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IJ§ER
ISSN: 2149-5939
International Journal of Social Sciences and Education Research
Online, http://dergipark.gov.tr/ijsser !
Volume: 1(2), 2015
Copyright © 2015 by IJSSER
ISSN: 2149-5939
Digital diplomacy-perspectives and impact on traditional diplomatic
practices-case study: Digitization Impact on Romanian and Belgian na-
tional diplomatic systems
Mihai Ovidiu Cercel1 Raluca Georgiana Saftescu2
Received Date: 01 / 02 / 2015 Accepted Date: 01 / 04 / 2015
Abstract
Internet emergence multiplied the number of voices involved in international policy-making, accelerated the spread
of information and increased its sources, and offered a framework from real-time communication, so diplomats
have to handle with a complex international agenda. To stay competitive, they have to assimilate digital tools in
their daily practice, digital diplomacy defining changes in structures, resources requirements, organizational man-
agement and processes of MFAs. This is a central point of this paper that is focused on the impact of digital
disruption on traditional diplomatic practices. Based on digital diplomacy perspectives the article argues that,
even if traditional diplomatic customs remain at the heart of diplomatic activities, internet introduces a new dyna-
mism in conducting diplomacy. A key change refers to embassies empowerment, their role inside diplomatic sys-
tems increasing while the centrality of MFA is challenged by the changing operating environment. The article
emphasizes that some activities conducted today in headquarters will be assigned more and more to the embassies,
ICT using optimizing the resources and the structure of the diplomatic network. The case study regarding digitiza-
tion impact on Belgian and Romanian MFAs, showed that ICT transformed the manner of sharing information and
of attracting foreign audiences having huge penetration potential, data being transmitted quickly to millions tar-
geted people. In this context, diplomats’ professionalization is an obvious and welcomed approach, each MFA
having particular methods to develop digital competences. Therefore, the integration of digital tools in the diplo-
matic work and their optimal use represent the prerequisites for efficiency in the 21st century.
Keywords: Diplomacy, Foreign policy, ICT, Digital diplomacy
1. Introduction
The emergence of internet shaped specific patterns to 21st century diplomatic environment, the
fast-moving societal change produced by digital disruption confronting diplomacy with the chal-
lenge to adapt in order to remain efficient in managing foreign policy. New information and com-
munications instruments determined the need to revise the traditional one to one diplomatic com-
munication style and to build an open and inclusive dialogue with foreign citizens. This does not
mean to replace negotiations with Tweets or posts on Facebook, but to complement the classical
methods of achieving foreign policy goals with new tools able to make diplomats real time actors
in the present interconnected world. The most valuable aspect of social media is, alongside the
possibility to reach a broader and targeted audience, the opportunity to increase mutual under-
standing between governments and citizens worldwide. Against this background, this article ex-
amines the forthcoming of diplomacy in the digital age, exploring the concept of digital diplo-
macy and the implications of digital tools on traditional diplomatic practices. Therefore, a central
1 Lecturer, PhD National University of Political Studies and Public Administration, BUCHAREST/ROMANIA,
mihai.cercel@dri.snspa.ro
2 PhDc., National University of Political Studies and Public Administration, BUCHAREST/ROMANIA,
raluca.saftescu@gmail.com
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
319
assumption of the paper is that digital diplomacy defines changes both in structures and processes
of ministries of foreign affairs (MFAs). In addition, secondary objectives are to present perspec-
tives on digital diplomacy and to investigate how social networks impacts diplomatic activities.
Structurally, the article is divided in two main parts. The first offers a view on the implications of
digital disruption on traditional diplomacy and inquiries into what digital diplomacy is. At this
state of the work, digital diplomacy can be considered a new instrument of diplomacy, resulted
from the integration of Internet and Communication Technologies (ICT) in conducting diplomatic
activities (Assanovo, 2010 in Nweke, 2012), or in other words, the use of ICT to collect, analyze
and disseminate diplomatic information (Holmes in Bjola and Holmes, 2015).
The second presents a case study illustrating the experience of Romanian and Belgian national
diplomatic systems, documented in interviews, activity reports and through official data analysis.
