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EU Diplomacy 2.0: the European Union’S Exercise in Soft Power in the Philippines Through Facebook

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EU Diplomacy 2.0: the European Union’S Exercise in Soft Power in the Philippines Through Facebook S T U D I A P O L I T O L O G I C Z N E DOI:VOL. 10.33896/SPolit.2020.56.17 56 STUDIA I ANALIZY Manuel Enverga* EU diplomacy 2.0: The European Union’s exercise in soft power in the Philippines through Facebook STUDIA I ANALIZY Keywords: Digital Diplomacy, European Union, soft power, EU-Philippine relations Abstract: Digital diplomacy, also referred to as e-Diplomacy or Diplomacy 2.0, is a form of public diplomacy that entails the pursuance of foreign policy objectives using the Internet and social media. It is one of the ways that actors in contemporary global politics can exert soft power, thereby shaping a host country’s perceptions, agendas, and policies. The increasing use of digital diplomacy exemplifies a shift in diplomatic from purely government-to-government (G2G) relations, to one in which communication is directed towards publics (G2P), and can even encourage citizens to interact with one another (P2P). One actor that has become increasingly active in this area is the European Union (EU). However, unlike a country, the regional bloc is a coalition of twenty-eight member states. Consequently, the challenge for EU digital diplomacy specialists is to represent a group of countries to local audiences. There is minimal literature on this subject, and this paper hopes to contribute to it by presenting a case study of the EU’s digital diplomacy initiatives towards Philippines, which are communicated through the popular social networking website, Facebook. This paper argues that the EU exercises its soft power through its social media transmissions it creates. The individuals featured in its online * ORCID ID: https://orcid.org/0000-0002-7661-7782, Assistant Professor of European Studies at the Ateneo de Manila University in the Philippines. He also lectures at the Foreign Service Institute of the Philippine Department of Foreign Affairs. Many of his recent publications have focused on European digital, cultural, and public diplomacy. His teaching has focused on a diverse set of topics, which include European diplomatic practice, EU and ASEAN integration, and intercultural communication. 280 EU diplomacy 2.0: The European Union’s exercise in soft power… content, the way that the European Union represents itself, and the issues it highlights in its posts are all geared towards shaping the perceptions of Philippine audiences. Introduction One of the recent developments in diplomatic practice is the shift from a small club of high-ranking individuals negotiating with one another behind closed doors, to one that is more open to public scrutiny and involves a diverse array of actors, which include intergovernmental organizations (IGOs), businesses, civil society, and the media. Thus, contemporary diplomacy is characterized as more of a net- work, where influence can originate and be exercised in multiple directions by numerous actors1. Although states continue to have privileged rights within the international political system, their representatives no longer just interact with one another, they now have to engage foreign publics, and consider how they represent themselves in both online and offline fora. Consequently, Ambassadors can now be found interacting with civil society, academia, businesses, and the citizenry at large. Globalization has underpinned this transition from club to network. As the confluence of forces that have facilitated the movement of goods, people, ideas, and capital across borders, have made the world much more interconnected2. The increase in global ties has not been accompanied with a reciprocal development in institutions of governance. As such, the economic and social realities have over- taken the political ones, and the traditional diplomatic service has had to adapt to changes by becoming more transparent and open to engaging foreign publics3. In the age of globalization, one way that governments have sought to expand their sovereignty was through the formation of regional blocs, such as the Euro- pean Union (EU) or the Association of Southeast Asian Nations (ASEAN). These groupings allow individual states to increase their influence by working in coali- tion with others. The EU is particularly active in fields, such as trade, the environ- ment, and the provision of development aid. The European Union has also become 1 The following book chapter discusses the changing nature of diplomacy, which has shifted from discussions among small groups of individuals, to one in which diplomats now have to engage non-government actors and foreign publics: J. Heine, From Club to Network Diplomacy, [in:] A.F. Cooper, J. Heine, R.C. Thakur (eds.), The Oxford Handbook of Modern Diplomacy, Oxford: Oxford University Press 2013. 