Digital Diplomacy in the Discourse of Global Policy

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The article presents a comparative analysis of the official presence on the Internet, including social networking sites, of the state diplomatic agencies of France, Italy, Russia, and others. A new form of "digital diplomacy" on the one hand provides new opportunities for the implementation of the state international politics, and on the other, imposes special requirements on its members. There is the feedback loop between the diplomatic and public agencies (a new phenomenon of the modern information society). Social media play an important role in shaping public opinion, which puts forward specific requirements for how information on the official pages of diplomatic offices in social networks. The new format of close cooperation between the public and diplomatic agencies makes the modern diplomacy more public and less restrained. In these circumstances, it is very important information without losing the initiative and applying new and modern means of communication with their particular style of communication, they can not fall the level of political culture, as happened with the diplomatic authorities of the USA and some other countries. Thus, the ongoing technological revolution complicates the interaction between the participants of international relations. The usage of digital technologies in the diplomatic activity opens up new possibilities for conducting a policy of «soft power» aimed to develop concerted action to overcome the political, social and economic crises, as well as develop the measures to prevent them.