Journal of African Foreign Affairs (JoAFA)

ISSN 2056-5658 (Online) ISSN 2056-564X (Print)

Indexed by: IBSS, JSTOR, EBSCO, ERIH PLUS, ProQuest,

J-Gate and Sabinet

Volume 9, Number 2, August 2022

pp 85-106

Digital Diplomacy and Implementation Challenges in

Africa: Case Study of Ethiopia
DOI: https://doi.org/10.31920/2056-5658/2022/v9n2a5

Getachew Toma Bilate

School of International and Public Affairs, Jilin University, China. Email:
Email:zenebechtala@gmail.com.

&

Xiaolong Zou
School of International & Public Affairs, Institute of National Development &
Security Studies, Jilin University. Changchun, City, 130012, China. Email:
Email:zou_xl@jlu.edu.cn
Corresponding Author
…………………………………………………………………………

Abstract

For decades, the African continent pursued Orthodox diplomacy, particularly in

the horn of Africa. Countries in the Horn of Africa region have fragile
digitisation strategies, weak policy mechanisms, and a lack of leaders‘
commitments. This study mainly provides a detailed investigation of the
effectiveness of the implementation of digital diplomacy in Ethiopia. The
argument is that digital diplomacy has less matured and has been hampering the
branding of the Ethiopian initiative. After investigating the innovation trends,
realities, and determining factors, the paper realised that the digital diplomacy
process and its impact on international communications are regarded as
opportunities to revitalise Ethiopia‘s efforts. The government has been trying to
transform digitalisation processes and showed progressive efforts to promote
digital diplomacy as a positive tool for gaining a large international audience and
 Digital Diplomacy and Implementation Challenges in …

collaborating in modern political art. Recently digitisation is seen as an essential

system for information communication and innovative realities in Ethiopia. On
the other hand, the influence of social media and cyberspace connectivity is
increasing in Ethiopia. But Ethiopia has been facing challenges in establishing
effective and outstanding digitalisation systems in its diplomatic missions
worldwide. Moreover, the digital processes have been less effective due to a lack
of expertise, weak commitments, and poor social media networking.

Keywords: Digital Diplomacy, Digitalisation, Foreign Affairs Policy, International

Cooperation, Social Media.

Introductions

‗Third world‘ countries are facing challenges to properly implementing

digitalisation norms in their foreign policy and diplomatic processes,
particularly African countries. Digital diplomacy policies and strategies
are not effective. Lack of skilled human resources and commitments
from top leaders are matters. African countries‘ foreign affairs policy and
digital diplomacy trends and reality show that it has been facing many
factors. The critical issues are related to lack of commitment from
political leaders, poor technology usage, lack of available resources, and
lack of human skills development. These factors are severely affecting
the horn of African countries, particularly Ethiopia.
In foreign policy and digital diplomacy, the recent debates amongst
scholars indicate how the processes persuade international cooperation.
The change from conventional diplomacy to public diplomacy and
digitalisation transformation highlights how diplomacy influences foreign
affairs policy and cooperation. Therefore, the facts and trends indicate
that digital diplomacy can affect diplomatic processes and other
international relations issues (Verrekia, 2017). The processes and
development of digital diplomacy have their trends and can have great
potential to create compromise and cooperation (Adesina, 2017).
This study argues that the trends and realities indicate that African
countries, mainly Ethiopia, are late in implementing digital diplomacy
policies. Thus, international cooperation and negotiations as well as
foreign affairs‘ goals are less effective. The unmatured nature of
digitalisation processes largely affects international and regional
cooperation. Hence, the branding of foreign affairs initiatives has been
hampered for many decades. Despite these trends and realities in digital

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diplomacy, few studies have evaluated the extent to which diplomats can
comprehend its budding. Studies neglected to comprehend how
diplomats outline digitalisation processes and envisage its practice, as well
as the arguments, are less focused on factors and determinants.
By adopting a qualitative research approach and applying primary and
secondary data sources, this study addresses the trends, determinations
and outcomes, and effectiveness of digital diplomacy in building
Ethiopia's image. The main question of this study is why digital
diplomacy is not effectively implemented in Ethiopia. We identified poor
innovation, the absence of a unique country brand, and the lack of clear
policy guidelines that impede the effectiveness. Considering these
challenges, this study shows that the current digital diplomatic model,
and if not transformed to be extra open and dialogue-driven, is ill-suited
to the proper enunciation of Ethiopia‘s national brand.
This study can benefit Ethiopia in its efforts to build digital
diplomacy and can indicate the national brand. Moreover, we show how
digital diplomacy is evolving in Ethiopia and the efforts of political
leaders and diplomats in promoting values. To this end, this study
comprises seven sections, and in part two, we provide a literature review.
The third part‘s overview focused on digital diplomacy and foreign
affairs policy, efforts in transforming international cooperation, and
provides the developing nations‘ trends of digital diplomacy. The fourth
part focused on digital diplomacy in Africa. The fifth parts focus on its
effects and examined policy implementation challenges in Ethiopia. Part
six focuses on realising foreign policies in Ethiopia and the impacts of
digital diplomacy, institutional setup, and backup tools, and finally, we
addressed the concluding annotations.

