The Digital Face of the Hellenic Foreign Affairs' policies: A Study of Online Practices

Background: In today's world, digital diplomacy has become a crucial tool in foreign policy, enabling countries to shape their national identity, and manage crises, as well as secure economic and cultural interests in the online global arena. For Greece, a medium-sized European nation with valuable ties across the European Union, the Mediterranean, and the Balkans, this digital strategy is particularly significant. This study examines the key digital diplomacy practices employed by the Hellenic MFA.Objectives: The focus of this study is to map out and analyse the main digital diplomacy practices of the Hellenic MFA. The research identifies the dominant types of practices, thematic orientations, target audiences, and the strategic purposes underlying these efforts.Methods: A mixed-methods content analysis of 166 digital items published on the MFA's official website between (1 June - 1 September 2025), was carried out using quantitative coding established frequencies and the global geographic emphasis beside qualitative coding explored narrative frames and strategic intent.Results: The typology of digital diplomacy reveals that economic diplomacy is the dominant accounting for 22.9%, followed by public diplomacy at 18.7% diaspora, cultural and energy diplomacy. The three strategic cross-cutting objectives revealed in the typology are image-building (nation branding), enhancement of the multilateral relationship, and enhancement of bilateral/operational relationships mainly within the EU and the Mediterranean area. The MFA appears to use heritage-based soft-power narratives (similarity - culture; Olympic legacy) in association with pragmatic policy communicative messages (investment - energy security).Conclusions: The digital diplomacy of the Hellenic MFA utilizes a hybrid model that combines conventional symbolic nation-branding with instrumental national policy objectives.