فعالية الدبلوماسية ‏الشعبية الرقمية في نشر ‏الرواية الفلسطينية: ‏دراسة تطبيقية على ‏صفحة ‏Eye on Palestine‏ ‏في منصة الإنستغرام

Moeen Fathi Koa; Hind Abdullah Naser

doi:10.35516/Hum.2025.7951

Authors

Moeen Fathi Koa ‏‏The Institute of Modern Media, Al-Quds University, Abu Dis, Palestine.‎ https://orcid.org/0000-0002-9424-8474
Hind Abdullah Naser Department of Public Relations & Communication, An-Najah National University, Nablus, Palestine.‎ https://orcid.org/0009-0002-7919-257X

DOI:

https://doi.org/10.35516/Hum.2025.7951

Keywords:

Digital public diplomacy‎, Eye on Palestine, the Palestinian narrative‎, agenda setting‎, expansion of presence‎, generation of debate‎, Instagram.‎

Abstract

Objectives: This study aims to assess the effectiveness of Palestinian digital public diplomacy in shaping public perceptions by analysing posts on the ‘Eye on Palestine’ Instagram page.

Methods: The study uses the survey method, as classified under descriptive research methodology, as well as content analysis, to analyze the page's posts. The content analysis questionnaire is based on a three-dimensional theoretical framework with the following dimensions: agenda-setting, expansion of presence and the generation of debate.

Results:. The study reveals that the ‘Eye on Palestine’ page successfully sets its agenda, with a focus on specific topics such as Israeli aggression against Palestinians and their properties, which covers 38.5% of the total posts. Palestinian digital public diplomacy on the aforementioned page has been highly effective in expanding its presence and reaching diverse audiences, especially the foreign public. Although the posts show significant interaction in terms of public comments, two-way communication is lacking. Additionally, the page relies heavily on video clips, constituting 70.5% of its posts.

Conclusions: Despite the increased use of Israeli digital diplomacy, the study shows that Palestinian digital public diplomacy has played a significant role in spreading the Palestinian narrative and influencing global public opinion, as well as refuting the Israeli narrative and its false content. However, this form of diplomacy requires further improvement and development.

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