Literature review of Digital Diplomacy

For decades, diplomacy is used as a global concept and applied in all

countries. Formerly it was given an endorsed title which signifies
negotiations made among groups, and institutions to reach assured goals
(Amacker, 20 Juley 2011). Diplomacy is a process by which states
comprehend their relations with others to realise their national benefits
from international systems (Rozental, 2013). Diplomacy process has been
influenced by fundamental changes and drives (Dinesh, 2019). The
upheaval in the international order, the revolution in internet
communication (Mikail, 2016), and the legitimacy problems of

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governments seem to require a fundamental realignment of foreign

policy instruments and will require endless negotiations on mutual
concessions between states. Today we are facing the question of the
meaning of such a laborious art of international relations. The aim is to
promote peaceful solutions to conflict (Politik, 2018). Diplomacy is a
touch stone to establishing a proactive approach to the processes of
cooperation among states and institutions in interstate space.
However, Ayodele (2021) elaborated that diplomacy has not gone
unnoticed by multiple mutations and current global movements in favour
of digitisation (Ayodele, 06 Sep 2021). Because digital diplomacy requires
modern technologies, technology influences institutions‘ values and
working structure (Ilan, 2019). In this regard, the arrival of the internet
and social media has remarkably revolutionised most human relations
globally. Thus, many forms of human relations and communications
have phenomenally migrated to the internet (Mikail, 2016). This
development has given birth to a plurality of digital cultures. The most
notable are online education, e-government, and activism, and have made
conditions favourable for digitisation-based solutions to human beings‘
problems. The growing popularisation of Internet-based solutions to
nation‘s glitches is even the new normal. Imaginably, one of the most
powerful prevailing is understood in the growing popularisation. Such
postmodern concepts of smart society and artificial intelligence-based
developments are becoming new concepts. Noticeably, new means of
communication and growing non-state actors influence foreign policy in
Africa (Endong, 2020).
Therefore, review literature indicates that digitisation of diplomacy
has transformed from traditional diplomacy and is carried out through
channels in the international system. Embassies of sovereign countries
have been addressing conventional bilateral cooperation. They focus on
enhancing the relationship among countries and ensuring that the host
country approves of the presence of the embassies. Moreover, they do
not infringe upon the host country‘s sovereignty (Amacker, 20 Juley
2011). Besides, diplomats traditionally try to execute their daily missions
by representing the interests of the country they are coming from. They
engage in conversations and communication with individuals and
institutions to promote their foreign interests (Rozental, 2013). Within
traditional diplomacy, diplomats serve as promoters among both
governments (Verrekia, 2017).

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The oldest and most traditional diplomacy relations depend on

person-to-person ties and relations. The systems are based on
recognition and common interests among countries. However, the
digitisation processes have not matured in many developing countries.
Many developing countries are still practising traditional diplomacy. On
the other hand, developing countries have implemented digitisation
processes and achieved comprehensive results in international
cooperation.

Digital Diplomacy in Developing Countries: Practical Experience

and Lessons Learned

Many scholars believe that some developing countries are experiencing a

revolution in internet technology to promote digital diplomacy. Digital
technologies influence bilateral negotiations and consular services
(Dentzel, 2017). These trends have been touching aspects of domestic
and international politics. Moreover, national security and
communications within foreign ministries depend on digitalisation
(Ayalew, 27 Feb 2017). This idea is indeed a modern tradition that is
currently influencing the practice of diplomacy. With this in mind, digital
diplomacy brought innovative reality and new trends in foreign affairs.
The processes have been impacting the fundamental functions of
diplomacy, including negotiation and communication. Therefore,
diplomats and their missions abroad are forced to adjust their "analogue"
habits to be at the centre of the ongoing internet changes (Endong,
2020).This is vital just to make the diplomacy processes easier.
Furthermore, the experiences of the developing countries indicate
that digital diplomacy is not limited to the diplomat. Because of
advancing technology, it is possible for non-diplomats and other
stockholders to participate in diplomatic decisions (Santana, 2016). This
indicates that digitisation greatly affects diplomats‘ daily activities. The
number of domestic and international bodies whose activity links to
diplomacy is growing. The public is more sensitive to foreign policy
issues and seeks to influence diplomacy through social media platforms.
The way interexchange between states and domestic actors, signs of
progress are influencing diplomacy‘s ability to act legitimately and
effectively. These processes and trends, reflecting general societal issues,
need to be absorbed by diplomacy and be considered part of state
governance (Politik, 2018). Hence, the improvements in modern

