ELECTRONIC DIPLOMACY AS A TOOL OF PROPAGANDA

Abstract

The main of the study is to reveal the essence and instrumental potential of e-diplomacy in objective the international arena, particularly in the area of effective implementation impact on foreign audiences. Methodological basis of research is the instrumental approach, which allowed to consider e-diplomacy as a system of effective means of influence on world public opinion. The study of the problem of e-diplomacy has led to fruitful results. It is proved that e-diplomacy is a powerful instrument for regulating international relations thanks to the technological potential of «soft power», primarily due to its ability to attract attention, seduce and maintain a positive attitude in the most convenient way and familiar environment of social networks. Factors in popularity of the use of e-diplomacy are: 1) publicity; 2) communication; 3) the availability of technical facilities that contribute to public contact with the unlimited circle of consumers; 4) quick and easy content creation; 5) instant and simultaneous editing of messages; 6) collaboration over any text or the project; 7) constant communication diplomats and senior government officials with a mass audience; 8) storage of large amounts of information directly in the network; 9) ease of transfer of audiovisual data; 10) the possibility of disclosure of any information in the network. The efficiency and effectiveness of e-diplomacy depend on balance, creativity and effectiveness of the means used to accomplish their objectives. Much of the effectiveness of e-diplomacy tools is their appeal as the basis of «soft power», which is their effectiveness. Propaganda strategies play a major role in the implementation of the tasks of e-diplomacy. Propaganda strategy of e-diplomacy is a mechanism for reasoned justification of foreign policy and activities of the state through the use of the communicative possibilities of online tools like websites and social networks, among which of particular importance are Facebook and Twitter, because they reach the audience all over the world. The propaganda strategies within the framework of e-diplomacy one can divide into theinformation, estimative and explanative ones.