Country image construction in the international scene: tactic application of state authorized humour

Abstract

Today, digital diplomacy tools are used by governments in many countries in their efforts to build effective collaboration with an international audience. However, sometimes digital interaction with the audience takes forms unusual for the traditional understanding of diplomatic communication. For example, the use of humor in social networks is becoming the new reality of official diplomacy. It is not surprising that diplomats use humor to attract a foreign audience, but at the same time, this affects the formation of the country’s image. Little is known about the humorous interaction between official state actors and their target audience. The role of such communication in building the country’s image has not been studied. This paper analyzes the ability of humorous interaction between government officials and the target audience through digital communication channels to influence the formation of stereotypes regarding the country’s image. Methodologically, this study is a two-component content analysis of the news media and the Russian embassy Twitter account in London. The goals for which official state representatives use humor in the communication process are specified in the paper. In addition, the study attempts to analyze the basic components of the «image of the country» complex construct and to trace the role that humour plays in the formation of this image. The most obvious conclusion from this study is that a positive image of Russian humor is being formed among the followers of the Russian Embassy’s Twitter account. This perception outweighs the negative stereotypes about Russian humour broadcast by the press.