developed countries and to some extent developing countries it is worth questioning whether African diplomats are at the same level when it comes to digital diplomacy and if they using the platforms to drive their foreign policy agendas, particularly economic and public diplomacy initiatives to advance economic development.