2 The following work discusses how globalization entails the intensification of connections among localities around the world: D. Held, Global transformations: Politics, economics and culture, Stanford, CA: Stanford University Press 1999. 3 For more on the relationship between globalization and diplomacy, see: A. Cooper, B. Hock- ing, W. Maley. Global Governance and Diplomacy, London: Palgrave Macmillan 2008. SP Vol. 56 / STUDIA I ANALIZY 281 MANUEL ENVERGA increasingly active in diplomatic activities, since its diplomatic representation, the EEAS, was formalized under the 2009 Treaty of Lisbon. It should be noted, however, that EU diplomats are exceptional because they represent a twenty- eight-member coalition, unlike other Ambassadors who pursue the interests of only one state. Although much of their work entails negotiations with state agencies, also known as government-to-government (G2G) interactions EU diplomats also engage in public diplomacy, communicating their positions and values to the citizenry of the country in which they are based, with the intention of reshaping the opinions of their audiences. The essential work of diplomacy is representa- tion4, and activities of this sort are increasingly done in cyberspace. Connectivity through the Internet has allowed diplomatic representatives to convey their mes- sages directly to publics (G2P) in their host country, or to encourage interactions among the citizenry of their state, and those of their host (P2P). Researchers have remarked that the United States has been a leader in this field, and has been supportive of digital diplomacy initiatives5. In 2002, the country established a Taskforce on e-Diplomacy, which was later renamed to the Office of e-Diplomacy6. The agency was strengthened through staff training and an increase in funding, and continues to be active until the present7. Since then, other governments have followed suit, with the British Foreign and Com- monwealth Office becoming more active in digital diplomacy in 2013, while in 2016, Australia’s Department of Foreign Affairs and Trade and Japan’s Ministry of Foreign Affairs both recognized the significance of information and communica- 4 For further reading on the contemporary practice of diplomacy, particularly the concepts of G2P and P2P, see the following: J. Pamment, Digital diplomacy as transmedia engagement: Aligning theories of participatory culture with international advocacy campaigns, «New Media and Society» 2016, Vol. 18, No. 9, pp. 2046–2062; C. Jönsson, M. Hall, Communication: an essential aspect of diplomacy, «International Studies Perspectives» 2003 Vol. 4, No. 2, pp. 195–210; P Sharp, For diplomacy: representation and the study of international relations, «International Studies Review» 1999, Vol. 1, No. 1, pp. 33–57. 5 The following article examines some of the ways that Facebook has been used as a tool for diplomacy: D. Spry, Facebook diplomacy: a data-driven, user-focused approach to Facebook use by diplomatic missions, «Media International Australia» 2018, Vol. 168, No. 1, pp. 62–80. 6 The institutional framework for digital diplomacy in the United States is discussed in: O.S. Adesina, Foreign policy in an era of digital diplomacy, «Cogent Social Sciences» 2017, Vol. 3, pp. 1–13. 7 Further reading on how governments have carries out e-Diplomacy are the following: F. Hanson, Revolution @State: The Spread of Ediplomacy, Sydney, NSW, Australia: Lowy Institute for International Policy; C. Hayden, Social media at state: power, practice and conceptual limits for US public diplomacy, «Global Media Journal» 2012, Vol. 21. 282 STUDIA I ANALIZY / SP Vol. 56 EU diplomacy 2.0: The European Union’s exercise in soft power… tions technologies as tools for pursing foreign policy8. Similarly, countries such as Sweden, Russia, Germany, France, Canada, and Israel have strengthened their presence online9. Other actors in global politics are still developing their diplomatic capabili- ties in cyberspace10. The European Union can be described as one such entity. Although it recognizes the importance of having a strong and cohesive online presence, the European External Action Service (EEAS), the EU’s diplomatic representation abroad, has only provided very general guidelines on how to go about pursuing its foreign policy online. In their Information and Communication Handbook for EU Delegations, the EEAS recognised that, ‘Digital age communi- cation tools and platforms, including Facebook, Twitter, Flickr, Youtube and blogs allow us to engage a wider audience in the work of the EU’s foreign policies’11. The term ‘digital diplomacy’ itself is not mentioned within the manual, but the document recommends measures for pursuing foreign policy objectives via online platforms. It states: EU Delegations are invited to follow and ‘like’ the existing EU accounts as well
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