Digital public diplomacy and Twiplomacy during the COVID-19 pandemic: emotional engagement and political communication in Poland and Serbia

This article investigates how political leaders in Poland and Serbia used Twitter/X during the COVID-19 pandemic and how their posts emotionally engaged audiences. By analyzing tweets published between March and December 2020 by the presidents and prime ministers of both countries, the study explores emotional resonance and public reactions as key components of digital diplomacy. Using a comparative mixed-methods approach, the analysis focuses on likes and comment counts as proxies for emotional engagement. The findings reveal that emotionally charged content, particularly during the early stages of the pandemic, triggered higher engagement levels in both countries. However, no significant differences in audience reactions or hashtag usage were observed between Poland and Serbia. The study highlights variations in political narratives: Polish leaders communicated with less coordination and more electoral emphasis, while Serbian leaders presented a more unified and international-oriented message. The results contribute to the understanding of Twiplomacy and underscore the importance of affective strategies in political communication during crises.