Abstract:

In parallel with the change and development in communication technologies, diplomatic activities have also been transferred to the digital environment. The contribution of digital communication to diplomacy, especially in the field of public diplomacy, is to reach the target audience more effectively in a shorter time. This study aims to analyze the social media posts of the Turkish Republics Embassies located in Ankara in terms of public diplomacy. This study only includes Facebook posts between 1st March-30th April 2023. The study is a qualitative and document analysis study and content analysis technique was applied in the process of the data analysis. Even if there are likes and re-shares in the posts, there was no bilateral communication with the followers. Embassies mostly focus on cultural diplomacy in their posts, followed by tourism, international cooperation, defending country’s idea, economic diplomacy and science diplomacy respectively. Education, sports diplomacy, and NGOs were observed at a very low level. It would be beneficial for embassies to make social media posts by staff, employed for this purpose, to carry out public diplomacy activities with an integrated perspective, to share more posts and high-quality content to increase the number of followers, and to focus on the country's brand.

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