Gosling, Jess; (2021) Maximising Soft Power: the Role of Digital Diplomacy in Building Trust with Nation-Branding. Global Affairs Review , 1 (2) 10.51330/gar.0020212.

Text Maximising_Soft_Power_the_Role_of_Digital_Diplomac.pdf - Published Version Access restricted to UCL open access staff until 2 April 2025. Download (282kB)

Abstract

Perceptions of attractiveness and trustworthiness impact the prosperity and influence of countries. A country's soft power is not guaranteed. Countries have their brands, an image shaped by the behaviour of governments, by what they do and say, whom they associate with, and how they conduct themselves on the global stage. Increasingly, digital diplomacy plays a crucial role in the creation and application of soft power. This paper argues that digital diplomacy is increasingly vital in the articulation of soft power. Digital diplomacy is a new way of conducting public diplomacy, offering new and unparalleled ways of building trust with previously disengaged audiences. Soft power is now the driving force behind reputation and influence on the global stage, where increasingly digital diplomacy plays an essential role.

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