Analysis of twiplomacy applications within the scope of digital public diplomacy from the perspective of dialogical communication: A research oriented on international public organizations

With globalization, a social structure has emerged in which borders are eliminated, peoples and states interact, and these developments have affected the application areas of political communication. Public diplomacy, which has evolved from diplomacy in accordance with the requirements of the age, has developed as a field where daily communication studies, long-term education and cultural studies are carried out. Public diplomacy is trying to adapt to new actors emerging in this global structure. The increase in technological opportunities has developed digital public diplomacy, including social media platforms. Twitter(X) has become one of the most important areas where digital public diplomacy is practiced and has been conceptualized as Twiplomacy in the literature. Twiplomacy is the use of Twitter(X) by states, state administrators and relevant organizations to implement public diplomacy. This study aims to examine how Twitter (X) as a social medium is used as a digital public diplomacy practice environment and tool within the framework of the concept of twiplomacy and dialogic communication principles. For this purpose, the Twitter accounts of the Turkish Cooperation and Coordination Agency (TIKA) in Turkey and the equivalent institutions in the G8 countries were examined, and 2058 tweets shared by nine organizations between 15 May and 15 August 2024 were subjected to content analysis. The findings show that organizations give importance to the principles of usefulness of information, conservation of visitors, generation of return visits and dialogic loop in their Twiplomacy activities, respectively; in terms of the principle of dialogic loop, Twitter is not used effectively, bidirectional flow is neglected and mostly one-way information flow is used.