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communication technology have complex effects on diplomatic action

because one mistake can destroy existing communication structure and
organisation (Corneliu, 8 March 2016). Despite the current
advancements, diplomatic experts, Ambassadors, and actors in foreign
affairs institutions are facing the practice of digital technologies and
social media tools to deliver services.
In developing countries, the institutes of foreign affairs and their
culture constitute a critical interface for digitalisation. This makes
difference as to whether diplomats would observe digitalisation as a
threat in their day-to-day activities. The success and failure of
technological innovations also depends the quality of understanding.
These also depend on the context in which they operate to figure out
which digitalisation processes and trends to implement. By reacting to
the rise of social media, foreign affairs can leverage the power of
diplomatic tools to maximising their role in diaspora arrangements.
Developing countries‘ experiences show that to adapt more effectively to
technological challenges, foreign affairs need to promote institutional
arrangements. They also needed to encourage forms and modes of digital
interaction (Politik, 2018).
In the period of globalisation, states foreign policy needs to promote
fundamental systems and clear lines of thinking on digitalisation. It needs
to find ways of appealing to technologies. Hence, a comprehensive
digitisation strategy can help regional and domestic actors and partners to
understand the policy goals. Digital diplomacy is essential to promote
transparency systems towards addressing cyber security issues.
Promoting policies, norms and strategies can serve as an influencing
function for implementation (Diplo, March 2021).
The ‗digital diplomacy‘ processes capture how new communication
technologies are used to conduct international relations. This refers to
the ‗network of net­works‘ of embassies, think tanks, companies, and
organisations (Corneliu, 8 March 2016). Technological acceleration thus
puts significant pressure on diplomacy to develop strong capacities for
understanding its potential. What should be considered are the trends
when examining the transformative potential of digital technologies in
diplomatic relations. Digital adoption is driven by the dual process of
rapid acceleration of technological disruption and by the foreign affairs
committee. It created an increasingly competitive environment. While it
took the telephone 75 years to reach 100 million users worldwide. The
failure to do so can result in risks to foreign affairs, and can expose the

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problem of not being able to maintain their ability to meaningfully

influence policy outcomes in the international arena (Politik, 2018). It
connects institutional actors, groups, and stakeholders that directly
benefit from diplomacy, including diaspora groups. Thus, the future of
digital diplomacy lies within the ability of foreign affairs to exploit the
opportunities generated by technological disruption. It is also important
to note that digital diplomacy is not supposed to be an end in itself, but
rather to inform and serve foreign policy aims(Corneliu, 8 March 2016).
For example, in 2016, Justin Trudeau, the Canadian Prime Minister,
became an online impression on the cover of a genius comic and was
famous among memes in cyberspace where a good picture can be valued
more than a million words. Moreover, during the US election of 2016,
both Hillary Clinton and Donald Trump implemented ‗Pokémon Go to
lure in voters‘. Furthermore, with help from Facebook, the Indian
Government launched an app that streamlines engagement with its
citizens overseas by bringing together the social media presence of its
170- overseas missions(Danielle, 2016).
Relatively, Russia has rapidly augmented the digitalisation of their
diplomacy and is currently becoming one of the leaders. Digital
diplomacy is considered part of Information support for Russia‘s Foreign
Policy. The government gave top focus to the promotion of digital
diplomacy as a useful tool that promotes and used to address
international communities. Their diplomats have demonstrated this new
practice as a useful tool for promoting foreign policy goals and feel quite
experienced in it, now they focus on how to make it more effective
(Shakirov, 2016). Moreover, the effective use of cyber tools and tactics
helped Russia to influence events in the US and Europe. They implement
these tools, particularly through campaigns, where the most important
diplomacy processes and events (Danielle, 2016).
Israel‘s digital diplomacy is pressing above its weight as a modern
diplomacy actor. Israel became modernising and promoting the
implementation of digital diplomacy. Israel is the first country
supposedly to use algorithms systems and essential codes to modernise
and revolutionise diplomacy instruments. Despite Israel‘s current
advancement and growing trends of digital diplomacy clout, the
government mainly trying to admit challenges. They focus on the
struggle how to engage with the Arab world online (Danielle, 2016).
Countries like Switzerland have comprehensive digital foreign policy
strategies. They stressed the government‘s approaches and strategies

