Riding the Technological Wave: India's Digital Diplomacy and Global Engagements

In the 1850s, upon receiving the first telegraph messages, the flummoxed British Prime Minister and Foreign Secretary, Lord Palmerston, famously exclaimed, "My God, this is the end of diplomacy!" His reaction reflected the skepticism and surprise that often accompany shifts in public diplomacy. As technology continues to evolve, it increasingly overshadows traditional forms of diplomacy, which are now often viewed as relics of the past. This essay explores the domain of digital diplomacy, which is rapidly becoming the preferred and natural medium for engaging with foreign countries, whether friendly or otherwise. The brief essay examines the significance of digital Diplomacy for India, followed by an assessment of the Indian government's digital initiatives in the international arena.

Digital Diplomacy

Diplomacy is the interaction between a government and foreign states, foreign audiences, and its domestic diaspora to promote its self-interest through persuasion and negotiation. Therefore, it is a peaceful weapon of self-interest and is often interpreted as the soft power of governments. Diplomacy has many branches, such as political, public, cultural, etc. While the mentioned forms are familiar to political scientists, Digital Diplomacy is a growing realm that world leaders are exploring. The characteristic feature of this novice dialogue technique is the use of technology and its many forms and tools to conduct traditional diplomatic practices. 

Public diplomacy can be categorized into three broad layers – (1) Unidirectional information flow, (2) Multidirectional information flow, where the motive is to disseminate information to large groups of people, and (3) Collaboration and partnerships with different groups. For a long time, these layers of diplomacy were implemented through traditional communication channels, like telephones, newspapers, or telegraphs. However, technological progress has introduced new platforms on which diplomacy can be conducted, and such execution comes under the ambit of digital diplomacy. For example, – a speech by a representative of India in the United Nations, which would have previously been featured in the newspaper, now finds itself getting interpreted through posts on Twitter (presently ‘X’), GIFs on Instagram, or video clips on Facebook or YouTube. 

Advantages of Digital Diplomacy

Indian Diplomacy currently has two primary objectives. First, to assure status quo nations that India's rise is not a threat to the existing power structure and that India seeks peaceful integration into the international order. Second, to position India as an attractive destination for investment by highlighting its stable socio-political environment and thriving, innovative markets. This section of the essay will demonstrate how digital diplomacy can enhance the speed and efficiency of these diplomatic efforts.

Diplomacy as a Marketing Tool: Diplomacy functions as a form of marketing where leaders craft narratives they want the global audience to accept. It plays a crucial role in shaping perceptions that attract investment and development. Unfortunately, India's image in international circles has often been marred by stereotypes of poverty, corruption, poor education, religious conservatism, underdevelopment, and gender discrimination. To counter these perceptions, the Indian government has increasingly turned to digital platforms like Instagram, Twitter, Facebook, and YouTube to showcase the country's strengths. By promoting India's rich cultural heritage—its most unique selling point—through these platforms, the government can continue to reshape global perceptions. Additionally, the Indian diaspora, when exposed to such content, can foster unity and pride, further acting as ambassadors for India's positive image.

Competing with China: India's regional rival, China, has effectively used digital diplomacy to project itself as a friendly, functional, and non-threatening entity. As a competing power, India must also refine its digital strategies to counter false narratives spread by adversaries and maintain its standing in the digital power race.

Engaging Non-State Actors: The accessibility of digital platforms allows non-state actors to participate in diplomatic conversations and become more informed about state actions. This engagement not only strengthens democracy but also integrates international and domestic politics more seamlessly.

Cost-Effective and Time-Efficient: Digital diplomacy offers India cost-effective solutions for its diplomatic efforts. Virtual platforms ( e.g. Zoom, Webex or Microsoft Teams), particularly during and after the pandemic, have enabled diplomats to participate in foreign conferences, seminars, and meetings with greater flexibility and efficiency, maximizing India's diplomatic reach without incurring excessive costs.

Through these advantages, digital diplomacy emerges as a crucial tool for advancing India's diplomatic objectives on the global stage.

Riding the Digital Diplomacy Wave

Since the 2000s, the Indian government has actively engaged in social media, launching its Twitter account in 2010 and its Instagram account in 2016. Prime Minister Narendra Modi, often credited with elevating India's digital diplomacy, is one of the most active world leaders on social media, with the third-highest number of followers on Twitter.

A recent example of India's digital diplomacy is the widely circulated video of Italian Prime Minister Giorgia Meloni and Modi greeting the Indian diaspora at the G7 conference. This video symbolizes the growing ties between India and Italy, reflecting the effectiveness of digital diplomacy in showcasing international relationships. Another notable instance is promoting "Vasudhaiva Kutumbakam" (the World is one family) as the tagline for India's G20 Presidency. Images and videos promoting India as a powerful, friendly, and inclusive nation were disseminated across multiple online platforms, reinforcing India's global image.

While digital diplomacy offers significant advantages, it must be approached with caution. The detail-capturing nature of social media can be unforgiving, and mishaps can quickly lead to the spread of harmful narratives. Sweden's 2012 debacle is a cautionary tale, where a poorly strategized photo of a lavish dinner shared by its Foreign Minister sent the wrong message about global hunger, highlighting the risks involved. Similarly, despite its extensive digital campaign, China has struggled to convince the world of its friendliness, demonstrating that digital diplomacy alone cannot substitute for genuine goodwill. India must learn from these examples and proactively avoid similar pitfalls.

India's delayed entry into digital diplomacy has disadvantages, but now is the time to move forward decisively. To compete with more advanced countries, India must deploy more resources and intellectual capital to strengthen its digital diplomacy efforts. By doing so, India can remain a competitive and influential player on the global stage.

Conclusion

Digital Diplomacy represents a significant intersection between human engagement and technological innovation. As a still-developing field, it offers India a unique opportunity to shape its contours and redefine its practices. By strategically leveraging the fluidity and ambiguity inherent in digital Diplomacy, India can carve out a leading role in this evolving domain.

Integrating technology into diplomatic practices is not just a technical upgrade but a profound shift in how nations interact, communicate, and influence each other on the global stage. For India, which seeks to enhance its worldwide presence and narrative, digital diplomacy offers a powerful platform to project its values, counter misinformation, and build stronger ties with state and non-state actors.

As we look ahead, digital diplomacy could be seen as a critical tool for the next generation of Indian diplomats. Paraphrasing Neil Armstrong's famous words, digital diplomacy may be viewed as "one small step for diplomacy, one giant leap for Indian diplomats." By embracing this transformative approach, India modernizes its diplomatic toolkit and positions itself at the forefront of global diplomatic innovation.

References:

• Adesina, O. S. and Summers, J. ‘Foreign policy in an era of digital diplomacy’, Cogent Social Sciences, Vol. 3 (1) 2017. doi: 10.1080/23311886.2017.1297175.
• Manor, Ilan. "What is Digital Diplomacy, and how is it Practiced around the World? A brief introduction." Diplomatist Magazine, (Annual Edition), November 2016.
• Mazumdar, Arijit. "India's public diplomacy in the twenty-first century: components, objectives and challenges." India Quarterly, Volume 76 (1), 2020, pp.24-39.
• Narayan, Sunetra Sen. "Digital Diplomacy and Soft Power: The Case of India." Amity Journal of Media & Communications Studies, Vol. 5 (3), 2016. (Google Scholar)
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