Corneliu Bjola, In virality we trust! The quest for authenticity in digital diplomacy, 9th July 2019
This paper discusses the use, successful and otherwise, of social media by Ambassadors, Embassies and International Organisations to begin to understand how these groups may best diffuse their messages. Drawing on a conceptual framework elucidated by Roland Barthes it analyses the nature of successful communications according to their visual content and virality.
Read the full publication here.