DIGITAL DIPLOMACY AS THE INTERNATIONAL SECURITY CHALLENGE AND PRACTICE OF THE REPUBLIC OF SERBIA

Danijela M. Bjelja

Abstract

Through this paper, the author claims that modern diplomacy
keeps pace with the times and enriches traditional diplomatic activities
with new models of communication in line with ICT development. Many
diplomats today perceive modern technology and social networking,
especially twitter communication, as a powerful channel for digital
diplomacy, and at the same time demonstrate the technological literacy
for the 21st century. However, as we determine with this work, not all
tweets are shaped by a careful diplomatic language and style, although
they are written by senior officials, and sometimes they turn into
hashtag wars between the embassies and the foreign ministry, and then
into more serious diplomatic conflicts, that burden relations.
We conclude that with the pro-active digital diplomacy Republic
of Serbia has the opportunity to promote Serbian values, economic
and military potential, tradition and culture within individual content
posts every day. The author is of the view that in digital diplomacy
it is extremely important to take into account the peculiarities of the
style of diplomatic communication, namely the clarity, conciseness
and accuracy in diplomatic message, as this is the only way to prevent
potential security risks, especially in the area with a warfarehistory.
The author confirms that Serbia’s digital diplomacy awareness
exists but is still at the early stages. Numerous advantages of such
diplomacy, i.e. better foreign policy positioning in the international
arena, the creation of a more positive image of the state, remind us that
the perspectives of digital diplomacy, its increased use and development
are still open to our country. We believe that it is necessary for state
toutilize such opportunities and that all state officials should serve as a
good example of national digital literacy, rather than ignore the existence
of a modern technological reality in international communication.

References