Municipal practices as a form of diplomacy: A study on municipal approaches in the Western Balkans

In today's globalized world—marked by rapid advancements in transportation, communication, infrastructure, and technology—diplomacy, long regarded as a strategic tool for acquiring and sustaining power, continues to play a pivotal role within the discipline of international relations. Given the increasingly fluid and dynamic nature of power structures, diplomacy emerges as a vital mechanism in securing political influence and administrative advantage. As one of the most effective instruments of soft power, diplomacy has been the subject of extensive theoretical and empirical inquiry throughout history. The evolution of information and communication technologies has not only transformed human interaction but also redefined diplomatic practices, contributing to their diversification and broader societal reach. The rise of an informed and connected public—capable of accessing and disseminating information ubiquitously and instantaneously—has elevated the visibility, scope, and impact of diplomacy. Defined as a means of promoting a nation's political objectives, development strategies, and international image to external audiences, diplomacy also encompasses activities aimed at influencing perceptions and fostering mutual understanding. Modern societies, transitioning from traditional to digital media platforms, now possess unprecedented capacities to access, interpret, and share information across temporal and spatial boundaries. This has led to the emergence of increasingly informed communities across diverse geopolitical contexts. Within this framework, soft power—an essential component of contemporary public diplomacy—extends from national governments to local administrations. Local governments, particularly through municipal initiatives, have become active agents in public diplomacy by fostering international cooperation, projecting local values, and building transnational networks. This study examines municipal practices as a distinct form of diplomacy, with a particular focus on the experiences and strategies of municipalities in Western Balkan countries. The analysis seeks to evaluate how local governments in this region engage in diplomatic activities and contribute to the broader framework of public diplomacy.