The findings will offer interesting insights on ministries-embassies relations, on how ICT tech-
nologies, especially social media, are integrated in the daily activity of diplomatic representatives
and on appropriate digital skills needful for diplomats in meeting digital evolution. Above all, we
consider that such work is beneficial for improving knowledge in the field, as digital diplomacy
is still a new subject in the academic literature and for both practitioners and further scholars
interested to deepen the research.
2. Diplomacy: perspectives and impact on traditional diplomacy
2.1 Digital disruption effects on diplomacy
Many of the traditional elements of diplomacy are valid today as a century ago. The dialogue
with other countries and organizations and the process of negotiating and signing agreements are
completed by the same diplomatic custom. Undoubtedly all these activities still play a paramount
role on the international diplomatic scene, but what have changed fundamentally are public opin-
ion and its access to information. Digital effects engendered a disruption in the way that interna-
tional relations are conducted as they impact real-time communication, instant access to data, and
management of large amount of data or cyber-attacks. Therefore, a legitimate response of diplo-
macy to these challenges is the transition to the digital age. Online communication infrastructure
allows a higher connectivity between people, institutions and communities, digitization acceler-
ating decision making process and stimulating governments to become live actors (Potter, 2002).
Both at national and international level, Internet offers a new framework to persuade, three
elements being essential to influence foreign leaders’ opinions: online presence, participation and
connection (Westcott, 2008). Foreign actions, decisions and declarations are quickly analyzed at
home and those at home are immediately reflected in international debates. Meantime, citizens
that use ICT in their daily life develop new competences through which they involve themselves
at international level, irrespective of issue (Potter, 2002). Therefore, Internet has the potential to
weak the traditional national state seen as focal point of political loyalty because it allows com-
munities to merge and to act beyond national borders (Westcott, 2008). Together, these elements
convert the public opinion in a key stakeholder of diplomacy, theoreticians naming this phenom-
ena `diplomacy democratization`, because technology allows an increasing number of people to
involve in the governance process and to change it frequently (Grant in Westcott, 2008). As the
international agenda has been extended beyond traditional issues such as cooperation, trade and
security, civil society has become the main element to project soft power successfully. Moreover,
!
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
320
strong collaboration with civil society became a significant part of diplomatic functions and new
technologies transformed non-governmental organizations in sources of information and in stand-
ards to measure the internal support of national policies (Potter, 2008).
All these show that internet brings a new dynamism in international relations. Thus, diplo-
macy, the main element to manage the interstate relations, is also involved in this new trend. The
implications of internet are reflected in domains such as time and space, ideas, information, net-
works, institutional changes or service delivery.
Spreading ideas, as key part of soft power, is realized through online platforms, like websites,
blogs or social networks. These ideas can take various forms, most frequently they being general
suggestions of desired results (e.g. solutions to surpass a financial crisis), shaping international
agenda (e.g. including priorities or changing themes), disseminating ideas or persuading the ne-
gotiation partners about a certain position or even manipulating them or the public opinion by
imposing a particular view about an event, or a structural or legal fact (e.g. reforming an interna-
tional organization) Thus, once it became essential to influence international public opinion, not
only foreign diplomats and government officials, being present on virtual networks and sending
targeted messages became also compulsory. On a large scale, both international organizations and
foreign ministries have created websites and social media accounts to reach a broader public. To
control and manage the spread of ideas in online, foreign policy representatives have to be familiar
with these tools and to find ways to engage in discussions and debates, using well orientated,
intelligent and imaginative strategies to assure that information is valid and reliable. As the virtual
public is a key in the policy making process, not only official sources, but also internet is an
essential instrument to collect data.
Moreover, the cross-border effect of ICT modified the relation between distance and time.
Issues and conflicts at distance are brought to global public attention, the focus being on rapidity,
mass media geopolitics, and commercial preferences and cultural imperatives.
All these shaped the working manner of diplomatic services as the organizational structure of
the ministries of foreign affairs was changed, the daily work was optimized through digital com-
munication tools, the correspondence became easier and the consular services started to be offered
online (Westcott, 2008; Barston, 2014). The changes produces by rapidly evolving ICT do not
mean the replacement of traditional instruments for managing foreign policy but their supplemen-
tation with new instruments that allow better interconnectivity. As new digital platforms offered
the possibility to create interactive web content, to collaborate and to exchange ideas (Break-
endridge, 2012), governments became aware that social media represents a potential way to man-
age international relations. Therefore, ignoring social networks that allow to send targeted mes-
sages and to foster mutual understanding between official and citizens around the world and con-
sidering them a passing trend can thwart the achievement of diplomatic objectives. The members
of diplomatic corps have, thus, to understand deeply the specificities of each social platform used
daily by citizens to inform, to build new relations and to interact (Deruda, 2014).