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toward foreign policy. The key components include promoting

institutional culture and skills to use communication. They focus on tools
that institutions can bring to the table and adopt a digital foreign policy
and a national cybersecurity strategy. These all aligned with each other.
Along these lines, it is vital to engage accountable companies in forming
digital services (Politik, 2018).
Indonesia‘s Foreign Minister is committed to applying digital
diplomacy. For example; in 2021 Embassy of the Republic of Indonesia,
held a zoom meeting in Addis Ababa for Ethiopia, in collaboration with
the department of international relations, Djibouti, and the African
Union held an Ambassadorial Lecturer by "Veteran" Yogyakarta. The
presentation provided information about the diplomatic practices carried
out in the Ethiopian region for approximately 60 years (Embassy of the
Republic of Indonesia in Ethiopia, 2021). Accordingly, all forms of
diplomacy, conventional and digital, must synergise as an important
instrument in achieving Indonesia's national interests at the global level.
The diplomatic success carried out by the Indonesian Embassy was
contributed by non-government actors such as business people and the
Think Tank institution. This made Indonesia occupy the top five
positions in the foreign investment sector in Ethiopia. Many Indonesian
companies have collaborated in Ethiopia, and their products are widely
known. The best evidence is creating a special platform for the ‗B-
Siblings‘ which promoted Indonesia-Ethiopia cooperation through
YouTube. The initiation of the Indonesia-Ethiopia business connect
forum, which attaches business people and companies in Ethiopia
through social media networks (Indonesia Embassy In Ethiopia, 10 June
2021).
The trends, practices, and experiences indicate that digital diplomacy
policy implementations depend on states‘ capacity and commitment.
Many digital diplomacy studies tend to indicate the activities of some
Western countries‘ trends in foreign affairs. This Euro- and American-
centric policies and norms approach facing challenges and fails to
recognise that digital diplomacy is a global phenomenon. From Seoul to
Baku and Nairobi to Bogota, foreign ministries globally are trying to
adapt their practices to the online sphere (Ilan, 2019). The challenges
posed by digital technology are ultimate, and while technological changes
are fashionable, governments and their systems are, by nature, slower and
weak to adapt (Diplo, March 2021).

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Challenges of Digital Diplomacy in Africa

African leaders and diplomats have been trying to implement digital

diplomacy and international cooperation programmes for decades.
Policies aim to serve citizens by using digital diplomacy values and
improved services. In this regard, leaders have started to practice and
implement digital diplomacy values during international affairs
communications and diplomatic missions (Ilan, 2019). These
developments and trends are fast-tracked the uptake of digital diplomacy
processes in Africa, albeit with shortcomings points. However, the
absence of guiding norms and enforcing policies is a shortage of
diplomatic practitioners. Government structures are ineffective in
implementing digital diplomacy in their daily activities (Ayodele, 06 Sep
2021). The critical challenges for African countries to practice digital
diplomacy are poor strategies and a lack of norms. The states are facing
challenges in building and projecting their nation‘s soft power and
persuasiveness globally. The lack of technological resources and lack of
skills are critical matters, and countries are less effective in promoting
their national identity.
The members of the African Union countries and the diplomates in
the ministries of foreign affairs, including actors such as business leaders
and civil society representatives‘ commitments to participation in
digitalisation processes have been less effective. In Africa, digital
diplomatic practices have been given less attention and are not often seen
as 'digital diplomacy', meaning that the use of the internet in foreign
policy and diplomatic missions is poor. Besides, the research related to
digital diplomacy in African universities is poor, which means there is a
huge research gap on the subject. Moreover, the lack of African theory in
this field, few academics and researchers can be recognised as experts. In
turn, the lack of scholarship and academic expertise means that issues of
digital diplomacy in Africa are not debated, nor do African diplomats and
foreign affairs experts receive formal training on this (Ayodele, 06 Sep
2021).
Therefore, the African country‘s digital diplomacy processes have
been less effective in enabling states to manage their image and increase
media visibility. The integration of social media into the conduct of
diplomacy processes has given low focus to governments. Digital
diplomacy and the integration of social media principles failed. These
factors become critical matters in promoting African values. The leaders

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have a poor attitude in implementing and using social media. If they

