A Comparative Analysis of United States and European Union Digital Diplomacy in India

Stefano Greco

Global Policy, 2025, vol. 16, issue 5, 907-920

Abstract: Situated within a constructivist framework, this study undertakes a comparative analysis of digital diplomacy strategies employed by the United States and the European Union in India. The novelty of the study lies in its investigation of digital diplomacy as a tool for constructing state–public communication with post‐colonial societies experiencing rising global influence. By examining over 2000 Facebook posts and 92,000 comments published between 2021 and 2024, the research employs a mixed‐methods approach, integrating descriptive statistical analysis with content and discourse analysis. The study focuses on the thematic priorities, communication styles, and engagement effectiveness to advance understanding of how public diplomacy constructs intersubjective meanings and shapes foreign publics. Providing an insightful case study, the findings show that the United States adopts a broader, audience‐centered strategy, characterized by frequent posting and narratives tailored to the targeted society. By contrast, the EU's approach remains more formal, generating limited engagement, and highlights the challenges digital diplomacy entails. Moving beyond a performative view, the findings underline the constitutive potential of digital diplomacy and social media in shaping public perceptions, shared values, intersubjective interpretations, and transnational identities in emerging countries.

Date: 2025
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