Emotional labour in digital diplomacy: perceptions and challenges for European diplomats

Social media are increasingly important tools in diplomacy. Diplomats expected to use social platforms such as Twitter, Facebook and Instagram communicate with each other both the domestic international publics. This form of communication involves displaying positive emotions generate attention a competitive information environment. Emotions essential managing perceptions, conveying signals safeguarding state reputations traditional Commercial demands online performance, however, activate new dimensions challenges management As digital disinformation populist campaigns have transgressed boundaries public debate, diplomats must also display emotional restraint contain counter influence. article analyses how perceive diplomacy engaged their efforts perform competently offline. The study draws on fieldwork interviews 13 European well document analysis handbooks training material used transfer ‘emotional skills’ diplomats. findings suggest that challenging enactments ‘the good diplomat’. In addition tensions between outreach countering practices, labour extends beyond what we see media. expectations constant performance at times conflict professional role