properly implement social media. For instance, the African ministry of
foreign affairs is highly active on Twitter and may attract several its peers
(Manor, Jan 20, 2016). Africa's digital transformation and its diplomacy
norms have not been accelerated and not integrated (Odilile, Aug 2021).
African states failed to press the transformational approach in their
digital diplomacy. Building relations and negotiations to overcome the
digital divide are ineffective (Masters., 2021).
On the other hand, some African countries are showing good
progress in implementing digital diplomacy processes in their daily
foreign relations activities, for example, when we observe the Twitter
network of the embassy of Rwanda is popular in the entire network.
Similarly, the embassy of Uganda to the UN is the tenth most followed
embassy by many people, and it is recently attracting more online peers.
The African embassies to multilateral organisations are recently
becoming vital hubs of digital information online, thus enabling them to
influence decisions in such forums globally. For instance, when analysing
the social network of foreign ministers on Twitter, Kenya's foreign
minister serves as an important hub of information, as ministers that do
not follow one another are connected directly. Thus, Kenya is now an
information junction in this network, attracting attention globally
(Manor, Jan 20, 2016).
Moreover, the Ministries of Foreign Affairs of Botswana, Uganda,
Namibia, Somalia, and Ethiopia are using social media particularly,
Facebook and Telegram, while the Ministry of Foreign Affairs from Mali,
Niger, Kenya, and the Democratic Republic of Congo are active in using
the Twitter account. Nigerian embassies, for instance, use Facebook,
Telegram and Twitter, and other social media tools to promote their
foreign affairs daily activities. They are using social networks to deliver
the information, political and other events of their embassy. In ministries
of Foreign Affairs, diplomats must understand individual needs and state
requirements (Manor, Jan 20, 2016).
Thus, digital diplomacy has the potential to move African
international cooperation from the periphery and can revitalise efforts at
continental integration. Currently, the African Union and its continental
diplomacy‘ principles indicate the digitalisation processes as a vital tool
for transforming cooperation. The African Union has been trying to
promote digital diplomacy practice in its member countries as part of the
evolution of diplomatic practice, and the AU believes it can shine a light

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on the institution driving transformation. Therefore, based on these

norms, African Ministries of foreign affairs have been trying to use social
media platforms to engage with their communities in the diaspora.
However, there is a dearth of research and skills, as well as political
dynamics, which are also affecting leaders‘ efforts. Besides, lack of
technical skills and poor institutional settings are critical matters.

Ethiopia’s Challenges and Determining Factors of Digitalisation of

Diplomacy

Ethiopia is one of Africa‘s fastest-growing countries. But the trends of

transformations diplomacy trends, and foreign affairs policies have begun
to take current shape in the 1970s. During this period, permanent
representations started, and diplomatic missions were opened (Araka
Abota, 2002). Ethiopia‘s Foreign policy promotes national interests and
diplomatic relations with other states (Gebresslase, Nov 2015). Ethiopian
has reformed foreign affairs policies as a government agency under
Proclamation 4/1995 on 23 August 1995 (Ayalew, 27 Feb 2017). The
principal responsibility of foreign affairs institutions is to supervise the
Ethiopia‘s foreign relations. The ministry has structures responsible for
the follow-up of relevant issues and decisions. Formulation of the
Foreign Affairs Policy with the digital diplomacy guideline has been
instrumental in managing Ethiopia‘s reputation among its public
(Ethiopia, Nov 2002).
However, for decades, Ethiopia has accompanied the traditional type
of diplomacy in the Ministry of Foreign Affairs. This indicates Ethiopia‘s
foreign affairs have been less effective in implementing and practising
digital diplomacy. The innovative realities and dynamic at grassroots
levels dialogic loop are determinant elements in forming reputation.
Ethiopia‘s unique country brand and its image are not expressed
comprehensively. In the Ethiopian context, the concept of digitalisation
is recently accorded lukewarm attention. It could be best exemplified by
constructing a reliable pool of soft power for Ethiopia overseas, cutting
to the chase for the intended negligence of this budding. It is, for
instance, crucial to shed light on the foreign affairs of Ethiopia‘s extent
of openness to its followers‘ participation (Ayalew, 27 Feb 2017). The
trends indicate that Ethiopia‘s attempts to practice digital diplomacy in
the ministry of foreign affairs are unmatured. The lack of policy, skill,

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academic work, poor understanding, and political leader‘s commitment is

critical for implementation.
The current attempt indicates that the government is trying to focus
on the digitalisation of diplomacy to accelerate the changing balance
between Foreign Affairs Ethiopia and its missions. Digitalisation has
been seen as a positive tool for building a relationship between foreign
affairs and diplomatic posts taking on more prominent roles. Moreover,
the introduction of secure e-mail changed the relationships between the
ministry and its missions abroad. For instance, the patterns of
information distribution and allocation of functions increased
dramatically as the new technologies were exploited (Brian, October
2012). Since the reforms, the foreign affairs of Ethiopia focused on
designing appropriate digital diplomacy strategies concentrating on
providing up-to-date information. The top government officials and
diplomats have started practising their daily communications and
activities through digital diplomacy systems. Digitalised communication
systems have been seen as a vital tool to engage and manage Ethiopia‘s
diplomacy relations. The foreign affairs of Ethiopia‘s gradual attainment
of predetermined policy goals on the political and economic fronts are
assisted by the digitalisation processes. In its current undertakings, the
ministry‘s office has been playing significant efforts (Ayalew, 27 Feb
2017).
By promoting digital diplomacy, it is possible to narrow institutional
gaps between the government and the public. It can provide a method to
allow all sections of the domestic public to understand diplomacy as the
way to access resources, and knowledge, through networking and
engagement. Therefore, Ethiopia‘s Foreign Affairs is showing progress in
promoting digital diplomacy and cyberspace as an instrument. Digital
diplomacy is regarded as a means of understanding disruption (Ephrem,
2016).
Ethiopian leaders are seen as early adopters and quick learners of
digital technology processes. During the first-ever Munich security
meeting, what exercised the minds at numerous of the Roundtable‘s
sessions were the issues of digital transformation and cyber security.
Surprisingly, the government is becoming increasingly conscious of the
necessity to expand its interest in cyber-space and digital diplomacy tools.
The ministry has engaged with cyber-tech and digital diplomacy
implementations and developed new perceptions (Ephrem, 2016). The
international and national security strategies are designed to address the

