Application of public diplomacy in new media platforms: The case of tika

Abstract

Public diplomacy practices carried out by states and non-state actors are instantly presented to the public of other countries thanks to the new media. This makes it easy to determine the level of influence of a public diplomacy practice on the public opinion of countries and helps states to produce new public diplomacy policies and to improve existing policies. In addition, new media allows one state to spy on public diplomacy practices conducted by another state and provides tips for taking action against it. This study aims to answer the question of how the practices of public diplomacy are shaped in new media environments. For this purpose, the Twitter account of the Turkish Cooperation and Coordination Agency (TIKA) was chosen as a case study and a netnographic study was conducted. © 2023 by IGI Global. All rights reserved.