2.2 Perspectives on digital diplomacy
The relation between diplomacy and internet is presented in the academic literature as digital
diplomacy (Bjola in Bjola and Holmes, 2015), e-diplomacy (Hocking et all, 2012), cyber-diplo-
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
321
macy (Barston, 2014) or diplomacy 2.0 (Harris, 2013). Scholars present digital diplomacy as be-
ing a way to manage international politics through digital tools and virtual collaborations, having
a paramount impact on decision making process, public diplomacy and professional norms.
The apparition of web technologies 2.0, especially of social networks like Facebook and Twitter,
stimulates diplomats to pay more attention when they transmit information to targeted foreign public
segments. They are involved in policies promotion process because they interact with foreign au-
thorities and foreign public opinion. Therefore, digital diplomacy is a form of public diplomacy.
From this perspective, the public diplomacy aims to produce, disseminate and keep knowledge able
to support the fulfilling of foreign policy objectives. New technologies, especially social media,
have transformed information exchange process and the ways to attract foreign audiences as only
few online platforms have the potential to assure a resilient informational penetration and data can
be rapidly transmitted towards wider audiences (Holmes Bjola and Holmes, 2015). All these high-
light that using ICT in diplomacy has three functions: firstly, to foster communication between
states; secondly, to present the national foreign policy objectives inside and outside the country
(Nweke, 2012, 22) and thirdly, to improve and to remodel the communication process between
foreign affairs ministries and embassies and between the diplomatic missions of a state (Hocking
and Melissen, 2015).
In the diplomatic arena, digital diplomacy covers various perspectives, as following (Hocking
and Melissen, 2015):
Changing foreign policy environment: the internet emergence accelerated information diffusion
due to high transmission speed and very low costs. Currently, information dispersion through ICT
technologies has a considerable impact on governance and power diffusion, producing changes on
former and speeding the latter. Thus, through internet, information spreads quickly, at low cost and
with a small number of intermediaries, becoming a resource of power because access barriers are
reduced or even eradicated. In these circumstances, private individuals and organizations, NGOs or
corporations, play an increasingly role in world politics to the detriment of governments (Nye,
2012). In other words, global mass communication and ICT development represent challenges to
the traditional way of managing international relations, dispersing authority in multiple directions,
increasing global civil society activism and leading to an expansion of global trade and finance.
Online telecommunications have enabled greater connectivity between individuals, institutions and
communities, digitization leading to acceleration of decision-making process and requiring govern-
ments to become real time actors, their capacity to mobilize digital assets being a significant factor
of digital environment (Potter, 2002; Hocking and Melissen, 2015).
Knowledge and resources management: this second perspective refers to the management and
analysis of growing information flows. As sources of power have become more diffuse and decen-
tralized and public finances have either remained constant or declined, governments tries to adapt,
internet being one suitable solution. In this case appears a paradox, since quickness and ease of
online communication also enable faster rumors spread, controlling them becoming a challenge for
diplomats. As in an interconnected world more communication does not guarantee better commu-
nication, but on the contrary most often it multiplies the possibility of misunderstanding and misin-
terpretation, there is a need to create a tie between government information and cultural relations.
Last but not least, this dimension highlights the use of digital technologies as tools to manage more
!
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
322
efficiently the daily diplomatic activity, including communication, networks or hierarchical proce-
dures (Copeland, 2013; Snow, 2009; Nye, 2012; Hocking and Melissen, 2015).