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gaps in digitalisation. The external environment is viewed from the prism

of national situation and condition, and this ensures that the policy and
strategy have relevance to national security and survival (Ethiopia, Nov
2002).
Ethiopia‘s Foreign affairs policy is a national policy designed to
preserve its national interests and to achieve goals within its international
relations surroundings. But the challenges are lack of implementation and
less priority been given to implementation over the last decades. From
1991 to 2017, the foreign affairs‘ policies have been trying to pursue
external relations and security that disregarded problems that were
fundamental to national condition. The policy has been focused on the
outside world and looking in from the outside, as it were. Such an
approach could not adequately protect the national interest and security
of the country. Besides, the policy should have attracted the diasporas‘
attention by making a pleasant opportunity(Gebresslase, Nov 2015).
Digital diplomacy requires formal and technical skills, knowledge,
education, and committed expertise.
The other challenge related to Ethiopia‘s government is lacking
effectiveness in ratifying the proactive policy of social media guidelines
and strategies for diplomatic institutions. In Ethiopia, there is a lack of
enforcement legal environment for social media. The absence of social
media norms and standards is a critical issue, and this factor can limit
diplomatic mission efforts. The main question of the diplomatic
missions and worry of practitioners is participating in social media
without a clear guideline. To implement the diplomatic mission‘s social
media legal frameworks, norms, and policy tools are required (Mehari,
2017). One of the biggest fears of social media is the emergence of
unwanted dialogue, which is hampering organic culture and a lack of
skills to control communication. This affects the public attitude towards
social media. So that by resolving the issues and attitudes, it is possible to
focus on new audiences and easily interact with them digitally. Social
media, particularly Facebook, means that the recipient can easily talk
back and sometimes ask uncomfortable questions (Hoffmann, H. , 2013).
The critical factor of communication is the nature in which it occurs
and happens. Minimalising mistakes are essential tool when using social
media (Mehari, 2017). During online communication, mainly Facebook
and others need essential skills. Because there is no guarantee that the
targeted audiences are paying attention or not, the social media strategy
needs essential knowledge on how to access the Web sites and their

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intended participant audience. Aside from questions of communications,

technologies and internet penetration, some target audiences cannot be
reached due to blocking technologies put in place by their governments.
However, Ethiopia, Foreign Affairs, and their missions abroad are
started practising social media to create a conducive diplomatic
environment, to ensure national interest, peace, and development
(Mehari, 2017).
Stressing the significance of digital diplomacy is vital to promoting
the country's image, investment opportunities, and other rich historic,
cultural and natural sites. This can be done by engaging active expertise
in digital diplomacy (allAfrica.com., 14 January 2015). However, in
Ethiopia, there is still lagging in achieving digital diplomacy
comprehensively. Efforts of Foreign affairs in enhancing its digital
activities shall be focused on accessibility, commitment is less effective.
To comprehend this goal, diplomats are highly required to engage in
promoting the assets using social media tools. The government should
focus on responsive social media outreach strategies. It needs effective
reactions and responses from the public (Ephrem, 2016).
Ethiopia‘s foreign affairs current trend indicates that they are trying
to promote their cultures and development projects using digital
diplomacy systems. Thus, to create accountability and provide
explanations to the public digital diplomacy is a tool for the diplomatic
community. However, the government‘s growing focus indicates
consideration that diplomacy can create common ground, trust, and
legitimacy between the government and expand the country‘s interaction
with the outside world. The government of Ethiopia is aware of the fast-
changing dynamics of the regional, global and domestic situation.

