Digital Diplomacy in the Era of New Media: The Complex Interplay of National Image, International Migration, and Electoral Politics

Abstract

The rapid development of globalization and new media has fundamentally altered the mechanisms by which national images are shaped, with digital diplomacy now extending a country's influence beyond traditional media. Unlike conventional state-directed communication, digital diplomacy enables a multi-dimensional dialogue where multiple actors—including international migrants—actively participate in creating and sharing narratives. This study first examines how new media empowers migrants as “unofficial ambassadors,” influencing public opinion in host countries and, in turn, shaping electoral preferences. These factors have gained increased significance in electoral politics, particularly as social media platforms amplify migration-related issues and sway voter behavior. Introducing a novel “New Media–Migration–National Image” framework, this research illustrates the intricate dynamics of cultural exchange, public opinion, and digital diplomacy’s evolving role in enhancing a nation’s soft power. Findings reveal that new media is crucial to digital diplomacy, enabling cultural exchange and cross-cultural dialogue essential for modern diplomatic strategies.