ABSTRACT

The use of websites, Twitter, Facebook, Instagram and YouTube have become a major part of diplomacy today. Developed states have taken to these platforms and using them as a tool to advance their foreign policy and to showcase their soft power. Developing states, on the other hand, are adapting to the use of websites, Twitter, Facebook, Instagram and YouTube to advance their foreign policy objectives although, there is room for improvement. Using the concept of soft power, the study explored how these digital media platforms can be used in Ghana to advance its foreign policies. The study looked at the extent which the Ministry of Foreign Affairs and Regional Integration, Ministry of Tourism and Culture, the Information Services Department and the Ghana Tourism Authority have leveraged digital media in advancing Ghana’s foreign policy. The study argues that the effective use of digital media by the Ministry of Foreign Affairs and Regional Integration, Ministry of Tourism and Culture, the Information Services Department and the Ghana Tourism Authority could help advance the state’s foreign policy objectives. Findings from the study indicate that these institutions do have some presence on at least two of these digital media platforms but they do not collaborate on these platforms. Some of the successes achieved by these institutions in using these digital media platforms include reaching a wider audience, educating their followers and embarking on online advertising campaigns. Lack of stable internet, political interference and institutional challenges are some of the challenges faced by these institutions regarding the use of digital media. Based on the findings, the study recommends education, collaboration and stable internet to help Ministry of Foreign Affairs and Regional Integration, Ministry of Tourism and Culture, the Information Services Department and the Ghana Tourism Authority leverage digital media to advance Ghana’s foreign policy.