International Quarterly of Foreign Relations

International Quarterly of Foreign Relations

Strategic Analysis of the Digitalization of Public Diplomacy: A Comparative Study of the United States' Virtual Embassy and Twitter Diplomacy toward Iran and Implications for Islamic Republic of Iran

Document Type : Original Article

Authors
Hossein Zeinalian Boroujeni 1
Mohammad Ali Basiri 2
Fatemeh Shayan 2
1 Department of Political Sciences,University of Isfahan
2 Department of Political Science, University of Isfahan
10.22034/fr.2026.524148.1665
Abstract
The digitalization of public diplomacy constitutes one of the most significant transformations in contemporary foreign policy. The United States, as a pioneer in this field, has employed diverse instruments such as virtual embassies and Twitter diplomacy to influence Iranian public opinion. Employing a qualitative approach and thematic analysis with data triangulation strategy, this study conducts a comparative analysis of public diplomacy digitalization strategies in the U.S. Virtual Embassy in Tehran and the tweets of U.S. leaders concerning Iran. Findings reveal that the Virtual Embassy operates at a strategic level, aiming for sustained engagement, narrative production, and trust-building, whereas Twitter diplomacy functions at a tactical level, focusing on agenda-setting and real-time public opinion management. These two instruments complement each other within a unified ecosystem. Based on the findings, five strategic imperatives for developing the Islamic Republic of Iran's digital public diplomacy are extracted, including national digital governance, development of virtual embassies, digital cultural diplomacy, data-driven diplomacy, and training digital diplomats.
Keywords: New Public Diplomacy, Digital Diplomacy, Virtual Embassy, Twiplomacy, Iran's Foreign Policy

Extended Abstract
Introduction:
The rapid expansion of information and communication technologies has transformed diplomacy from a predominantly state-centered and one-way communication process into a dynamic, interactive, and networked practice. Digital diplomacy has emerged as an essential component of contemporary foreign policy, enabling governments to influence international public opinion beyond conventional diplomatic institutions. Among leading adopters of this transformation, the United States has integrated digital platforms into its public diplomacy toward Iran, particularly through the U.S. Virtual Embassy and Twitter diplomacy. Examining these complementary instruments provides valuable insight into the strategic evolution of contemporary digital public diplomacy.

Research Question:
How can the strategic functions of the U.S. Virtual Embassy and Twitter diplomacy toward Iran be interpreted within the framework of New Public Diplomacy, and what strategic implications do they provide for developing the digital public diplomacy of the Islamic Republic of Iran?

Research Hypothesis:
The U.S. Virtual Embassy and Twitter diplomacy represent complementary components of an integrated digital public diplomacy strategy in which long-term institutional engagement, interactive communication, and real-time narrative management collectively enhance strategic influence, strengthen soft power, and shape foreign public perceptions toward Iran-related issues.

Methodology (and Theoretical Framework):
This study employs a qualitative comparative methodology using thematic analysis to identify and interpret strategic patterns embedded in the United States' digital public diplomacy toward Iran. Documentary sources, official governmental publications, Virtual Embassy materials, official statements, and social media content constitute the primary research data. Data triangulation enhances the credibility and reliability of the findings through the integration of multiple evidence sources. The theoretical framework combines the concepts of New Public Diplomacy, Digital Diplomacy, Twiplomacy, and Hybrid Diplomacy to explain the transformation of diplomatic communication from hierarchical state-centered practices toward interactive, digitally mediated, and network-oriented communication.

