Issue 2 (20), 2020
MFA VIRTUAL
PROMOTE
REPRESENT INSTRUMENTS BUSINESS CYBER DIGITAL COMMERCIAL PUBLIC COMMUNICATIONS
REALPOLITIK TWIPLOMACY
DIPLOMACYCHALLENGES PRESENCE TRADE
CONVENTIONALEFFECTIVENESS TECHNOLOGIES NNI S
• CONVENTIONAL DIPLOMACY • DIGITAL DIPLOMACY • QUARANTINE DIPLOMACY 5YEARS UA: Ukraine Analytica · 2 (20), 2020 1
BOARD OF ADVISERS
Dr. Dimitar Bechev (Bulgaria, Director of the European Policy Institute) Issue 2 (20), 2020 Dr. Iulian Chifu Analysis and Early Warning Center) (Romania, Director of the Conflict Diplomacy Amb., Dr. Sergiy Korsunsky (Ukraine, Director of the Diplomatic Academy under the Ministry of Foreign Affairs of Ukraine)
Editors Dr. Igor Koval (Ukraine, Rector of Odessa National Dr. Hanna Shelest University by I.I. Mechnikov) Dr. Mykola Kapitonenko Marcel Röthig (Germany, Director of the Representation of the Friedrich Ebert Foundation in Ukraine) Publisher: Published by NGO “Promotion of Intercultural (United Kingdom, Head of the Russia Cooperation” (Ukraine), Centre of International James Nixey and Eurasia Programme at Chatham House, the Royal Institute of International Affairs) of the Representation of the Friedrich Ebert Studies (Ukraine), with the financial support Foundation in Ukraine, the Black Sea Trust. Dr. Róbert Ondrejcsák (Slovakia, former State Secretary, Ministry of Defence) UA: Ukraine Analytica analytical journal in English on International is the first Ukrainian Amb., Dr. Oleg Shamshur (Ukraine, former Relations, Politics and Economics. The journal Ambassador Extraordinary and Plenipotentiary of is aimed for experts, diplomats, academics, Ukraine to France) students interested in the international relations and Ukraine in particular. Dr. Stephan De Spiegeleire (The Netherlands, Director Defence Transformation at The Hague Contacts: Center for Strategic Studies) website: http://ukraine-analytica.org/ e-mail: [email protected] Ivanna Klympush-Tsintsadze (Ukraine, Head Facebook: https://www.facebook.com/ of the Parliamentary Committee on European ukraineanalytica Integration) Twitter: https://twitter.com/UA_Analytica Dr. Dimitris Triantaphyllou (Greece, Director of The views and opinions expressed in the Center for International and European Studies, articles are those of the authors and do not Kadir Has University (Turkey))
Analytica, its editors, Board of Advisors or Dr. Asle Toje (Norway, Research Director at the necessarily reflect the position of UA: Ukraine donors. Norwegian Nobel Institute)
ISSN 2518-7481
500 copies
UA: Ukraine Analytica · 2 (20), 2020 1 TABLE OF CONTENTS
THE LIMITS OF DIPLOMACY’S EFFECTIVENESS ARE WHERE WE ARE ABLE TO EXPAND THEM...... 3 Interview with H.E. Amb. Dmytro Kuleba, Minister for Foreign Affairs of Ukraine
DIPLOMACY IN A WORLD TO COME ...... 6 Sergiy Korsunsky
CONVENTIONAL DIPLOMACY VS. DIGITAL REALITY...... 11 Viktoriia Gulenko
DIGITAL DIPLOMACY: HOW INTERNATIONAL ACTORS TRANSFORM THEIR FOREIGN POLICY ACTIVITY...... 19 Nataliya Pipchenko
CYBER DIPLOMACY: AN INTANGIBLE REALITY OR A FAIT ACCOMPLI?...... 26 Olga Rusova
TIME FOR A NEW DIPLOMACY? ...... 34 Andriy Voynarovsky
PERFORMANCE MEASUREMENT IN COMMERCIAL DIPLOMACY ...... 41 Piotr Hajdecki
“SHUTTLE DIPLOMACY” IN THE ARAB-ISRAELI CONFLICT: RETROSPECT AND REALITIES...... 50 Iryna Zubarenko
2 UA: Ukraine Analytica · 2 (20), 2020 DIGITAL DIPLOMACY: HOW INTERNATIONAL ACTORS TRANSFORM THEIR FOREIGN POLICY ACTIVITY
Dr. Nataliya Pipchenko Jean Monet Centre of Excellence, Taras Shevchenko National University of Kyiv
Communication technologies have created new opportunities for the promotion of states’ interests, ensuring interactive dialogue with the world. Digital diplomacy has gone beyond foreign policy institutions, reaching more target groups and changing the efficiency of the diplomatic missions’ activity abroad. After the first meeting between diplomats and officials, online technologies enable further communication through devices or social platforms as well as ensure regular receipt of information by potential audiences. As a result, the role of ambassadors is being reviewed, not in legal terms, but in the sense of transforming their activities in the host country. Sometimes diplomats can be transformed into media stars or lifesavers. The article also presents current positive practices of the USA, the EU, and Ukraine in digital diplomacy.
