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http://dx.doi.org/10.23045/jpd.2021.1.1.036

Presidential Public Diplomacy 2.0: Seven Lessons to Prevent Fire in Cyberspace  

dos Santos, Niedja de Andrade e Silva Forte (The Center for Administration and Public Policies at the Institute of Social and Political Sciences, University of Lisbon)
Publication Information
Journal of Public Diplomacy / v.1, no.1, 2021 , pp. 36-56 More about this Journal
Abstract
The Amazon fires in summer 2019 triggered an incendiary Twitter debate between French president Emmanuel Macron and Brazilian president Jair Bolsonaro that engaged political leaders, celebrities, and audiences worldwide. Currently, diplomats-in-chief connect to the global public through completely open debates, often without proper advice from foreign-affairs ministers, which may result in misunderstandings and conflicts among world leaders. Hence, this study argues that these interactions must be supported by Nicholas Cull's seven lessons in public diplomacy. The main topic on hand is presidential public diplomacy performed through digital means in cyberspace. Thus, after distinguishing cyberspace, digital diplomacy, and cyberdiplomacy, the literature review focuses on presidential public diplomacy, presidential diplomacy on Twitter, and Cull's seven lessons. Subsequently, the case study method provides a snapshot of the debate between Macron and Bolsonaro over the Amazon fires. This study concludes by answering the research question and indicating grist for the mill with regard to future developments.
Keywords
presidential diplomacy; public diplomacy; cyberdiplomacy; Cull's seven lessons; Twitter; France; Brazil; Amazon wildfires;
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