The Impact of Digital Diplomacy on International Relations: A Case Study of Global Leaders’ Social Media Use

Abstract

This study explores the transformative impact of digital diplomacy on contemporary international relations through a focused case study of global leaders’ social media usage. As digital platforms such as X (Twitter), Facebook, and Instagram become increasingly integral to political communication, world leaders are now engaging in direct, unmediated dialogue with international publics, thereby bypassing traditional diplomatic institutions and reshaping geopolitical discourse. This paper investigates how digital diplomacy influences soft power projection, crisis communication, public diplomacy, and strategic signaling in global affairs. Utilizing a qualitative content analysis methodology, the research examines the digital behaviors of selected political leaders namely, Volodymyr Zelenskyy (Ukraine), Joe Biden (United States), Narendra Modi (India), and Emmanuel Macron (France) between 2022 and 2024. The study is grounded in theoretical frameworks of soft power (Nye, 2004), constructivism (Adler, 1997), and public diplomacy theory, providing a comprehensive lens through which to understand the strategic narratives embedded in social media discourse.  Findings reveal that global leaders utilize digital platforms for persona construction, narrative framing, alliance reinforcement, and diplomatic signaling. Moreover, three case based reviews, the Israel-Gaza war, Ukraine-Russia conflict, and U.S.-China tariff war demonstrate how digital diplomacy operates under real-time geopolitical stress. The paper concludes that digital diplomacy has become a central component of international relations, altering traditional conceptions of power, diplomacy, and influence. The research underscores the need for updated diplomatic protocols and ethical guidelines as states
navigate this evolving communication environment. This study contributes to the growing body of interdisciplinary scholarship on digital governance, foreign policy, and international communication.