Cyber policy agendas: this perspective embodies various sub-dimensions, like cyber govern-
ance, Internet freedom, cyber warfare or cyber security. Taking into consideration that in today
diplomacy the public is of paramount importance, governments find themselves in a dilemma re-
garding control and although it is important to generate soft power this is not always simple espe-
cially in the cyber era (Nye, 2012). Therefore, digital disruption and its impact on governments
require taking advantage of resources such as infrastructure, networks, software and human ability
to create, control and transmit electronic information, a phenomenon known in the literature as
“cyber power”. In a detailed definition, “cyber power is the ability to achieve the desired results by
using interconnected electronic information resources” (Nye, 2012). In this context, cyber power
appears to be dependent on information management, the effectiveness of this process depending
on the model of managing large amount of information and on the degree of confidence in the
available data and security systems (Westcott 2008). Consequently, internet governance has become
a new topic in relations between states as it requires international regulation of cyber space environ-
ment by developing, in the first instance, globally dialogue and cooperation formats (Barston 2014).
E-governance and e-participation: this facet is associated with diplomatic services delivery and
broader public participation in policy shaping. These imply especially building relations with for-
eign citizens, consular and crisis management and constructing and managing networks. Digital
tools have a high potential to stimulate citizens to be actively involved in their society life, both
home and abroad. In this context, social networks and digital communication instruments complete
the traditional diplomatic mechanisms for managing international affairs, making them more effec-
tively (Martin and Jagla, 2013; Hocking and Melissen, 2015).
2.3. Digital tools impact on traditional diplomatic practices
As previous paragraphs highlighted, digital diplomacy is a new instrument, being complemen-
tary to traditional diplomacy. Digital disruption offers several new tools for managing foreign
affairs and, even if diplomacy remains conducted mainly by national governments as they hold
the levers of law and power (Westcott, 2008), it impact both on diplomatic processes and on
diplomatic structures (Hocking and Melissen, 2015).
2.3.1. Implication on diplomatic processes
Firstly, as regards the perspective of changing foreign policy environment, digital diplomacy
weakens control over information flows, implies the necessity to develop online skills, requires
strategies to obtain targeted policy results and accentuates the importance of leadership in infor-
mation management. Secondly, related to knowledge and resource management, digital diplo-
macy impacts on data flow management and evokes new representation modes with potential to
save resources, as for example laptop diplomacy. Moreover, if one analyzes cyber policy agenda
perspective, there appear that digital diplomacy poses challenges on cyber spaces management in
order to reduce the risk of cyber-attacks. Fourthly, e-governance and e-participation facet under-
lines that digital diplomacy is a new way to achieve foreign policy aims and to provide online
public services such as trade and investment support, travel advice, passport and visa applications;
also, it offers new ways to communicate and to build reputation or to manage crisis effectively
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
323
and efficiently, but it emphasizes challenges related to data confidentially or diplomats readiness
to change their current working way.
2.3.2. Implication on diplomatic structures
The impact of digital tools on diplomatic practice is felt in terms of organizational capacity of
ministries of foreign affairs and diplomatic missions. Therefore, the institutional adaption, even
if it is necessary, is a slow process, the subject being rather received with reluctance by the dip-
lomats. However, digital diplomacy offers new working methods, so there is a need to integrate
it in the organizational structures of MFAs. In other words, digital diplomacy is not only an an-
swer to the online networks growth, but also a way through which ICT can be included in the
daily diplomatic work, making it more efficient in this era of exponential changes (Hocking et
all, 2012).
Moreover, to fulfill diplomatic functions in the digital age, MFAs should reform themselves,
this process being two-folded: training and management and trust building. The first direction is
based on the challenges faced by diplomats as they will work with networks of foreign audiences
constantly growing. Therefore, they have to be prepared to answer quickly and strategically to
new attitudes of other states and of international society. In a broader sense, a culture of using
ICT in diplomatic practice will evolve, the professional background of actual and future diplomats
including courses about how to use ICT and social media.
As concerns the second direction, trust building between governments and between them and
foreign audiences, this is a key diplomatic exercise. Therefore, digital diplomacy has an utmost
impact on growing or reducing political trust and it is an incentive for a more active involvement
of citizens in the community life. A country image is influenced by online campaigns, through a
combination of actions, words and images. Some communication methods are more suitable than
others to transmit messages to targeted audiences and, in this context, the private sector involve-
ment perceived as trustworthy can legitimate diplomatic actions (Martin and Jagla, 2013).
