Tomislav Gugo: Head of Public Diplomacy at the Embassy of Denmark to Croatia
“With regard to the division, digital diplomacy cannot replace classical bilateral diplomacy, but can help in some cases and be of crucial importance in achieving goals.”
Is digital diplomacy a new tool for achieving traditional diplomatic goals or a new form of diplomacy for other purposes?
Digital diplomacy, as well as many other tools used by today’s diplomatic services, is a blend of technological progress, trends and effects of the development of public diplomacy over the last decade. We also need to differentiate digital diplomacy and its practitioners in the service of modern communication tools, such as social media and so-called tech diplomacy in the service of physical communication with actors outside a typical diplomatic circle, primarily stakeholders from the world’s biggest technology companies. Thus, digital diplomacy is a part of the wider spectrum of diplomacy development that we call public diplomacy. In modern diplomatic relations, we distinguish several basic “types” of diplomacy: classical (bilateral), trade, public and tech or digital, which is a strong blend of all the aforementioned. With regard to the division, digital diplomacy cannot replace classical bilateral diplomacy, but can help in some cases and be of crucial importance in achieving goals. In this case, it may make a difference between stakeholders who are not necessarily state representatives.
In what way do you see digital diplomacy in the field of international negotiations and relations?
As I have mentioned – it can help, outweigh, or be counterproductive, at least the part that deals with the creation of approval in the online world. Diplomacy is still, and I believe will remain, a part of humanities and the art of conversation between individuals – and big shifts can happen with a good narrative. The rest may vary. The second one – tech diplomacy – can make a big difference, especially at times when we see increasingly open conflicts over trade agreements.
A year ago, the first Danish and world’s digital ambassador was appointed. What is his role?
The role of the world’s first digital ambassador, Mr. Casper Klynge, is to bring Denmark as a country closer to tech giants. The reason for this adventure is not to be present in media, but the fact that Denmark has become aware that companies from the Silicon Valley or other parts of the world, such as China, have financial resources that are identical or, in some cases, larger than the budgets of entire countries. Such distribution has an influence. The Danes just want to be present where the changes are taking place, and want to be ready to react to them promptly.
What are the first results during the mandate of Mr. Casper Klynge?
Mr. Klynge is, from what I can tell you, a very busy man. I participate in the work of the global working group for tech diplomacy, so I see and read on a daily basis how much work is needed to just to make an appointment at a higher level. Although he is working as an ambassador, his job is far different from the usual diplomatic one. Diplomats are usually accustomed to talking to representatives of foreign states, their governments, parliaments, and ministries. There is a general conduit in that world, but the big tech companies are absolutely changing the rules, so the common diplomat, if they want to succeed, has to take off their suit and come to a meeting in sneakers. The Latin proverb about the suit simply no longer works. You can already read about the results in the media. Facebook already has an open data center in Denmark, and just in the previous month the Danish digital ambassador and his team held meetings with the executive chairman of the Alibaba Group, Jack Ma Yun, as well as highly ranked representatives of Facebook, Twitter…
How does digitization of diplomacy affect your work? What digital platforms do you use for official purposes?
Digital diplomacy has brought big shifts to the world of diplomatic representations because you suddenly communicate with target groups with whom you had no contact before. Literally a whole new world has opened and we are grateful for it. Social platforms have helped us out to come out of the shadows as a diplomatic mission, and to get rid of typical prejudices about spies and high life – it simply no longer stands. Digital diplomacy enabled us to contact our target audience directly. Thus, there is no way of retaining, misusing or censoring information. In Zagreb, we use Facebook, Twitter and Instagram as official channels, and lately we have been recording short video clips in order to launch our YouTube channel.
Social platforms have helped us out to come out of the shadows as a diplomatic mission, and to get rid of typical prejudices about spies and high life – it simply no longer stands.
Are social media an effective tool for diplomacy? How?
Social networks are a good tool if you know how to use them, meaning if you transfer a message the way you wanted to. The public’s attitude and perception are very important, both to diplomatic representatives and local legislative and executive political spectrum. This way everything is transparent, so that even social network users themselves can judge without waiting for news reports. And here we arrive to risks…
What are the risks of digital diplomacy?
The main risk of digital diplomacy in practice is the dissemination of disinformation, so-called fake news. This is where diplomacy ends and propaganda begins. Unlike social media, I must point out that the role of traditional media and journalists is still important for transmitting relevant and verified information. Of course, I cannot generalize because even in this domain events can be missed out, but we have to be critical about this newly-emerged phenomenon and make an effort to emphasize relevant information in the public discourse. Otherwise, the whole house of cards called the online world will tumble down because no one will ever be seriously understood.
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