Results and Discussion:
The comparative analysis demonstrates that the United States has developed a coherent digital public diplomacy ecosystem in which the Virtual Embassy and Twitter diplomacy perform complementary rather than competing functions. Although both instruments pursue the broader objective of influencing perceptions and strengthening American strategic communication, they differ considerably in communication logic, operational priorities, temporal orientation, and target audiences.
The U.S. Virtual Embassy primarily functions as a long-term institutional platform designed to compensate for the absence of formal diplomatic representation in Iran. Its communication strategy emphasizes continuity, credibility, and sustained interaction through the dissemination of official information, educational opportunities, consular guidance, cultural initiatives, and policy explanations. Rather than serving solely as an informational website, the platform contributes to strategic narrative construction, relationship building, and the projection of American soft power among Iranian audiences over an extended period.
Twitter diplomacy, in contrast, represents a flexible and highly responsive communication mechanism capable of influencing public debate in real time. The findings indicate that American political leaders employ Twitter not merely to distribute official statements but to shape media agendas, frame political events, respond rapidly to crises, and compete over strategic narratives concerning Iran. This form of communication enables simultaneous engagement with domestic audiences, Iranian citizens, and the broader international community while reducing dependence on conventional diplomatic channels.
The findings further indicate that digital diplomacy has evolved from technological innovation into an institutional transformation of diplomatic practice. Communication increasingly relies upon interaction, audience participation, networked communication, and strategic storytelling rather than unilateral information dissemination. Consequently, the United States integrates institutional digital platforms with social media communication to maximize political influence across multiple communication environments.
The comparative evidence also suggests that successful digital public diplomacy depends not only on technological infrastructure but also on coherent strategic planning, institutional coordination, professional digital communication, and continuous adaptation to rapidly changing information environments. Based on these findings, the study identifies several strategic implications for the Islamic Republic of Iran, including the formulation of a comprehensive national digital public diplomacy strategy, the expansion of virtual diplomatic platforms, greater investment in digital cultural diplomacy, systematic analysis of digital public opinion, enhanced utilization of big data in foreign policy decision-making, and the professional training of digitally competent diplomats capable of effectively managing communication within contemporary digital ecosystems.