Realising Foreign Affairs Policies and Digitalisation in Ethiopia:

Institutional Set-up, Backup Tools and its Effect on International
Relations

Ethiopia‘s foreign policies of past decades were, in part, found in a `siege

mentality which considered the country to be surrounded by enemies. Its
effects on people‘s psychology and its adverse impact on relations with
other countries cannot be underestimated. The attainment of economic
development is vital to the survival of a country. Thus, the government‘s
overall policy direction considers this basic reality. It would then be

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proper to pursue a strategy that would reduce the dangers and to

ensuring cooperation (Ethiopia, Nov 2002).
Based on these trends, Ethiopia‘s foreign affairs are focusing on the
policy reforms. The reform gives due attention to digitsing and its
institutional structures. Besides, foreign affairs see themselves as
challenged in senses that inefficiency terms and considering that the lack
of ability to perform functions is a critical factor. To realise foreign
affairs policy, the digital diplomacy tools and institutional setup are vital.
Likewise, implementing digital diplomacy and foreign policy require
proactive institutional policies and values. For Ethiopia, digitalisation is
important in determining relationships within the integrated network of
diplomatic missions. Particularly, it is an essential tool to perform as a
significant node in information communications and image building.
Since 2018, reforms in Ethiopia‘s Ministry of Foreign Affairs and its
leaders are conscious of the rapidly changing dynamics of the global
political and diplomatic situation (Ephrem, 2016). The leaders are trying
to promote the digitalisation of the diplomatic processes. The critical
challenges are related to lacking structural adaptability in their
international policy and poor commitment to practice digitalisation.
Thus, enhancing the significant factors of foreign affairs is less effective.
The failure to implement digital diplomacy in the ministry of foreign
affairs has been causing some problems. Ethiopia needs to develop
proactive strategies to promote its assets effectively (Brian, October
2012).
A Digital diplomacy strategy is urgently needed to create a conducive
environment suited to the proper formation of negotiations between the
Ethiopia‘s Ministry of Foreign Affairs and international communities. In
the Ethiopian context, the concept of digital diplomacy is getting
growing attention currently. Previously it could be stated that there were
few holistic national efforts invested in institutional and public
understanding. The considerate application of digital diplomacy to
attaining foreign policy interests could be best exemplified by
constructing a reliable pool of soft power for Ethiopia overseas (Ayalew,
27 Feb 2017).
The modern communication methods and digital tools have
influenced the politics, flow of information, awareness, and globalising
ideas. Social media is one such advancement that has been playing a vital
role as an informative organisational tool. Moreover, digitalisation
processes and information resource management need maximum care

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during the dissemination times (Wallin, 2013). Social media technologies

represent a significant development for countries‘ diplomacy in practice
and conceptualisation (Wanjiru, K. J., 2012). The increasing trends in the
use of social media in Ethiopia are considered, but still, it needs top
attention from the leaders and diplomatic missions abroad (Mehari,
2017).
Ethiopia‘s‘ Foreign affairs policy perspectives are an extension of the
leaders and the people(Akyol., 2021). Foreign affairs Ministry and its
digital diplomacy processes showed further moves to intensify activities
by expanding its social media presence. The users increased to a five-fold
on Twitter and Facebook since 2016. Currently, Ethiopia is diversifying
digital assets of Facebook and Twitter to other trends and assets, for
example: Google+, LinkedIn, -Instagram, and others. Moreover, they are
focusing on launching the website with improved features of security,
accessibility, graphics, synchronisation, and up-to-datedness. In general,
digital diplomacy is an ongoing process and aims to bring about
synchronised communication between the Ethiopian Ministry of Foreign
Affairs and communities (Ephrem, 2016).
The gaps in essential training and capacity-building are critical
factors to practice digital diplomacy processes in Ethiopia. One possible
way to address these challenges is by enabling internet connectivity.
Because poor internet connectivity and lack of technical skill are
understood as major challenges. However, since digital issues are top
agendas, formal diplomatic training, education, and experience sharing
are essential. Thus, the ministry of foreign affairs is required to conduct
continuous capacity development throughout a diplomat‘s career.
Moreover, reskilling and the ability to adjust technical knowledge are
essential for rapidly changing issues and to achieve the goals successfully
(Diplo, March 2021).
Digital communications are the basis for effective foreign policy and
modern diplomacy (Brian, October 2012).In this regard, Ethiopia‘s
foreign policy is trying to promote institutional harmonisation.
Promoting institutional strategy can serve as a useful guide to
negotiation, policymaking, and implementation. (Diplo, March 2021).
Hence, in Ethiopia, the introduction of social media opportunities helps
to communicate with global communities. The internet is connecting
with people from around the globe, and people easily deliver information
to followers. For example, Facebook, WeChat, YouTube, Skype,

