Nato’s Digital Diplomacy

Abstract

The North Atlantic Treaty Organization (NATO) was initially slow to adapt to the digital age in diplomacy. However, in recent years, the alliance has taken a range of approaches to expand its presence and become more involved in shaping, engaging, and innovating digital diplomatic narratives. The use of digital diplomacy has the potential to increase scrutiny and interest in NATO, as well as allowing for direct engagement with consumers without intermediaries. The alliance has utilized various social media platforms, such as Twitter, YouTube, Instagram, and Facebook, and has hosted digital dialogues on a variety of topics since the Covid-19 pandemic. Additionally, NATO has launched digital diplomacy campaigns such as ‘Return to Hope’, which focuses on Afghanistan, and ‘#WeAreNATO’ and ‘#StrongerTogether’, in addition to partnering with celebrity Angelina Jolie. The reach of some of these initiatives brings to the fore the gendered nature of NATO’s digital footprint and the importance of visuals, but this contrasts with the approach NATO took to digital diplomacy following the full-scale Russian invasion of Ukraine in February 2022. This chapter compares the effectiveness of NATO’s digital diplomacy during normal circumstances to its response during crisis situations, where significant silences limit its efficacy in response to hybrid warfare.