The presence of digital diplomacy in Palestinian foreign policy: Research on the digital efforts of Palestinian ambassadors to the Western world after the 7th of October 2023

Abstract

This thesis examines the evolving role of Palestinian digital diplomacy through an analysis of X activity by five Palestinian ambassadors stationed in key Western countries— USA, Canada, UK, France, and Germany—over a critical three-month period following the escalation of violence on October 7, 2023. This escalation occurred within the broader and ongoing context of Israel’s prolonged military occupation of Palestine. The study explores how Palestinian diplomats leveraged social media as a strategic tool to shape national narratives, advocate for humanitarian concerns, and influence international public and political opinion, particularly during a time when conventional diplomatic avenues were constrained. The findings reveal that digital platforms, especially X, have emerged as vital arenas of diplomatic engagement for politically marginalised actors such as Palestine. In the absence of full statehood and under considerable resource constraints, Palestinian ambassadors have utilised these platforms to circumvent mainstream media filters, respond to disinformation, and evoke global empathy through emotional and legal narratives. Notably, emotionally charged posts, references to international law, and the use of visual evidence—such as photographs of humanitarian suffering—were among the most engaging and widely shared. These strategies allowed Palestinian diplomats to assert moral legitimacy and build transnational solidarity, particularly when tweeting in English with succinct and targeted messages. A mixed-method approach was adopted, combining quantitative metrics (such as tweet frequency and engagement rates) with qualitative content and sentiment analysis. The study also identified several limitations, including the sporadic use of digital diplomacy tools across embassies, reliance on individual ambassadorial initiative rather than cohesive institutional strategy, and underinvestment in digital communication infrastructure. Additionally, algorithmic censorship, linguistic bias, and varying levels of digital literacy further complicated outreach and message amplification. Despite these challenges, Palestinian digital diplomacy during the 7th of October crisis made notable gains in visibility and public mobilisation. The thesis identifies this activity as a form of adaptive, narrative-driven resistance diplomacy—one that blends traditional diplomatic values with the immediacy and visibility of digital technologies. However, the study also underscores the vulnerabilities inherent in relying heavily on social media, particularly under conditions of geopolitical inequality and algorithmic opacity. Based on the analysis, several recommendations are proposed. These include the development of a formal digital diplomacy framework by the Palestinian Ministry of Foreign Affairs, the appointment of trained communication personnel in embassies, and the creation of centralised support structures to coordinate message consistency and improve strategic engagement. Additionally, the study suggests leveraging diaspora networks and civil society organisations as key amplifiers of digital messaging. Academically, this research contributes to the growing literature on digital diplomacy by foregrounding the experience of a non-sovereign actor operating within a high-stakes conflict zone. It demonstrates how digital platforms function not only as tools of communication but as contested arenas for political legitimacy, symbolic power, and narrative control. Ultimately, the study positions Palestinian digital diplomacy as an emerging model of resistance diplomacy—where a tweet may, in certain moments, hold the weight of a formal communiqué.