All in all, in the digital age, digitization of diplomatic work is the essence of keeping MFAs’
competitiveness. Consequently, the number of ministries and diplomatic missions that provide
online services is constantly growing. Additionally, digital communication technologies have the
potential to involve not only foreign authorities, but also foreign public opinion in subjects related
to foreign policy. As regards the changes that internet, especially social media, determined inside
MFAs and diplomatic missions the need to keep their attractiveness accentuates the trend of dip-
lomats professionalization, they being trained to be familiar with digital tools and to use them at
their maxim potential. Also it determines organizational changes, as, for example, the formation
of new departments specialized in online communication (Hocking and Melissen, 2015).
3. Case Study: Digitization impact on Romanian and Belgian national diplomatic systems
To examine the impact of digital disruption on diplomacy, the following section presents the
implication of digital tools on Romanian and Belgian diplomatic systems. Both countries are
members of the European Union, the former being still a novice, while the second is one of the
founders and strong internationally orientated (Westcott, 2008). In this context, a comparative
overview of the diplomatic structures will highlight how digital diplomacy is experienced in spe-
cific countries with different international profiles; thus the present case study will analyze the
!
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
324
impact of digital tools both on structures and processes of MFAs to outline how foreign affairs
are managed in Belgium and Romania in the digital age.
3.1 Digitization impact on diplomatic structures
Over last years, ICT became part of daily activity both of Romanian and Belgian MFAs. To
respond to these technological changes, they adopt different strategies to accommodate their or-
ganizational structures in order to remain efficient. Therefore, inside the Romanian MFA, the
Press Office disseminates public information and it manages communication in social media.
As regards Belgian MFA, it embodies in its organizational structure an ICT Department and a
Press and Communication Department. The former has technical tasks, managing telecommuni-
cation infrastructure, while the latter stays in contact with public opinion. One special feature in
Belgian MFA is that Press and Communication Department includes the Media and Communica-
tion Service which is responsible to manage ministry’s social media accounts (Belgian MFA web-
site, 2015).
Another dimension of diplomatic structure examined is the personnel. The interviewed repre-
sentatives emphasized that understanding the importance of public communication by all diplo-
mats is essential. Thus, inside the Romanian MFA there is an approach of informal learning, both
for current and future diplomats because digital competences are considered to evolve as natural
habit and it’s necessary only to create the “reflex” to use them at work. The Belgian MFA has a
different approach, focusing on staff training through specific workshops for all diplomats and
special training sessions for those going to post.
Another sub-dimension here refers to Romanian and Belgian MFAs’ websites that became
part of their internal structure. Moreover, in order to use this tool at its maximum potential, the
websites of Belgian embassies were renewed in 2013, being country-specific, rather than specif-
ically for an embassy or consulate (Belgian MFA Activity Report 2013). As concerns the websites
of Romanian diplomatic and consular missions and the online portal of Romanian MFA, they are
connected to their social media accounts, each having its own content adapted to the specificities
of its jurisdiction space. All these highlight that embassies’ importance increase, they acting au-
tonomously. Therefore, neither Romanian MFA nor Belgian MFA monopolize foreign affairs
management anymore, they being contact points or coordinators of a broad network composed
by other public authorities, NGOs or private stakeholders.
3.2 Digitization impact on processes
Both Romanian and Belgian MFAs’ activities are a blend between online and offline, this mix
referring to foreign policy environment, knowledge and resources management, cyber policy
agendas and e-government and e-participation.
Firstly, as the previous chapter underlined, ICT affects the environment in which diplomats
operate, this being more and more interconnected and interdependent. In this context, both Ro-
manian and Belgian diplomatic systems are challenged because the immediate availability of in-
formation requests fast reactions and because domestic policies impact not only at national level,
but also internationally. Moreover, as both countries are EU members, their internal and external
policies follow the trend establish at EU level, being in accordance with the European agreements.
Therefore, both Romanian and Belgian diplomats are internationally orientated and able to cope
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
325
with a wide range of policy areas. Analyzing the activity reports of Belgian MFA during 2003-
2013 (Belgian MFA website, 2015), one can notice that Belgian policies and activities are prior-
itized according to the developments on the international arena at a given moment. Similarly,
Romanian diplomacy supports the fulfilling of European objectives and acts to manage foreign
affairs in line with the values agreed internationally (Romanian MFA website, 2015).