Conclusion:
The study concludes that the U.S. Virtual Embassy and Twitter diplomacy constitute complementary pillars of an integrated digital public diplomacy strategy rather than isolated communication tools. Their combined operation demonstrates that effective digital diplomacy requires strategic coordination, institutional innovation, and interactive communication. The findings provide a practical framework for strengthening the Islamic Republic of Iran's digital public diplomacy through integrated governance, digital capacity-building, data-informed policymaking, and sustained international engagement in the evolving digital communication environment.
Keywords
New Public Diplomacy, Digital Diplomacy, Virtual Embassy, Twiplomacy, Iran'
s Foreign Policy
Subjects
##Bjola, C., & Manor, I. (2018). Revisiting Putnam's two-level game theory in the digital age: domestic digital diplomacy and the Iran nuclear deal. Cambridge Review of International Affairs, 31(1), 3-32. https://doi.org/10.1080/09557571.2018.1476836##
##Bjola, C., & Manor, I. (2022). The rise of hybrid diplomacy: from digital adaptation to digital adoption. International Affairs, 98(2), 471-491. https://doi.org/10.1093/ia/iiac005##
##Bjola, C., & Manor, I. (2024). The Oxford Handbook of Digital Diplomacy. Oxford University Press.##
##Braun, V., & Clarke, V. (2022). Thematic Analysis: A Practical Guide. Sage, 22(2),132-135 https://doi.org/10.1177/1035719X211058251##
##Cha, H., Yeo, S., & Kim, B. (2014). Social media's dialogic communication of foreign embassies in Korea and public diplomacy: Based on dialogic communication theory. Advanced Science and Technology Letters, 63, 175–178. https://doi.org/10.14257/astl.2014.63.38##
##Copeland, D. (2013). Taking diplomacy public: Science, technology and foreign ministries in a heteropolar world. In R. S. Zaharna, A. Arsenault, & A. Fisher (Eds.), Relational, networked and collaborative approaches to public diplomacy (pp. 56–69). New York, NY: Taylor & Francis. https://doi.org/10.4324/9780203082430##
##Crilley, R., Manor, I., & Bjola, C. (2020). Visual narratives of global politics in the digital age: an introduction. Cambridge Review of International Affairs, 33(5), 628-637. https://doi.org/10.1080/09557571.2020.1813465.##
##Cull, N. J. (2019). Public Diplomacy: Foundations for Global Engagement in the Digital Age. Polity.##
##Dadandish, P. (2023). The place of public diplomacy in the foreign policy of the Islamic Republic of Iran. Quarterly Journal of Foreign Relations, 15(4), 1-28. [In Persian]##
##Fazeli, H., & Afzali, T. (2015). US Public Diplomacy towards the Islamic Republic of Iran in the Obama Administration. Journal of Soft Power Studies, (12), 139-159. https://doi.org/20.1001.1.23225580.1394.5.12.7.5. [In Persian]##
##Huang, Z. A. (2025). Theorizing the Digitalization of Public Diplomacy from Social and Communicative Constructivist Perspectives. New Trends in Studying Public Diplomacy, 75th Conference of International Communication Association, Denver, United States.##
##Joseph, Nye. (2011). The future of power. Public Affairs.##
##Kreuter, J. (2021). Ideas and Objects, Meaning and Causation—Frame Analysis from a Modernist Social Constructivism Perspective. In: Climate Engineering as an Instance of Politicization. Springer Climate. https://doi.org/10.1007/978-3-030-60340-3_3##
##Lutyens, A. (2018). Investigating New Zealand's model of democratized public diplomacy##
##Makki, M., & Zappavigna, M. (2022). Out-grouping and ambient affiliation in Donald Trump's tweets about Iran. Pragmatics, 32(1), 104-130. https://doi.org/https://doi.org/10.1075/prag.20048.mak##
##Manor, I. (2019). The Digitalization of Public Diplomacy. https://doi.org/10.1007/978-3-030-04405-3##
##Manor, I., & Huang, Z. (2022). Digitalization of public diplomacy: Concepts, trends, and challenges. Communication and the Public, 7, 167-175. https://doi.org/10.1177/20570473221138401##
##Manor, I., & Pamment, J. (2019). Towards prestige mobility? Diplomatic prestige and digital diplomacy. Cambridge Review of International Affairs.##
##Melissen, J. (2005). The New Public Diplomacy: Soft Power in International Relations. Palgrave Macmillan UK.##
##Metzgar, E. T. (2012). Is it the medium or the message? Social media, American public diplomacy & Iran. Global Media Journal, 12(21), 1.##
##Pamment, J. (2013). New public diplomacy in the 21st century: A comparative study of policy and practice. Abingdon: Routledge.##
##Seo, H. (2013). The "Virtual Last Three Feet": Understanding relationship perspectives in network-based public diplomacy. In R. S. Zaharna, A. Arsenault, & A. Fisher (Eds.), Relational, networked and collaborative approaches to public diplomacy (pp. 157–169). New York, NY: Taylor & Francis.##
##Spry, D. (2018). Facebook diplomacy: A data-driven, user-focused approach to Facebook use by diplomatic missions. Media International Australia, 168(1), 62–80. https://doi.org/10.1177/1329878X18783029##
##Toofan, M. (2016). The Status and Capacity of Virtual Embassies in Modern Diplomacy. Media Quarterly, 27(2), 123-138. https://doi.org/20.1001.1.10227180.1395.27.2.7.5. [In Persian]##
##Wichowski, A. (2015). Secrecy is for losers: Why diplomats should embrace openness to protect national security. In C. Bjola & M. Holmes (Eds.), Digital diplomacy theory and practice (pp. 52–70). https://doi.org/10.4324/9781315730844##
##Zaharna, R. S. (2023). Communication Logics of Global Public Diplomacy. Oxford University Press.##
##Zamanian, M., Sharifi, S. M., Sheikholeslami, M. H., & Nargesian, A. (2022). A Comparative Study of Digital Diplomacy of the United States, United Kingdom, China, and Russia. International Relations Research, 7(1), 11-44. [In Persian]##
##https://ir.usembassy.gov##
##https://truthsocial.com/@realDonaldTrump##
##https://x.com/BarackObama##
##https://x.com/JoeBiden##
##https://x.com/mfa_russia##