Technologies are changing the traditional nationality, taking into account cultural or understanding of communication in social characteristics of the communities1. foreign policy, which contributes to the transformation of feedback, conversion of Impact of the Internet on Diplomatic one-way communication into interactive Activity conversations, and development of new international ties. The interactive The development of the information components of modern communication space has led to an increase in the number of international participants. The state concepts of “sender” and “receiver” of remains one of the leading actors as the information,technologies haveturning modified them theinto classical active initiator of international communication, political actors. As a result, international which controls and manages the spheres of actors can have intense and unlimited foreign and domestic policy. Transnational corporations expand their external the audience, regardless of its location and informational and political influence on influence through collaboration with
1 This research was supported by the Erasmus+ Programme of the European Union within the Jean Monnet Centre of Excellence Project No. 611625-EPP-1-2019-1-UA-EPPJMO-CoE “Advancing European Studies in Ukraine: Interdisciplinary Approach”. The European Commission’s support for the production of this publication does not constitute an endorsement of
use which may be made of the information contained therein. the contents, which reflect the views only of the authors, and the Commission cannot be held responsible for any
UA: Ukraine Analytica · 2 (20), 2020 19 national media or investment in foreign do not always manage the processes in the global information space and should lobbying the interests of the transnational follow the trends created by leading online owners.regional Global and media local corporations media, efficiently mediate companies. At the same time, the role of between the source of information and the an individual is also growing because each audience, disseminating their corporate person with a minimum of communication interests through news. Civil institutions skills can be a political actor using a social media account. Besides, such “new actors” as alternative political and economic ideology hacker associations, quasi-states, or gaming inor host non-profit states, organisationsprotecting the can interests shape anof communities have an impact on international social groups, supporting human rights, relations and a state’s positioning in the carrying out charitable or environmental world. Using internet communication activities, and promoting social activity. instruments allows non-state international Social and political movements of anti- policy activities as well as demonstrate other groups without formal legal status participants to efficiently conduct foreign interactglobalists, with environmentalists, their members and pacifists, external or and economic processes by attracting audiences mainly through the internet and supportersprivate influence and spreading on international ideas in the political global network. states.2 can influence foreign or domestic policies of instruments, a state’s power is determined byUnder the thepossession influence of ofinformation communication and Technologies are changing communication technologies as well as the traditional understanding the status in the modern information «of communication in space. This leads to a new international foreign policy, which contributes confrontation where a country’s desire to the transformation of for global information domination creates feedback, conversion of one-way resistance and opposition from others.3,4 communication into interactive Internet governance has now become conversations, and development a political context because government of new international ties information infrastructure on increasing internationalofficials are awareinteraction of theand impactnegative of effects of the network for development of As a result, a new model of international the world community. However, the creation politics is emerging on the internet, of double infrastructure at the national level where commercial companies and civil cannot be a counterbalance for the existing organisations, together with states, act as internet system, since states are not ready to spend money on an additional information
political actors; therefore, influential states
2 Управление международной информацией, “Международные процессы” (A. Gumensky, International Information Management, “International Processes”), vol. 8, no. 1(22), 2010 А.[http://intertrends.ru/system/Doc/ArticlePdf/585/Gumensky-22.pdf Гуменский� , access: 15 April 2020]. 3 K. N. Cukier, Internet Governance, National Interest and International Relations, [in:] D. MacLean (ed.), Internet Governance: A Grand Collaboration, “Collection of Papers Contributed to the United Nations Global Forum on
4 M. Ermert, C. Hughes, What Is in a Name? China and the Domain Name System, China and Internet Politics of the Internet Governance”, United Nations: New York 2004, р. 276. Digital Leap, Routledge: London 2003, pp. 134-135.
