What is it about?
The European External Action Service (EEAS) is a relatively new diplomatic service established in 2010. In previous analyses, we noted a dominance of security and foreign policy messages emanating from the EEAS, signs of the EU's negotiating power. It was clear it had discovered the benefits of public diplomacy, but rather practised traditional diplomacy on public diplomacy specific platforms.We aim to pursue the monitoring of the EEAS’ strategy on Twitter, covering 2019 and 2020, to understand how the use of Twitter supports the evolution of the E.U. foreign policy. More specifically, we pose the following research question: QR1. To what extent does the EEAS adopt a public diplomacy approach on Twitter and does the H.R. have an impact on its strategy on Twitter? To answer this question, we analysed and compared how the EEAS uses public diplomacy on Twitter to negotiate the EU’s interests with non-EU countries or with international organisations under the presidency of Mogherini (period 1), during the transition period (period 2), and under the presidency of Borrell (period 3).
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Why is it important?
This case study is based on the principles of citizen science and demonstrates the importance of an off-centred approach in the analysis of the practices of public diplomacy.
Perspectives
Questioning if the EEAS is entering the second phase of its life cycle (launched in 2010, its introduction phase was under Katherine Ashton, 2009-2014, followed by Federica Mogherini, 2014-2019, and Josep Borrell, 2019-2024), the authors carried out a content analysis on 765 tweets. The authors used the MARPE Diplo methodological framework to compare how the EU uses public diplomacy through its EEAS to negotiate its own interests with non-EU parties under the presidency of Federica Mogherini (period 1), during the transition period (period 2), and under the presidency of Joseph Borrell (period 3).
Dr. Anne-Marie Cotton
Artevelde University of Applied Sciences
Read the Original
This page is a summary of: Analysing public diplomacy on Twitter with the MARPE Diplo methodological framework: the case of the European external action service, Journal of Communication Management, January 2023, Emerald,
DOI: 10.1108/jcom-04-2022-0036.
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