Examining The Agency of Digital Diplomacy in Driving Ghana’s Economic Diplomacy

Abstract

The advent of technology and social media has profoundly shaped diplomatic practice in the 21st century. Across the globe, many foreign ministries use digital media for the conduct of diplomacy towards the achievement of spectrum of goals such as building a country’s international image and promoting economic diplomacy in particular in the areas of trade and investment. Traditionally, this has been referred to as digital diplomacy. This study builds upon existing research by primarily examining the agency of digital diplomacy in driving Ghana’s economic diplomacy, specifically the promotion of trade and investment. The study also examined the institutional framework for the conduct of diplomacy within MDAs, how digital diplomacy is carried out and the implications of digital diplomacy on Ghana’s foreign policy. The qualitative research approach was adopted to conduct the study. A sample of 18 persons were used for the study all selected from MDAs. The purposive sampling strategy was utilized for the selection of respondents. Interviews were used as the research instrument of data collection. Data collected was analysed using thematic narration and logical inferences. Results of the study reveal that although the MFA has a framework for carrying out digital diplomacy, the framework is limited in scope mostly involving a filtering process where information is evaluated by the Director of Information to be posted online. An overarching framework that specifies guidelines, network of targeted actors, the type and complexity of reach, tools and techniques, frequency of communication, and monitoring effectiveness of digital diplomacy among others are all absent. Results also indicate that the MFA conducts digital diplomacy by posting its activities on various digital platforms mostly Twitter, Facebook, and Instagram. Messages posted in this regard revolve around the economic potential in Ghana as well as trade and investment opportunities. Further, the study found that digital diplomacy could play a significant role in driving Ghana’s economic diplomacy goals of boosting trade and investment. Results again underscore the fact that digital diplomacy has vast implications for Ghana’s foreign policy in the future as it can influence how other States interact with Ghana. The study ends by outlining policy implications for policy and practice. Among other measures, it is recommended that the MFA should develop and implement a comprehensive digital diplomacy framework, enhancing the design of messages and communication using algorithms, visuals, and emotions, training MFAs personnel to be proficient in communicating with digital media, and collaborating with active online actors including policymakers, academics, diplomats, and leaders of the diaspora