Against the backdrop of the polarization created by Russia's invasion of Ukraine in February 2022 and growing competition between the US and China, a “battle for the hearts and minds” of the Global South is taking place, with the digital realm serving as a major theater for such a battle. Based on a review of the literature, an analysis of official documents as well as data collected via expert interviews with EU officials, this study delves into the state of the art of EU digital diplomacy toward the Global South, problematizing key concepts and categories; exploring the role of actors, audiences, and messages; and providing some policy recommendations.
Policy Implications
- The assumption that the EU is the sole bearer of universal – and often vague – values should be abandoned and a more concrete discourse developed in terms of interests should be embraced.
- The EU should become more assertive and “proactive” in its digital diplomacy with messages that are specifically tailored to “glocal” audiences, rather than being “reactive,” which means leaving the control of the narrative to rivals. In order to reach these objectives, more specific measures are in order, such as:
- Prioritizing the development of a shared social media culture, for instance in the context of the European Diplomatic Academy, would be important, as diplomats coming from different member states may have very different perceptions and convictions about if and how to interact with the public on social media.
- Creating a mechanism for delegations to provide systematic feedback about what works and what does not work in communicating with audiences in the Global South.
- Providing delegations on the ground with more leeway and resources to take bolder initiatives in the context where they operate, in order to enable them to deal with criticism and take control of the narrative without shutting down communication.
Photo by Pok Rie