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India’S Digital Diaspora Diplomacy: Operationalizing Collaborative Public Diplomacy Strategies For Social Media, Bhattiprolu Murti, R.S. Zaharna

Exchange: The Journal of Public Diplomacy

This study examines how India uses digital media to connect with its diaspora as part of its diaspora diplomacy. In order to analyze the strategy and its effectiveness, the study operationalized Cowan and Arsenault’s (2008) theoretical framework of three layers of public diplomacy – monologue, dialogue and collaboration – by identifying corresponding layers of social media components. The study draws a more distinctive line between dialogue and collaboration in digital strategies: dialogic entail relationship-building and knowledge sharing, while collaboration creates ownership, relationship transformation and knowledge creation. This analytical lens was then applied specifically to assess the website of Overseas Indian …