Russian Twitter diplomacy in Indonesia and Malaysia before and after the 2022 invasion of Ukraine

Abstract

The digital transformation has redefined the diplomacy landscape, with pivotal events reshaping our perception of the Internet's role in international affairs. The rise of social media platforms has allowed governments to establish direct communication channels with foreign audiences, facilitating real-time interactions and the swift dissemination of information online. Diplomats no longer stand as the sole architects of state narratives. Instead, other social media users shape a state's perceptions and images. This paradigm shift underscores the profound transformation of diplomacy, leading to a substantial overhaul of the public diplomacy agenda. The efficacy of digital public diplomacy hinges on diplomatic actors' adept navigation of this altered landscape. This study analyses tailored communication of digital public diplomacy using Russian digital public diplomacy via Twitter in Indonesia and Malaysia as case studies. The Russian invasion of Ukraine in February 2022 serves as the backdrop for scrutinising Russian endeavours in digital public diplomacy in times of crisis. This study argues that institutional and audience factors play a significant role in shaping digital public diplomacy conduct. The study underscores the importance of tailored communication in achieving effective digital public diplomacy.