| Abstract [eng] |
Public diplomacy, particularly through digital means, has become an essential tool for advancing national interests, especially for small states with limited resources. Lithuania, in response to rising security concerns from Russia, faces needs to effectively employ digital diplomacy to strengthen its global influence, including in the Indo-Pacific region. This paper examines how Lithuania’s Ambassador to Japan, Aurelijus Zykas, utilized the social media platform X (formerly Twitter) to engage Japanese audiences and promote bilateral relations. The study analyzes the Ambassador’s social media posts, revealing that topics such as personal life, culture, and embassy affairs, issues in Central-Eastern European region were highlighted as well as garnered significant engagement. These posts demonstrate how Lithuania utilized digital diplomacy to set agendas, expand its presence, and foster interactive dialogue with Japanese digital publics. The study confirmed these posts stressed Lithuania as an independent and freedom-lasting country while they also contained transparency, self-disclosure, and respect for local culture. This study underscores the potential of digital public diplomacy for small states like Lithuania, illustrating how they can leverage social media to enhance soft power. |
