MODERN TRENDS OF DIPLOMATIC COMMUNICATION: WHATEVER WORKS

Abstract

Diplomatic communication is one of the most strictly regulated types of public communication with such limiting factors as the norms and requirements of dip- lomatic etiquette and protocol and centuries-old diplomatic practice. However, even this instrument of international relations is affected under the pressure of modern innovations and challenges, which lay the foundation for new trends in diplomatic communication. They do not replace the traditional ways of conducting diplomacy, but they diversify diplomatic communication and make it possible to achieve certain goals. Diplomatic protocol defines the limits of nor- mative and permissible behavior in each specific situation and in a specific coun- try. However, in the modern world, where informal communication has become popular owing to social networks, even the leaders of the governments demon- strate a certain rejection of the standards of diplomatic communication. In this article, we analyze how information and communication technologies contribute to the involvement of citizens in influencing diplomatic negotiations (hashtag campaigns), how ICTs shape new types of diplomatic communication (remote diplomatic negotiations, Twiplomacy, Facebook Diplomacy, virtual embassies and virtual consuls), and new forms of representation of both diplomats, state leaders, and the states themselves (selfies, blogs). In addition, COVID-19 modi- fied the norms of diplomatic greetings, and the full-scale war of the Russian Federation against Ukraine provoked certain changes in non-verbal diplomatic communication, in particular, the etiquette requirements for the appearance and tone of diplomatic communication. Specifically, the “offensive” manner of com- munication of the Ambassador of Ukraine to the Federal Republic of Germany, Andrii Melnyk, was new for verbal communication. With regard to non-verbal communication, the military style of President Volodymyr Zelensky attracts at- tention, forms a certain message and even provokes imitation. The emergence of new communication trends shows that in emergency situations of uncertainty Whatever works, or, in other words, to achieve goals, even non-standard means for diplomatic activity are suitable.