Abstract
ABSTRACT The use of social media in public diplomacy is a recognised tool to shape public opinion and to serve political interests around the world. African ministries of foreign affairs (MFAs) have embraced this digital revolution. This article traces the emergence of African digital diplomacy by exploring, inter alia, its online infrastructure, presence and followers, as well as the factors that determine usage of social media on the continent. Employing cross-platform and cross-country comparisons, the article analyses an original dataset of digital diplomacy posts from all African MFAs active on social media. Findings reveal that African MFAs were, as of late 2023, more active on X (previously Twitter) despite having a larger presence on Facebook. The key determinants of African digital diplomacy were found to be a large population, English as an official language, democratic governance, and widespread internet access. This research has implications for diplomatic communications in Africa and beyond.
Published Version
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