SOLUTION OF SOCIAL PROBLEMS IN
MANAGEMENT AND ECONOMY
International scientific-online conference
93
RUSSIA’S DIGITAL DIPLOMACY STRATEGY: CHALLENGES AND
OPPORTUNITES IN A CHANGING GLOBAL ORDER
Sayitkulova Yorkinoy Oybek kizi
A senior student of Nukus State Pedagogical
Institute named after Ajiniyaz
https://doi.org/10.5281/zenodo.15541441
Abstract:
In brand new interconnected world, diplomacy has moved beyond ordinary
channels to consist of digital structures like social media, websites, and on-line
campaigns. This thesis explores how Russia is the use of digital diplomacy to
structure its image, promote its overseas coverage goals, and influence global
opinion. It looks at both the possibilities digital diplomacy gives and the
challenges it faces, specially in the context of rising geopolitical tensions and
transferring global power structures.
Keywords:
Digital diplomacy, Russian overseas policy, public diplomacy, strategic
communication, social media diplomacy, disinformation, international
communication, cyber diplomacy, worldwide relations, propaganda
Introduction:
In latest years, digital technologies have had a developing impact on world
politics and diplomacy. Traditional diplomatic communication—once restrained
to closed-door meetings, formal statements, and bodily embassies—has now
accelerated into cyberspace. Governments increasingly more use social media
platforms, websites, and on-line media retailers to form their international
photo and have an effect on global public opinion. This evolving exercise is
regarded as digital diplomacy [1]. Russia has identified the importance of this
new diplomatic arena. As it faces rising tensions with the West and competes for
have an effect on on the international stage, Russia has developed a digital
diplomacy approach aimed at promotion its overseas coverage goals, managing
international perceptions, and countering narratives that it sees as biased or
hostile. This thesis examines Russia’s strategy to digital diplomacy, the tools it
uses, the possibilities it seeks to exploit, and the primary challenges it
encounters.
In today’s fast-changing world, digital applied sciences have turn out to be a
fundamental phase of how international locations habits diplomacy and
worldwide communication. The upward shove of the web and social media has
changed usual diplomacy into something more open, immediate, and accessible.
Governments are no longer limited to closed conferences and reliable press
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International scientific-online conference
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releases-they now have interaction with world audiences at once via systems
like Twitter, Facebook, Telegram, and YouTube. This shift has given upward
push to what is usually known as digital diplomacy, a new form of foreign policy
outreach that blends verbal exchange approach with technological tools [1].
Russia has embraced digital diplomacy as a key phase of its overseas policy,
mainly as its relationships with Western international locations have become
increasingly strained. In current years, Russia has invested closely in using
digital systems to promote its viewpoints, venture Western narratives, and
venture its country wide interests. Through a number of state-run media outlets,
legitimate social media accounts, and online public engagement, Russia goals to
have an impact on global public opinion, defend its global image, and construct
new networks of support.
The Russian Ministry of Foreign Affairs, as properly as embassies and
consulates around the world, are lively online. They in many instances post
respectable statements, information updates, videos, and commentary, regularly
in multiple languages. In addition, global news businesses like RT (Russia
Today) and Sputnik News, which are funded through the Russian government,
play a huge position in spreading Russia’s views globally [2]. These structures
are designed not only to inform however also to persuade, frequently presenting
Russia as a misunderstood or unfairly judged actor on the world stage. Russia’s
digital diplomacy gives several strategic advantages. First, it approves the
authorities to speak directly with overseas publics, bypassing standard Western
media channels that Russia regularly accuses of being biased. Second, digital
tools provide most economical and quickly ways to unfold facts and promote
Russian culture, history, and scientific achievements. Third, this strategy
supports Russia’s intention of increasing its “soft power”—its capability to affect
others through attraction instead than coercion [3]. For example, cultural events
like the 2014 Sochi Winter Olympics and the 2018 FIFA World Cup were heavily
promoted on-line to current Russia as modern, open, and welcoming.
However, despite these benefits, Russia faces several challenges in its
digital diplomacy efforts. One fundamental problem is credibility. Many Western
nations and observers view Russian digital content material with suspicion,
specially following allegations of election interference, disinformation
campaigns, and the merchandising of divisive narratives. As a result, Russian
media outlets like RT and Sputnik have been banned or limited in some
international locations due to accusations of spreading fake information or
propaganda [4]. Another hassle is that Russia’s domestic media surroundings is
SOLUTION OF SOCIAL PROBLEMS IN
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International scientific-online conference
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heavily managed by the state, limiting freedom of expression and open debate.
This contradiction between advertising openness overseas and proscribing it at
domestic undermines Russia’s photograph as a truthful international
communicator [5]. Moreover, the world digital area is exceptionally competitive.
Countries like the United States, China, the United Kingdom, and EU individuals
have additionally developed state-of-the-art digital diplomacy strategies. In such
a crowded environment, it is more and more challenging for Russia to stand out
or dominate the narrative, particularly when its message is considered as
controversial or confrontational. The state of affairs in Ukraine provides a clear
example of Russia’s digital diplomacy in action. Since the opening of the conflict,
Russia has used its digital platforms to div its military moves as a “special
operation” intended to defend Russian audio system and counter perceived
threats from the West. Through videos, infographics, and social media posts,
Russian officers have tried to give an explanation for and justify their
movements to both domestic and worldwide audiences. At the equal time,
Western governments and media have pushed back with their personal
narratives, regularly portraying Russia as the aggressor. This has led to a digital
data war, where each facets compete for world interest and help [6].
Conclusion:
Russia’s digital diplomacy approach reflects each the opportunities and
difficulties of cutting-edge international communication. On one hand, digital
equipment permit Russia to share its version of events, enhance its influence,
and have interaction with the world greater at once than ever before. On the
different hand, issues of trust, get admission to restrictions, and strong global
competition restrict the ordinary effectiveness of its efforts. For Russia to
succeed in this area, it will need to center of attention on growing greater
transparent, credible, and inclusive content material that goes past kingdom
propaganda and fosters genuine talk with international audiences. To enhance
its digital diplomacy, Russia may want to gain from consisting of extra
independent voices-such as journalists, NGOs, and cultural figures-in its
messaging. It have to also prioritize fact-based communication, construct have
confidence via consistency and openness, and invest in partnerships that help
shared digital values like cybersecurity, education, and media literacy.
References:
1. Bjola, C., & Holmes, M. (2015). Digital Diplomacy: Theory and Practice.
Routledge.
2. Simons, G. (2018). Russia's Public Diplomacy: Evolution and Practice.
Palgrave.
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MANAGEMENT AND ECONOMY
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3. Nye, J. S. (2004). Soft Power: The Means to Success in World Politics.
PublicAffairs.
4. European Commission. (2022). Banning RT and Sputnik: Responding to
Russian Disinformation.
5. Pamment, J. (2020). Public Diplomacy and the Politics of Transparency.
Springer.
6. Manor, I. (2019). The Digitalization of Public Diplomacy. Palgrave Macmillan.
