Analysing public diplomacy on Twitter with the MARPE Diplo methodological framework: the case of the European external action service

PurposeThe European External Action Service (EEAS) is a relatively new diplomatic service established in 2010. In previous analyses, the authors noted a dominance of security and foreign policy messages emanating from the EEAS, demonstrating the European Union (EU)'s negotiating power. It was clear it had discovered the benefits of public diplomacy, but rather practised traditional diplomacy on public diplomacy specific platforms. The authors aim to pursue the monitoring of the EEAS’ strategy, covering 2019 and 2020, to understand how the use of Twitter supports the evolution of the EU foreign policy.Design/methodology/approachQuestioning if the EEAS is entering the second phase of its life cycle (launched in 2010, its introduction phase was under Katherine Ashton, 2009–2014, followed by Federica Mogherini, 2014–2019, and Josep Borrell, 2019–2024), the authors carried out a content analysis on 765 tweets. The authors used the MARPE Diplo methodological framework to compare how the EU uses public diplomacy through its EEAS to negotiate its own interests with non-EU parties under the presidency of Federica Mogherini (period 1), during the transition period (period 2) and under the presidency of Joseph Borrell (period 3).FindingsBased on the comparison with their previous studies, the authors demonstrate that, over the years, the overall discourse of the EEAS is much more oriented towards public diplomacy.Research limitations/implicationsThe present study has two limitations. The first refers to the sampling of the participants involved in the citizen science experiment: they belong to a homogeneous age category and similar education level which might have biased their analysis. Second, the authors acknowledge the usual limitations linked to citizen science. However, the authors acknowledge a growing emphasis on the outcomes for society involving citizens and including partnerships between the public and scientists as well as an increased public engagement in policy processes.Practical implicationsThe research leads into new insights regarding the European-centred translation of the EEAS messages, compared to the off-centred view of non-European contributors.Social implicationsThe citizen science approach allows to integrate the targeted public to apply public diplomacy content analysis.Originality/valueThis case study is based on the principles of citizen science and demonstrates the importance of an off-centred approach in the analysis of the practices of public diplomacy.