Title: Digital public diplomacy on Twitter? The case of @sweden

Authors: Helen Hoffmann

Addresses: Euroculture Programme, Department of Theology University of Uppsala, Engelska parken, Thunbergsv. 3 B, Box 511, SE-751 20 Uppsala, Sweden

Abstract: The official Twitter account of Sweden is given to a different citizen every week, who is asked to share his/her view of Sweden. The project named 'Curators of Sweden' portrays itself as the country handing over the nation's Twitter account, thus making it an organ of the state. This study pursues the question of whether @sweden can be considered a form of digital diplomacy. Through media analysis and interviews with those involved, the study compares the theoretical demands on the account with the reality. We conclude that Curators of Sweden does not fulfil the criteria for a digital diplomacy but instead is part of well-concerted nation-branding. The usage of Twitter conveys a powerful meta-message of an innovative, open Swedish nation. On a general level, we argue that Twitter offers several benefits for public diplomacy but we also draw attention to the problems of representativeness and the digital divide.

Keywords: digital diplomacy; public diplomacy; Twitter; Curators of Sweden; social media; nation branding; Visit Sweden; Swedish Institute; public diplomacy; representativeness; digital divide.

DOI: 10.1504/IJDIPE.2015.073931

International Journal of Diplomacy and Economy, 2015 Vol.2 No.4, pp.278 - 298

Published online: 30 Dec 2015 *

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