A colleague who studies social media passed this book onto me–I thought it sounded interesting, but I didn’t realise how surprisingly relevant to exchange diplomacy it would be, too. Zuckerman points to the example of his friend Johan Ugander, who co-authored a paper on international ties on Facebook. As a Swedish-American, he has more international ties than a typical social media user. This has knock-on effects, in terms of exposing those in their social networks to news and other shared content from different places. In exchange diplomacy, this is really part of the ‘multiplier effect’, where exchange participants pass on their knowledge gains post-sojourn to those in their social circles.
“People like Ugander who’ve lived their lives in different corners of the world are likely the key if we want social media to give us a broad view of the world and help us care about people we don’t otherwise know. With a Swedish citizen in my network of friends, I’m likely to be exposed to news and perspective I otherwise would have missed. Whether that exposure turns into interest and attention is a function of my receptivity and Johan’s ability to provide context around the news he’s sharing.”Ethan Zuckerman, Rewire: Digital Cosmopolitans in the Age of Connection (New York: W.W. Norton & Company, 2013), p. 116
Exchange diplomacy is all about connection and cosmopolitanism. The underlying logic of exchange diplomacy is that connections between people of different nations/groups/ways of thinking will lead to a sense of shared humanity and a cosmopolitan mindset.
Has the ease with which we can connect digitally with others around the world made the face-to-face connections of exchange diplomacy obsolete?
I would argue that it hasn’t at all, because there is a gap between the potential to connect digitally and the actual ways we use these digital tools. We may be able to access platforms that enable discussion with foreign publics, but we don’t necessarily use them. Our online social networks mirror our offline friendship circles, and we develop filter bubbles just as we spend time with like-minded people in real life.
Furthermore, exchange diplomacy processes might be enhanced with the development of social media, not rendered irrelevant by them. As Zuckerman suggests, world travellers might play an important role in broadening online networks and making them more cosmopolitan–if we have a personal connection, a friend-of-a-friend, then news about a distant country we’ve never visited can feel more relevant and meaningful.