20 UA: Ukraine Analytica · 2 (20), 2020 infrastructure that is still imperfect and skills. The advantages of digital diplomacy poorly developed. The ideas of Russia include overcoming political, economic, and Brazil on the creation of a separate cultural, and social barriers between national segment of the internet remain countries and nations, even in the face of unimplemented. Therefore, governments asymmetric technological development in should solve current international legal the world. Digital diplomacy furthers the issues in network regulation because key integration of political values and peaceful network resources (domain names, IP dialogue between different countries and addresses, internet protocols, etc.) have could be used as a basis for shaping world public opinion through the interplay of neutral. context and content of online messages. practical political significance and are not Given the prospects of growing impact of the internet on international relations, diplomatic staff should not only use the The essence of digital network as a communication instrument diplomacy is the use of methods, but also understand the mechanism of its «technologies, and instruments operation and foresee the consequences of with a profound soft ideological its use. Knowledge of the basic resources influence on the global public as of the network allows diplomats to manage well as the creation of fundamental political values and ideas or social media for supporting national interestsand efficiently or conducting use online platforms,foreign policy blogs, activity. Also, they have to understand the consequences of using the internet in the A combination of traditional foreign policy area of free speech, security, protection of activities with modern communication intellectual property rights, and privacy. We technologies allows presidents, prime should take into account that the activity of ministers, ministers, ambassadors to ministries of foreign affairs cannot be open actively use social media for communicating to a wide audience, so the rules of external with external and internal public. We can and internal communication help diplomats monitor their impact on international to interact with the target groups, ensuring a political processes. For example, BCW balance between privacy and openness. (Burson Cohn & Wolfe) conducted several studies called the Twiplomacy Study5 for The essence of digital diplomacy is the use of methods, technologies, and instruments and institutions and identifying not only theanalysing number social of mediafollowers accounts but alsoof officials ways on the global public as well as the creation ofwith fundamental a profound political soft ideological values and influence ideas leaders with the audience. According to perceived by people as own beliefs. As BCW,of efficient Twitter communicationis the most popular of platform political a result, we can see the changes in the used by government and foreign policy activities of diplomatic missions and the institutions for communicating and professional training of diplomats, who need informing audiences; Facebook is in the to have special communication tools and second, and Instagram is in the third place.
5 Twiplomacy Study, “Burson Cohn & Wolfe”, 2019 [https://twiplomacy.com/blog/category/studies/ access: 15 April 2020].
UA: Ukraine Analytica · 2 (20), 2020 21 Facebook pages are more popular among Virtual Ambassador, Virtual users than Twitter accounts. Embassy, and Web Portal of Diplomatic Mission: Pros and Cons Such advantages of social media as
interactivity are used by the ministries of DiploFoundation presents the types of foreignmultimedia, affairs, diplomatic personification, missions, and diplomaticNowadays, missions a non-profit on the organisation internet, among titled cultural institutions for disseminating which are: Virtual Ambassador, Virtual Embassy, and Web Portal of Diplomatic activity of different structures, providing Mission abroad. The difference between onlineofficial services, information, and communicating coordinating with the a virtual embassy and a diplomatic online target groups. At the same time, activities platform is that Web portals are additional of the communication departments of means for providing diplomatic activity in the ministries of foreign affairs deal with the host country, while a virtual embassy providing various information on national exists only online.6 Such a virtual embassy interest; the partner with whom diplomats not only provides a full range of diplomatic interact is an independent actor associated services but also plays the role of the with any organisation. The ministry cannot randomly set communication rules and be embassy could be established for7,8: official diplomatic mission abroad. A virtual fully open to the general public. • solving the issues of representation of small or poor countries in the world; Thus, social media platforms are instruments of foreign and domestic political activity that • providing diplomatic and consular can create conditions for developing friendly services to citizens in countries where relations between countries or have a there is a small number of diplomatic missions; and social processes in the country, region, • issuing e-visas; ordestructive the world. influence The use on political,of social economic,media in • supporting low-intensity bilateral foreign policy allows: relations; • to shape ideas on the country, state • developing bilateral economic ties; power, and political leader; • advocating special political interests, etc. • to provide up-to-date information for existing and potential audiences; A virtual embassy should not take over the • to attract the attention of several target functions of traditional diplomatic missions. groups for discussing current topics; The creation of a virtual embassy is necessary in cases when there is a need for interaction • to support direct communication with between the foreign policy institution and different groups (feedback); • embassyhigh-ranking in the officials host country. with the host country’s to increase the volume of quality traffic foreign policy office, and there is no physical on the official Web portal.
