Digital Diplomacy: The Influence of Social Media in Forming a Country's Image in the Era of Globalization

Abstract

The rapid development of information and communication 
technology has had a significant impact on international relations, 
affecting various aspects such as diplomacy, trade, and 
cybersecurity. Social media as a strategic tool in digital 
diplomacy allows countries to shape and promote their global 
image. This study examines the role of social media in shaping a 
country's image in the international arena, focusing on the 
intensity and diversity of its use, as well as the interaction 
between social media content and public perception. Through a 
quantitative approach, this study analyzed 290 social media 
accounts from major cities in Indonesia, exploring how their 
content influences the country's global image. The results show 
that the frequency and type of social media content ranging from 
public services, tourism, to cultural and economic promotion are 
important factors in shaping a positive national image. In 
addition, there is a strong positive relationship between the 
intensity of social media use and public perception of the 
country's image, with significant influences on the economic, 
political, and cultural dimensions. This study provides valuable 
insights into how digital communication strategies can be utilized 
to improve a country's international position..