The stories of heritage in digital diplomacy by Ukrainian embassies to Brazil and South Africa

How can strategic communicators raise Ukraine’s visibility and shape perceptions by communicating about heritage and culture in countries positioning themselves as neutral on the Russian war against Ukraine? This study presents a comparative study of the digital diplomacy, as a soft power, during Russia’s full-scale invasion employed by the Ukrainian Embassies to Brazil and South Africa, two Global South countries taking a neutral stance. Through thematic content analysis of the Embassies’ posts on digital channels (website and social media platforms), we analyse how digital diplomacy is used to inform and engage audiences in the two Global South countries, taking into consideration the sociocultural contexts and media landscapes. Based on the findings, we recommend focusing on increasing the content about the destruction of Ukraine’s heritage; utilising the concepts of unity, mutual support, multiculturalism, and cooperation; deploying a ‘local hook’; and exploring cooperations between Embassies when producing content.