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Tencent, and Zoom have attracted users and integrated into their daily
practices (Mehari, 2017).
According to Brian Hocking and Jan Melissen 2015, diplomacy
simultaneously can be online and face to face. The reality is that
diplomats of all types need to functionally implement social media
practices. Diplomats needed to reconcile conflicting demands of online
communication and physical presence. In the consular sphere, the public
will expect both, and the Ministry of Foreign Affairs will have to meet
these demands (Brian, October 2012). Moreover, the Diplo report of
2021, stressed the various institutional settings (Diplo, March 2021).
Thus, Ethiopia is establishing a network to loosely connect experts,
emailing lists, and ad hoc activities currently. The meetings based on
fully-fledged digital technology have been seen as an essential tool for
diplomatic activities.
The Ministry of foreign affairs of Ethiopia has shown positive
progress in using digital diplomacy‘s instrument. The diplomats, leaders,
and ministries started adopting digital diplomacy tools. But exploiting the
innovative realities in ―digital diplomacy‖ is less effective. Capacity
building is seen as crucial and tries to involve capacities within and
among diplomats. It needs to establish cooperating norms and policies
with institutions to further support capacity building. Involving diasporas
with specific knowledge and technical expertise is essential in
implementing digital diplomacy tools.
Ethiopia's Foreign affairs minister has been aware of the need to
expand its interest in cyberspace and digital diplomacy. Since the reform,
the current government is trying to develop the norms and policy
frameworks. Promoting the concept of the digitalisation practice in
diplomatic missions, among officials of the Ministry of Foreign Affairs is
showing progress. Thus, the diplomats of foreign affairs need to be
committed to promoting the country's digital policy goals proactively.

Recommendations

To improve consular services and communication, promoting and

implementing digitalisation diplomacy is ultimate for Ethiopia.
Embracing new technology tools, with the due precautions and using
guidelines of institutions, thinking beyond old-style formats are vital
instruments. Moreover, determining action, analysing situations, building

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the necessary accounts, and citizen participation and interaction are

required to implement Digital diplomacy in Foreign Affairs of Ethiopia.
However, in Africa States including Ethiopia the fear of future
attacks on complex institutions and cyber issues, and recent trends of
hacking the internet is a risk for institutions. Particularly, the rivals,
including state and non-state actors, are trying to attack systems to
extract information. The cyber security and hacking of information shall
be seen as critical for diplomatic and political officials. Because Ethiopia
has young national cyber security strategies and laws, the risks related to
cyber insecurity are seen increasingly as a culture.
The increasing numbers of ‗black-hat‘pony-trekking secret hackers,
criminals, and terrorist groups can damage national security services.
Because all social media and internet services in Ethiopia have been
created privately by external allies, and they can simply hack secret
information.
In recent periods, Chinese social media tools have enabled Ethiopian
officials to share their opinions. This progress has attached a great
implication to the online actors. Thus, adopting Chinese media such as
WeChat and Zoom is essential for cooperation and interactions.
Moreover, creating Ethiopia‘s digital systems and social media brand is
also required. Implementing digital visa and free visa access reforms is
essential. For digital diplomatic services, strengthening the rule of law,
and norms and improving administrative capacity in border control and
security of documents are essential.

Conclusion

In Ethiopia, technology has helped to shape communication in

diplomatic missions. Internet and social media have given birth to a
multiplicity of post-modern nations. Social media such as Zoom,
WeChat platforms, Twitter, and Facebook have long-drawn-out
diplomatic communication from a soliloquy to a dialogue. It helped the
diplomats to be able to engage two-way with international communities.
It has allowed Ethiopian diplomats to look transparent to the public and
develop trust. There are some indications that also suggest that
Ethiopia's diplomatic missions are increasingly seeing the need to use
more sophisticated forms of digital diplomacy.
Since the 2018 reform, using digital diplomacy has been given more
focus from top leaders to diplomats. But the lack of skilled human

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resources and globalisation impacts are regarded as critical challenges for

implementation. Unskilled usage of social media can damage the culture
and traditions of the country which also requires attention from all users.
The poor digital technology, lack of skill, enforcement norms, and weak
coordination among ministries and departments are also critical factors.
The growing impacts of Western social media have been affecting and
impacting the organic culture of the country. Diffusions of false
propaganda on social media are affecting the culture and communities‘
norms in Ethiopia.
There are increasing users of social media, such as Zoom and
WeChat in Ethiopia. Chinese media are better suited for communication
and rationality. For example, the COVID-19 epidemic, coupled with the
acceleration of the concept of intelligent society, threw them into a lake
of digital diplomacy. Ethiopian diplomats and government leaders started
using Zoom and Tencent apps for bilateral and multilateral conferences.
For several reasons, the Ethiopians learned lessons from China with the
help of the Zoom and Tencent Virtual Conference. Therefore, in such a
short period, many Ethiopian leaders and diplomats have adopted Zoom,
WeChat, Tencent, Facebook, Twitter, LinkedIn, Instagram, Telegram,
WhatsApp, and other internet-based communication tools.
However, from numerous indications, the implementations of
Ethiopian digital diplomacy are less matured. The poor internet, poor
usage of social media tools, are critical matters. They are required to go
beyond the traditional ways of simply creating websites, Facebook and
Twitter accounts.

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