Secondly, as respect knowledge management and resources, both Romanian and Belgian dip-
lomatic systems are still involved in a process of technological modernization, improving their
ICT infrastructure. Belgian MFA worked to incorporate digital tools in the daily operating prac-
tices, some example referring to the introduction in each Belgian consular mission of a high tech
biometric system for visa, passports and electronic identity cards or to the equipment of all Bel-
gian diplomatic missions with the adequate crisis communication assets. Moreover, in order to
have a better overview of the management of Belgians world-wide, Belgian missions implement
a crisis program that allows them to collect and store data about those living in their jurisdictional
perimeter. In Romanian MFA, there is a similar approach, reflected, for example, during the Lib-
yan conflict, when the Romanian consular offices in Tripoli created a database of Romanians in
their area to permanently communicate with them by internet and telephone. Another key aspect
linked with knowledge management is information that is contextualized in the diplomatic pro-
cesses (Kurbalija, 2002). Both Romanian and Belgian diplomats interviewed highlighted they
collect information from various sources, including social media networks, and they added that
inside their ministries there is a strong concern for an efficient digital communication. Thirdly, as
respect cyber policy agenda, both Belgian and Romanian MFAs support Internet openness and
individual freedoms and they act according to Cybersecurity Strategy of the EU (Belgian MFA,
Activity Report 2012-2013, Romanian MFA website). All these show that, as ICT emerging con-
nected public policies to cyberspaces, both Romania and Belgium are aware of the importance to
establish a common international cybersecurity policy and they put in place efforts to actively
contribute to its developing and to act in relation to international agreements.
Fourthly, e-governance and e-participation perspective outline the tools used by the two min-
istries to communicate and to deliver services. Romanian MFA uses four social media platforms:
Facebook, Twitter, Flickr and YouTube. The first three are also used by the Belgian MFA, this
using also vimeo. Another sub-dimension here is related to data published on social networking
platforms. Largely, these are the same as on the official website, but they are presented in a dif-
ferent manner, adapted to the specificities of each network. On Romanian MFA Facebook page
the posts refer mainly to public diplomacy actions and on Twitter Page to minister’s activities or
to political events or policies with international impact. Belgian MFA uses social networks to
`amplify existing information on the website` (Belgian diplomat, interview, 2015). Its Facebook
informational content is translated in three languages English, French and Dutch and it refers to
ministry’s activities, to key subjects on public agenda, to consular services or to travel tips and
strengths of Belgium, while information transmitted on Twitter is `short and fast, almost instan-
taneous` (Belgian diplomat, interview, 2015) and refers to the political work of the ministry and
of the minister. Belgian MFA considers that Facebook addresses to general public, national or
foreign, while Twitter is for journalists and professionals. Alternatively, Romanian MFA’s Face-
book page is addressed to Romanian public, the working language being Romanian, while Twitter
account, primarily in English, is dedicated to foreign public. Last but not least, e-government and
e-participation is strongly connected with the impact on publishing on social networks. In this
!
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
326
regard, between the followers on Romanian MFA Facebook page (Ministry of Foreign Affairs,
Romania, August 2015) and those on the Belgian one (Diplomatie.Belgium, August 2015) the
difference is considerable: approximately 12000 compared to approximately 6000. As concerns
Twitter, international statistics show that the situation is reversed, Belgium ranking 67 out of 152
in terms of number of followers, while Romania 109 out of 152 (Agence France Press, E- Diplo-
macy Index). According to the diplomats interviewed, social networks contribute positively to
their work because these allow them not only to reach various segments of the public, but also to
evaluate their activity. Therefore, the Romanian diplomat said that social media is a complemen-
tary tool to official information sources and they have to take it into consideration, monitoring
networks and providing appropriate answers to user’s comments. Belgian representative argued
in the same direction, stating that on social media, information spread faster, is more large, more
accessible and easier to access by the general public who can easily obtain data and communicate
from faraway geographical locations. All in all, the statements of the two diplomats highlight the
positive contribution of digital diplomacy which is an adjuvant in their daily diplomatic work.
4. Conclusions
The present paper examined the extent to which digital diplomacy defines changes both in
structures and processes of ministries of foreign affairs.
