Digital diplomacy and soft power in algorithmic contexts: platforms, narratives, and global influence competition

This article analyses the reconfiguration of state soft power within a digital ecosystem governed by algorithms and private platforms. It examines the impact of TikTok, Douyin, and content creators on contemporary public diplomacy, focusing on their role in projecting national narratives and shaping global perceptions of states. A qualitative methodology is employed, using a comparative approach grounded in documentary analysis, specialised literature review, and case studies. These are complemented by empirical data tables addressing algorithmic segmentation, digital consumption, and content distribution. The findings reveal a structural transformation in cultural diplomacy, where symbolic visibility is mediated by technological infrastructures that prioritise discourse based on commercial or ideological criteria. The study concludes that states must design digital diplomacy strategies aligned with algorithmic governance frameworks in order to preserve narrative autonomy and compete effectively for influence in a globalised digital environment.