When diplomats go populist: the normalization of populist discourse in digital diplomacy

This study investigates shifts in diplomatic communication by applying Critical Discourse Analysis to the social media presence of the current American ambassador to Israel on the platform X, with a focus on his posts related to the recent Israel-Gaza conflict. Using Wodak’s framework, which outlines six functions of “shameless normalization” of populist political discourse, the research analyzes rhetorical strategies employed by the American ambassador when addressing international institutions, the media, peace activists, and traditional allies. The analysis identifies a transition from formal institutional discourse to a more informal and transgressive communicative style, where traditional norms are increasingly challenged, and defamation and mockery frequently serve as main argumentative strategies. This type of discourse is a barrier to a constructive dialogue and promotes the normalization of exclusionary policies. The study concludes that political appointees integrate populist rhetoric into mainstream diplomatic discourse on social media, resulting in a hybrid form of digital diplomacy that prioritizes domestic political support over traditional diplomatic responsibilities.