HASHTAG DIPLOMACY AND ITS USE IN AFRICA
DOI:
https://doi.org/10.24193/subbeuropaea.2020.2.07Keywords:
hashtag/Twitter diplomacy; Africa; social mediaAbstract
Hashtag diplomacy or ‘Twitter’ diplomacy, sometimes referred to as twiplomacy, is an emerging tool used by international policy actors, such as heads of state and diplomats, to conduct public diplomacy and to reach out to worldwide audiences. In a 2018 study of government Twitter users around the world, 951 Twitter accounts were identified as belonging to state leaders and foreign ministries in 187 countries. Therefore, close to 100% of United Nations members states (193 members) consider Twitter to be a valid enough tool to employ on a frequent basis. These users have a combined audience of close to 490 million followers. But what of Twitter’s value for individual diplomats, foreign ministries and heads of state and government in Africa? Can this tool be of use in the management and implementation of public diplomacy in a continent where internet penetration is 40% of the combined population and if so, what are these foreign policymakers using it for? This chapter intends to address these questions by exploring the use of hashtag diplomacy in Africa, and other regions, in reference to select examples. It will begin by situating this type of diplomacy under the umbrella of public diplomacy and it will then move on to consider feasibility and reach of this social media platform in Africa.
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