Firstly, as general conclusion it may be stated that digital disruption determines significant
changes in the diplomatic systems of the 21st century from two perspectives: the role of diplomatic
missions and of ambassadors is increasing as poles of quasi-independent decision makers while
the role of ministries of foreign affairs is weakening. The instant access to information, the need
for immediate reactions, the reducing need for close coordination of diplomatic missions by the
ministries, the increasing power and influence of ambassadors, the budgetary constraints that af-
fects all foreign ministries and the quality and number of diplomats in ministry compared with
those in posts abroad represents factors that will determine, in the near future, the translation of
some activities from headquarter to diplomatic missions. This will lead to a decline in the coor-
dination role of headquarters, their activities being limited to their own actions and those of the
ministers, to analysis, planning and setting MFAs’ strategic directions and to administrative and
financial management.
Secondly, the study highlighted that new technologies, especially social media, revolutionized
the manner of sharing information and of attracting foreign audiences in the sense that through
few online platforms diplomats have the potential of a strong informational penetration, data be-
ing transmitted quickly to millions of people. The rather huge number of followers highlights that
social media stimulates public involvement in foreign policy implementation. On the other hand,
dealing with huge amount of data will require from the MFAs new capabilities in terms of per-
sonnel and technologies.
Thirdly, in terms of using new technologies in media, adaptation of foreign ministries was
done differently. Thus, as concerns the organizational structure, digital/social media activity has
been integrated into the work of each mission, being a tendency for assigning it to an already
existing service: The Press Office in Romania and the Media and Communication Service in Bel-
gium.
Cercel, M.O., Saftescu, R.G. (2015). Digital diplomacy-perspectives and impact on traditional diplomatic prac-
tices-case study: Digitization impact on Romanian and Belgian national diplomatic systems. International
Journal of Social Sciences and Education Research, 1 (2), 318-328.
Copyright © 2015 by IJSSER
ISSN: 2149-5939
327
Fourthly, as regards social media, the research revealed that the main social networks used by
ministries are Facebook and Twitter. Differentiating between them is based on technical criteria,
as for example the number of characters allowed or the target audience. In interviews, both dip-
lomats spoke comparatively about Twitter and Facebook. The former is targeted to experts and
professionals while the latter to general audience. However, certain traditionalism in not encour-
aging diplomats to express personal positions is found in both ministries. From experience, we
found that this attitude is typical to continental European diplomacy that is more traditionalist
than the British or American one.
Fifthly, with reference to the digital skills of diplomatic staff, the interviews identified a dif-
ferent approach of the two ministries. Thus, while Romanian MFA values digital skills acquired
informally, in the context in which technologies have become part of everyday life, the Belgian
MFA develops digital competences at institutional level through dedicated workshops and train-
ing sessions. This different view is kept in terms of digital skills of future diplomats. In this re-
spect, the Romanian MFA cultivates a non-formal learning approach and it does not test digital
competences in the admission exam, while the Belgian MFA evaluates them in the procedure for
admission in the Diplomatic and Consular Corps. Additionally, social networks are adjuvants to
the traditional manner to manage foreign affairs because they have a significant impact on
strengthening or diminishing confidence and they are also incentives for an active involvement
of citizens in the community life. Therefore, the integration of digital tools, both in the diplomatic
structure and processes and their optimal use represent a precondition for diplomacy to stay effi-
cient in the digital 21st century.
Last but not least, the limits of our investigation are determined primarily by the preeminent
qualitative character of the methods and approaches used in research. Information obtained
through interviews was linked with literature and officials documents to avoid an image based
only on official rhetoric. Another limit refers to interviews and it is related to the process of data
collection – contacting diplomats was rather a difficult process and therefore there was conducted
only one interview per country. In order to a deeply understanding of the subject, in further papers
we envisage to use a more complex methodology, including interviews and focus groups with
experts as well as surveys with national and foreign citizens to explore their perception on how
digital tools are used by diplomats and to discover solutions to make full use of them in order to
increase diplomatic actions efficiency.
Acknowledgment
We would like to bring our gratitude to the diplomats from the Romanian Ministry of Foreign
Affairs, the Federal Public Service Foreign Affairs and the Romanian Embassy in Brussels, and
to the researchers from the Egmont Royal Institute for International Relations participating to our
research.
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