6 J. Kurbalija, E-Diplomacy and Diplomatic Law in the Internet Era, “DiploFoundation”, 2013
7 D. Kappeler, J. Kurbalija, A. Matteucci, et al., Virtual Embassies: Different Perspectives, “Second International [https://www.diplomacy.edu/sites/default/files/PeacetimeRegime-JK%20Chapter.pdf access: 15 April 2020]. Conference on Web Management in Diplomacy”, DiploFoundation, 2002. 8 D. Kappeler, Websites as an Instrument of Diplomacy, “Second International Conference on Web Management in Diplomacy”, DiploFoundation, 2002.
22 UA: Ukraine Analytica · 2 (20), 2020 Besides the described virtual diplomatic abroad and enhancing security of Web missions, there is also a Data Embassy9, infrastructure and data sharing based on cloud technologies. In particular, the the state’s territorial boundaries. The MyServices platform now supports the initiativedefined as is the being possession developed of a sinceserver 2017 outside by administrative activity of 95,000 users in 275 the Estonian government for ensuring state US diplomatic missions abroad. In addition, e-services and data continuity as well as it is planned to develop the platforms for avoiding negative effects of natural disasters, service (PaaS) and service infrastructure cyberattacks, power outages, or other crises. (IaaS) that will integrate the US Department Such an “embassy” builds on the principles of State into a common cloud @State system. of cloud technologies, but the state retains complete control and jurisdiction over the data and systems. The Data Embassy will have the same protection and immunity from 2003 to 2011, as a traditional embassy, meaning the approximately 40 virtual Estonian government proposes to apply «US representations were the principles of the Vienna Convention established, but after analysing regarding “physical” embassies and their their activity in 2011, it was decided to discontinue such websites because they were not popular Creatingterritorial virtual affiliation embassies to cyberspace. or virtual task forces allows us to involve experts in several programmes at once. Virtual meetings Virtual Presence Posts (VPP)11 without diplomatic meetings but save time and money.of officials Therefore, do not information replace technologies confidential US diplomatic missions. Such missions are necessary for modern diplomacy and representfull-time employeesthe country belong in a region to the through official allow non-stop interacting with the public, websites for supporting the diplomatic diplomats, and governments. relations or holding public events, while the diplomats make targeted visits as needed. In Current Practices of the USA, the EU, general, from 2003 to 2011, approximately and Ukraine in Digital Diplomacy 40 virtual US representations were established, but after analysing their activity Since the mid-1990s, the US Department in 2011, it was decided to discontinue such of State has been using the internet for websites because they were not popular. In multilingual communication with the international community and has created a virtual diplomatic missions abroad – the separate intranet for secure communication US2019, Virtual the Embassies State Department to Iran (ir.usembassy. retained five with missions abroad. The current Strategic gov) and San Marino (sm.usmission.gov), Plan for 2019-202210 focuses on deepening the US Virtual Consulate in Guinea-Bissau IT modernisation of diplomatic missions (gw.usmission.gov), as well as the US Virtual
9 Data Embassy, Estonian government, 2017 [https://e-estonia.com/solutions/e-governance/data-embassy/ access: 15 April 2020]. 10 IT Strategic Plan for Fiscal Years 2019–2022, United States Department of State, 2018 [https://www.state.gov/wp-content/uploads/2019/04/FY-2019-2022-ITSP_FINAL-508._with-Signature.pdf access: 15 April 2020]. 11 U.S. Government’s Overseas Presence, Office of Origin: M/PRI, 2 FAM 130, United States Department of State, 2019 [https://fam.state.gov/FAM/02FAM/02FAM0130.html access: 15 April 2020].
