Cultural Diplomacy in the Age of Social Media: A Narrative Analysis of Identity Politics and Its Implications for Sustainable Development

Abstract

Cultural diplomacy has undergone significant transformation alongside the penetration of social media into nearly every aspect of human life. This phenomenon has opened up new dimensions in the practice of international communication, while simultaneously giving rise to the complexities of identity politics that have the potential to influence the trajectory of sustainable development. This study aims to (1) analyze the dynamics of cultural diplomacy within the social media ecosystem; (2) identify patterns of identity politics narratives emerging in the context of digital diplomacy; and (3) examine their implications for the Sustainable Development Goals (SDGs) agenda. The study employs a qualitative literature review method using a narrative review design. Data were obtained from relevant books, journal articles, and scientific publications. The findings reveal three dominant themes: first, social media has shifted the paradigm of cultural diplomacy from one-way communication to a dynamic multipolar dialogue; second, identity politics in the digital sphere tends to produce two conflicting narrativesone emphasizing the strengthening of local identities and the other promoting global cultural homogenization; third, there is a positive correlation between the effectiveness of digital cultural diplomacy and the achievement of the SDGs, particularly Goal 4 (Quality Education), Goal 10 (Reduced Inequalities), Goal 16 (Peace, Justice, and Strong Institutions), and Goal 17 (Partnerships for the Goals). This study concludes that social media-based cultural diplomacy needs to be oriented toward an inclusive narrative approach that celebrates the diversity of identities, rather than exacerbating polarization, in order to support the achievement of sustainable and equitable development.