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“Digital Diplomacy in India: Virtual Networks, Real Gains”

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UNIVERSITÉ PARIS SORBONNE ENA Ecole des Hautes Etudes en Sciences de l’Information et de la communication Ecole Nationale d’Administration Master Professionnel 2e année Option : COMMUNICATION DES INSTITUTIONS PUBLIQUES “Digital Diplomacy in India: Virtual networks, Real gains” Nom et Prénom : Soodan Sarvjeet Promotion : George Orwell Option : Communication des Institutions Publiques Soutenu le : 23 septembre 2016 Mention : Note du Mémoire : Acknowledgements: I would first like to thank Ms. Boursin, professor, CELSA UNIVERSITY, Paris Sorbonne for her guidance and support. Thanks are also due to the staff of Ecole Nationale d’Administration, most of all, Ms. Blaison for her constant availability regarding all our queries and doubts. My colleagues in diplomacy, who took time to respond to my survey despite their hectic schedules deserve a special mention. Last, but not the least, my friends and family, whose love and motivation keeps me going in all my pursuits. Sarvjeet Soodan 2 List of the graphs and charts used Part I The active social media presence of Indian diplomacy Page 22 Screenshots (3) showing MEA app and services provided by the ministry Page 24 Digital Diplomacy Review 2016 Top 10 countries Page 25 Most Followed Leaders 2016 (No. of Followers) on Twitter Page 26 Narendra Modi’s most retweeted tweet and fourth by any leader Page 27 Most Effective World Leaders 2016 on Twitter Page 28 Modi’s Twitter Audit Report Page 29 Obama’s Twitter Audit Report Page 30 Most Listed World Leaders 2016 on Twitter Page 31 Part II Make in India logo Page 38 Rescue in Yemen- Scale of Operations and its Success Page 42 Part III Pie Chart showing how the extent of social media as perceived by diplomats Page 47 Graph showing utility of social media in consular/crisis diplomacy Page 48 Graph showing utility of social media in economic and commercial diplomacy Page 48 Graph showing utility of social media in cultural diplomacy Page 49 Graph showing utility of social media in political diplomacy Page 49 Graph depicting advantages of using social media Page 50 Graph depicting the results/effects of increased social media use Page 52 Pie Chart showing the greatest success of digital diplomacy Page 53 Graph showing various recommendations regarding use of social media made by the diplomats and leaders Page 54 Graph showing foreign policy goals that can be achieved through social media 3 Page 55 Pie chart depicting reactions to the developments in Communication Technology Page 56 Best social media platforms Page 56 List of networks used by MFAs to build their social presence Page 57 Pie Chart showing the various platforms used by the Indian diplomats Page 58 Top Active Social Platforms in India Page 59 Digital in India- showing key digital statistical indicators Page 60 Social Media Use- Monthly active user numbers on the most active platform Page 61 Pie Chart showing obstacles to success of digital diplomacy in India Page 62 Facebook User Profile- Detail of Facebook users by age group and gender Page 66 4 INTRODUCTION ........................................................................................................................... 7 Part 1: The Rise, Scope and the Potential of digital diplomacy and mapping its spread in India: .................................................................................................................................................. 11 1.1 Changing face of Diplomacy ............................................................................................... 11 1.1.1 Changing Audience and Actors ................................................................................................11 1.1.2 Changing Subjects and Priorities .............................................................................................12 1.1.3 Changing Methods and Means ...............................................................................................13 1.2 Public Diplomacy ...........................................................................................................................13 1.3 The Global Rise of Digital Diplomacy ..................................................................................... 14 1.4 Growth of Public Diplomacy in India: ..................................................................................... 17 1.4.1 The reasons for having a dedicated branch in Ministry of External Affairs: ............................17 1.5 The Digital Diplomacy boom in India – Background, Facts and figures: ................................... 20 Partial Conclusion of Part I: ..................................................................................................... 32 Part II Diplomatic aspirations of India – Past, Present and Future ........................................ 34 2.1 Cultural Diplomacy ............................................................................................................ 35 2.1.1 International Day of Yoga ...................................................................................................36 2.1.2 Cultural festivals in foreign countries ..................................................................................37 2.2 Economic Diplomacy.......................................................................................................... 37 2.2.1 Make in India ......................................................................................................................38 2.3 Consular Diplomacy ........................................................................................................... 39 2.4 Political Diplomacy ............................................................................................................ 41 Partial conclusion of part II: .................................................................................................... 43 PART III Digital Diplomacy: Hopes and fears-an insider analysis ........................................... 45 3.1 Analysis of the survey results: ...................................................................................................46 3.1.1 The extent of social media use by different agencies of the Government of India, involved in diplomatic work: ..............................................................................................................................46 3.1.2 The utility of social media for different diplomatic objectives viz traditional (political) diplomacy, economic and commercial diplomacy, cultural diplomacy and for consular services and crises situations. ...............................................................................................................................47 3.1.3 Most important advantage of social media ........................................................................49 3.1.4 The most remarkable results produced by the increased use of social media over the last five years: 50 3.1.5 The greatest digital diplomacy success so far: ....................................................................52 3.1.6 Recommendations regarding the use of social media by diplomats and political leaders? .53 3.1.7 Foreign policy goals India can achieve by mobilizing world public opinion through social media. 54 3.1.8 Reactions to developments in communications technologies and interpretations of their implications for diplomacy. ..............................................................................................................55 3.1.9 What are the obstacles to the success of digital diplomacy in India? ..................................59 3.2 Important observations and suggestions: ........................................................................... 62 Partial conclusion of Part III .................................................................................................... 67 Final Conclusion ........................................................................................................................ 68 Annex ........................................................................................................................................ 73 Bibliography .............................................................................................................................. 78 Abstract 82 Keys Words ......................................................................................................................................82 5 6 INTRODUCTION I. Presentation of the subject: “Diplomacy is the established method of influencing the decisions and behavior of foreign governments and peoples through dialogue, negotiation, and other measures short of war or violence”.1 Historically, diplomacy meant the conduct of official (usually bilateral) relations between sovereign states, but like any other art or science, over time, it evolved significantly in its methods and practices. By the 20th century, the multilateral diplomacy took centrestage. The two world wars, the prelude to them and their aftermath were the greatest experiments in the conduct of multilateral diplomacy in the modern times. Another very significant change that occurred in the practice of diplomacy in 20th century was the involvement of public in the domain of diplomacy. Diplomacy, hitherto a domain confined only to official business between governments of the sovereign states breached the confines of this definition. Direct communication between the government of one country and the population of another, which so far was considered as a breach of sovereignty
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