UA: Ukraine Analytica · 2 (20), 2020 23 Presence Post in Seychelles (mu.usembassy. YouTube, thematic accounts have been gov) and Comoros (mg.usembassy.gov). opened on national social media (Sina Weibo, Tencent Weibo, Flickr, or Storify), The State Department develops innovative indicating that the EU wants not only to projects and services on the use of social communicate with its audience in native media for promoting US foreign policy languages but also to take into account interests. In particular, accounts have been cultural features of different regions of the created on such media platforms as Twitter, world. For the correct Web presence of the Facebook, YouTube, Flickr, and Instagram. European Commission, the Europa Web Guide,12 Twitter provide information in Arabic, legal, technical, visual, and contractual rules, Spanish,For example, French, seven Portuguese, official Russian, accounts Farsi, on has been which created. defines Within the official the Europeaneditorial, and Urdu. US diplomatic missions have 1,159 Union, digital diplomacy instruments accounts on various social media; therefore, are used for supporting the EU’s political priorities, developing a common position on social media by the US government agencies international events, promoting economic havefor better been management, developed. In official addition, rules separate of using attractiveness of the European region, or online platforms, the Smart Traveler personal and professional communicating. Enrollment Program (step.state.gov) and MyTravelGov (travel.state.gov), have been Among the digital diplomacy tools of the created for travelling Americans. Ministry of Foreign Affairs of Ukraine, there is an online platform “Friend” (friend.mfa. The essence of the EU digital diplomacy is to gov.ua) for registering Ukrainian citizens form a positive media space on the regional and providing support in case of emergency. development of the European community The directorate-general for consular service and foreign policy initiatives of the Union of the Ministry of Foreign Affairs of Ukraine using online tools. In particular, more than developed an online platform “Trip Advisor” 216 accounts open on various social media (tripadvisor.mfa.gov.ua), which together platforms (Facebook, MySpace, Hyves, with “Friend” promotes safe travel of LinkedIn, Twitter, Blip, Flickr, Picasa, Daily Ukrainians abroad, protects their rights and Motion, YouTube, and Vimeo) for numerous interests, as well as seeks to create a positive attitude toward the work of Ukrainian consuls within the idea of #ConsulNearby. placeEU institutions, in the world allow for reachingEuropean the officials audience. and Based on these platforms and accounts of TheEuropean European thematic External projects Actionto keep theService, first Ukrainian diplomatic missions on Facebook, without replacing national foreign ministries, the programme “Protection” has been successfully complements the activity of launched for helping Ukrainian citizens who diplomatic missions of the EU member states were stranded abroad after the closure of through effective communication with the borders and the interruption of passenger world community using social media.
Intraffic the programmesince March of 2020. the Cabinet of Ministers delegations abroad have been created on of Ukraine, among the tasks of the Ministry socialAbout media; 142 official in addition accounts to the of globally the EU of Foreign Affairs of Ukraine attributed to digital diplomacy, there are the following:
popular profiles on Facebook, Twitter, and
12 The Europa Web Guide, European Commission, 2019 [https://wikis.ec.europa.eu/display/WEBGUIDE access: 15 April 2020].
24 UA: Ukraine Analytica · 2 (20), 2020 • the development of existing consular Innovations change the intellectual information systems (Visa, e-Consul, EU parameters of international relations and Visa Information System, “Friend”) for the nature of foreign policy institutions, the purpose of providing online consular shaping global awareness on the course services; • the integration of consular information systems into public registers and the missionsof international abroad. The events location and of a influencingdiplomatic provision of data exchange in “Trembita,” missionthe efficiency during of the the development MFA and diplomatic of ICTs which is developed and implemented is not so important because the access to with the support of the EGOV4UKRAINE the necessary information can be ensured and funded by the EU and its member through diplomatic online platforms. The states (Estonia, Denmark, Germany, beginning of 2020 demonstrated that ICTs Poland, and Sweden); and their skilful use can assist diplomats during organising day-and-night support of • the introduction of e-consular registration citizens abroad, conducting online meetings in Ukraine’s missions abroad. at various levels, creating online platforms The use of social media as an important for diplomatic activity, and disseminating diplomatic tool for informing foreign thematic cultural, economic, or social audiences about Ukraine and its foreign information about the country. policy is carried out through active communication of the Ministry of Foreign Affairs on Facebook, Twitter, Nataliya Pipchenko, Dr.Sc. (Political Sciences), YouTube, Instagram, and Telegram. is a professor at the Institute of International Since 2014, as a result of the aggravation Relations, Taras Shevchenko National University of Ukrainian-Russian relations, the of Kyiv, and Expert at the Jean Monnet Centre Ministry of Foreign Affairs revised the of Excellence. Since 2017, she is the consultant instruments for supporting Ukraine’s on communication at the Organization for foreign policy interests and initiatives, as Democracy and Economic Development – well as intensified the work of Ukrainian GUAM. Her research interests cover the issues diplomatic missions. The ministry of public and digital diplomacy, international improved information content of its online communication and global development, the platforms, introduced thematic sections activity of EU institutions in communications. She on foreign policy initiatives, carried out a has more than 100 academic articles and books, rebranding, and intensified multilingual among which are textbooks on digital diplomacy. dialogue with the public.
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ISSN 2518-7481 Issue 2 (20), 2020
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