The link between economic and digital diplomacy: The case of US-South Africa relations on LinkedIn

Abstract

In recent years, there have been several studies focusing on economic diplomacy while using a global communication frameworks. However, there have been limited studies integrating economic diplomacy, perceptions (representation), and digital diplomacy. The study therefore delved into representation held by LinkedIn followers of the selected US entities in accordance with the economic relations between South Africa and the United States of America (US). Thus, the two key pillars of the study are economic relations and perceptions, with a focus on how these pillars converge and diverge. An initial review of the literature shows gaps in studies linking US economic diplomacy and digital diplomacy which the study looks to fill. The study adopted second-level media agenda-setting, third-level media agenda-setting; and media framing which was complemented with analysis of the extent to which the recurrent themes have been featured in the LinkedIn accounts of US entities such as US Mission in South Africa, the US Agency for International Development, the US Commercial Service, the Prosper Africa, the International Development Finance Corporation, the Millennium Challenge Corporation, Power Africa, the US African Development Foundation, and the US Trade and Development Agency. The study found that the US successfully used its entities to promote its economic diplomacy through LinkedIn. The study further revealed that the US economic diplomacy towards South Africa was appealing, particularly concerning the energy transition project in South Africa. The findings also revealed that the US effectively applied media framing; second-level media agenda-setting; and third-level media agenda-setting theories to strengthen its economic diplomacy towards South Africa using the LinkedIn platform.