Digital diplomacy; a comparative study of social media platforms of developing country (Syrian Arab Republic) and developed country (Czech Republic)

Zeina Ali, BA

Master's thesis

Abstract:

This master's thesis focuses on Digital Diplomacy on social media as a niche topic within the field of soft power and international diplomacy studies. While major players in international politics like China, Russia, and the USA have been widely studied in this field, smaller countries like Syria have been almost ignored, especially those that have suffered turmoil recently. This thesis aims to shed light on Syrian Digital diplomacy by analysing the Facebook page of the Ministry of Foreign Affairs and comparing it to a more developed and established model, that of the Czech Republic. The research will compare the Facebook pages of the two countries' MFAs in terms of efficiency, popularity, and image presentation, analysing their relationship with their audience, audience growth, engagement, and content strategy. The data collected from the Facebook pages using Fanpage Karma showed that both pages maintain an engaging relationship with their audience, the Syrian MFA being especially popular among the Syrian diaspora abroad, while the Czech MFA uses its diplomatic connection and privilege at the EU to spread its content beyond its basic approximate.

Keywords

Digital Diplomacy, Public Diplomacy, Syria, Czech Republic

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2023

Thesis defence

• Date of defence: 31. 5. 2023
• Supervisor: Ing. Richard Selby, Ph.D.
• Reader: Dagmar Charvátová, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
European Agrarian Diplomacy