DIGITAL DIPLOMACY IN MODERN GEOPOLITICS: SOFT POWER IN THE ERA OF SOCIAL MEDIA

Digital diplomacy has become an increasingly important instrument of international relations, transforming how states communicate with foreign audiences, promote national interests, and construct their international images. The development of social media platforms has enabled governments, diplomats, and non-state actors to communicate directly with global audiences, reducing their dependence on traditional media institutions. In this environment, soft power—the ability to influence others through attraction, credibility, culture, and values—has acquired new forms and channels of expression. This article examines the relationship between digital diplomacy, soft power, and contemporary geopolitics. It explores the strategic use of social media by diplomatic institutions, the opportunities created by digital communication, and the challenges associated with misinformation, political polarization, cybersecurity, and declining public trust. The study argues that effective digital diplomacy requires more than online visibility; it depends on credible communication, cultural sensitivity, sustained engagement, and the ability to build meaningful relationships with international audiences. The article concludes that digital platforms have expanded the instruments of soft power while making diplomatic influence more competitive, complex, and dependent on public credibility.