The European Union’s voice on Twitter: the European External Affairs Service (EEAS) and the use of Public Diplomacy

Abstract

The article discusses the use of the Twitter platform by the European External Action Service (EEAS) as a strategic tool of its approach to public diplomacy. The thematic content analysis of 340 tweets over a period of 29 days indicates that the EEAS is implementing the strategic objectives related to public diplomacy, making full use of its specific functions, while dealing with the dilemma opposing secrecy to the demand for transparency, shedding light on selected parts of the negotiations’ process to legitimize the results (EU declarations and actions) aimed at building mutual benefits between the EU and its publics.