The effectiveness of diplomacy via Twitter in building relationships with foreign audiences:

Document Type : Original Article

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Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication - Cairo University.

Abstract

The problem of the study is determined in identifying how diplomats utilize Twitter as an effective communication tool in order to build positive relations with foreign countries' public. The study tackled that through a case study on the diplomatic activities of British Ambassador, John Kasen, on Twitter from 2014 to 2018.
The researcher used the Relational Approach and the Cultural Interpreter Model as theoretical frameworks for the study. Through a quantitative and qualitative content analysis, the study concluded a set of results, most notably:
- The British ambassador, John Casson, is a pioneer in using a new type of diplomacy that is based on direct interaction with the public using two-way communication.
- The British ambassador used the features of Twitter effectively to attract the attention of the audience, especially visual communication tools represented in pictures and videos.
- The study presented a few recommendations directed to the Egyptian Ministry of Foreign Affairs to benefit from them in improving Egypt's foreign relations towards building strong relations with the foreign publics.
 

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