From ‘traitors’ to ‘saviours’: A longitudinal analysis of Ethiopian, Kenyan and Rwandan embassies’ practice of digital diaspora diplomacy
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis Group
Abstract
Recent years have seen the emergence of relational approaches to
diplomacy that centre on diplomats’ use of social media to foster
relationships with foreign publics. Yet social media may also
prove useful in building relationships with diasporas, now viewed
by some states as ‘saviours’ who may contribute to the economic
prosperity of origin countries. This article sought to examine how
Ethiopian, Kenyan and Rwandan embassies employ social media
when communicating with diasporas. The article proposes a
conceptual framework for digital diaspora diplomacy which
consists of relationship building, community strengthening and
relationship leveraging. An analysis of 830 Facebook posts,
published in 2016 and 2020, suggests that evaluated embassies
use social media to interact with Facebook followers, respond to
online criticism, publicise offline events and publish information
that is of interest to diasporas. Thus, African embassies may be
able to leverage diasporic ties towards the improvement of their
nation’s socio-economic status.
Description
Research Article
Keywords
Digital diplomacy, diaspora, digital diaspora diplomacy, diaspora institutions, digitalisation