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<p>The practice of diplomacy has been transformed by the advent of the internet and social media, which have expanded traditional diplomatic channels and enabled direct engagement with local audiences Within this context, digital public diplomacy (DPD) has become an essential tool for embassies seeking to shape narratives, foster dialogue, and strengthen international relationships. This shift has become particularly relevant in the European security environment following Russia’s invasion of Ukraine and Sweden’s subsequent accession to NATO, which has intensified Swedish–Polish strategic cooperation. The study adopts a qualitative case-study design combining conventional content analysis of 201 Instagram posts published between August 2023 and June 2024 with two semi-structured interviews conducted with embassy communication staff in 2025. The analysis identifies dominant thematic categories, communication strategies, and narrative elements and assesses their alignment with Sweden’s foreign-policy priorities and strategic narratives. The study addresses four key research questions: (1) What are the features and elements of the Embassy’s communication through social media?&#xa0;(2) What are the main thematic areas of its online communication? (3) To what extent is the communication tailored to the local Polish context? (4) How does the Embassy’s DPD align with Sweden’s broader foreign policy and strategic interests? By analysing both digital content and institutional perspectives, the study seeks to reveal how the Swedish Embassy in Warsaw operationalizes digital diplomacy to advance bilateral relations, foreign policy goals and contribute to Sweden’s international image. The findings indicate that the Embassy’s Instagram communication is primarily oriented toward cultural diplomacy, value promotion, and relationship-building, with comparatively increasing emphasis on hard security issues due to the changing regional security context. Addtionally, the study indicates that Instagram is used strategically to support long-term image-building and public engagement rather than short-term policy messaging. The study also finds that the Embassy’s digital communication broadly aligns with Sweden’s branding and public-diplomacy strategies.</p>

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Instagramming bilateral relations: the Swedish Embassy’s social media engagement with polish audiences

  • 期刊论文

  • 发表日期：

    2026年4月27日

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  • Anna Kobierecka

摘要

The practice of diplomacy has been transformed by the advent of the internet and social media, which have expanded traditional diplomatic channels and enabled direct engagement with local audiences Within this context, digital public diplomacy (DPD) has become an essential tool for embassies seeking to shape narratives, foster dialogue, and strengthen international relationships. This shift has become particularly relevant in the European security environment following Russia’s invasion of Ukraine and Sweden’s subsequent accession to NATO, which has intensified Swedish–Polish strategic cooperation. The study adopts a qualitative case-study design combining conventional content analysis of 201 Instagram posts published between August 2023 and June 2024 with two semi-structured interviews conducted with embassy communication staff in 2025. The analysis identifies dominant thematic categories, communication strategies, and narrative elements and assesses their alignment with Sweden’s foreign-policy priorities and strategic narratives. The study addresses four key research questions: (1) What are the features and elements of the Embassy’s communication through social media? (2) What are the main thematic areas of its online communication? (3) To what extent is the communication tailored to the local Polish context? (4) How does the Embassy’s DPD align with Sweden’s broader foreign policy and strategic interests? By analysing both digital content and institutional perspectives, the study seeks to reveal how the Swedish Embassy in Warsaw operationalizes digital diplomacy to advance bilateral relations, foreign policy goals and contribute to Sweden’s international image. The findings indicate that the Embassy’s Instagram communication is primarily oriented toward cultural diplomacy, value promotion, and relationship-building, with comparatively increasing emphasis on hard security issues due to the changing regional security context. Addtionally, the study indicates that Instagram is used strategically to support long-term image-building and public engagement rather than short-term policy messaging. The study also finds that the Embassy’s digital communication broadly aligns with Sweden’s branding and public-diplomacy strategies.