THE ROLE OF PUBLIC DIPLOMACY AND PARADIPLOMACY AS INSTRUMENTS FOR STRENGTHENING POLITICAL INSTITUTIONS IN THE DIGITAL DIMENSION

The article conducts a comprehensive study of the role of public diplomacy and paradiplomacy as instruments for strengthening political institutions in the digital dimension. It is noted that in the modern era, the integration of digital technologies into political systems has become one of the most transformative phenomena in global governance. The rapid spread of digital tools, ranging from social media platforms and online communication channels to artificial intelligence and big data analytics, has not only revolutionized the functioning of political institutions but has also altered the dynamics of international relations. As governments strive to adapt to this digital age, the intersection of technology with political practice presents both opportunities and challenges in fortifying political institutions at both national and global levels. Public diplomacy, which traditionally deals with projecting a nation’s image, values, and policies to foreign audiences, increasingly finds itself in the realm of the digital world. Through digital tools, states can directly engage with foreign audiences, establish global partnerships, and protect national interests in real-time. Furthermore, paradiplomacy, concerning the foreign policy initiatives and international activities of subnational entities such as cities, regions, and provinces, has been expanded by digital platforms that enable local governments to foster international cooperation. In conclusion, it is particularly emphasized that the intersection of public diplomacy and paradiplomacy in the digital sphere underscores the importance of a multilateral approach to governance. By engaging civil society, non-governmental organizations, and private sector actors in diplomatic efforts, political institutions can create more inclusive governance structures based on participation. The use of social networks and other digital platforms fosters dialogue and collaboration, ensuring that diverse voices are heard in the policymaking process.