Digital Media Trends in Public Diplomacy: the Case of Taiwan’s Youth Ambassadors

Summary Digital media facilitate global reach and empower individuals as cultural influencers. Taiwanese youth ambassadors ( YA s) can tell Taiwan’s story online to boost its credibility and attract attention. This article explores the role of these non-state actors as potential social media influencers in cultural diplomacy. Findings from a survey and focus group in the International Youth Ambassador Exchange Programme indicate that YA s reject the role of social media influencers. YA s view social media as inadequate for trust building and credibility compared with interpersonal interactions. While some YA s see social media as a cross-cultural bridge, others view it as contentious, particularly around Taiwan’s political status. To avoid controversy, YA s focus on positive image building and cultural promotion. Ultimately, some of their efforts aim to enhance Taiwan’s global awareness and cultivate collective pride among Taiwanese youth. This case contributes to understanding the digital role and experience of non-state diplomatic actors from state-affiliated cultural diplomacy programmes.