Image and Popular Culture in Digital Public Diplomacy

Abstract

Virtually everything in the modern society we currently live in has become digitalized. The digitalization in communication technologies, especially in the last 30 years, has digitized the field of public diplomacy as in every field, and the concept of digital public diplomacy has emerged. Individuals and institutions are evaluated according to their image, and those with a good image are appreciated, admired, and followed. Those who do not have a good image fall into the opposite situation. For this reason, in digital public diplomacy, states are now pursuing to present their own images according to the conditions of the day. Today, with the rapidly developing new media tools, the value of image in the digital environment has increased, and public diplomacy has frequently used this field. At this level, public diplomacy nowadays utilizes opportunities in popular areas and converts the digital space into an image creation area. In this study, the image-building processes of public diplomacy in the digital field were examined.