Emerging Communication Strategies in Japan’s Digital Public Diplomacy in Mexico

Abstract

For several years, diplomatic practice has undergone profound transformations driven by technological advances and changes in the global geopolitical structure. As a result, nation-states have reconfigured their external communication strategies, orienting them toward forging a positive image of their country in the international community, while simultaneously strengthening their projection in the multilateral, regional, and bilateral arenas. In this context, social media has emerged as the preferred tool for public digital diplomacy thanks to its capacity for massive and instantaneous dissemination, as well as its potential to inform and share interests, highlight public policy actions, and offer cultural content directly from diplomatic missions to society.

Under this premise, this document analyzes the crucial role played by high-ranking government officials and foreign missions as managers of a country’s image, opening communication channels and managing cooperation ties. Japan has actively followed this trend and has distinguished itself through strategic execution on its digital platforms. The study focuses specifically on Japanese communication strategies in Mexico that seek to create closer ties with the community by emphasizing cultural issues as an integral part of its now emerging digital public diplomacy.