Let’s enjoy a quick look at what the U.S. Embassy in Kabul is Tweeting. This is called “social media diplomacy” and is designed to “reach out” to “local” people in the host country and make them love America more. State is kinda shy about saying it, but given the world-wide nature of these things, there is also a sweet little domestic propaganda side to it all. And get this– you pay for all this with your Bitcoins! Have a read:
To begin, like the U.S. Embassy said, Happy Easter to those who celebrate it. Thing is, Afghanistan is remarkably not Christian, and the purpose of social diplomacy is to “reach out,” so opening with the Christian thing might be… awkward? Many Muslims in the target area already characterize the U.S. as a Crusader at war with Islam, so there, there’s that going for us.
Next up the Embassy reTweeted something in Spanish about the U.S. Ambassador visiting one of the Crusader bases in Herat. Apparently the base contains some Spanish troopers, so that’s the linguistic connection sure, but like Christians, there are relatively few Spanish speakers among the local Afghan population.
And on to the domestic side of today’s social diplomacy Tweets, two cheery notes.
The first heralds Afghan efforts to build an new “Silk Road.” The many Afghans still fighting for, with or against the Taliban and/or the U.S., never mind those whose relatives have been blown up by car bombs or drones, may not fully share the vision of progress, but one guesses the whole Silk Road thing is meant more for gullible Americans than gullible Afghans.
The second Tweet doubles down on the good news, this time sharing the breaking story that “U.S. Foreign Policy in South Asia [is] A Vision for Prosperity and Security.” So that’s sorted. The only skeptics on that front might include the relatively few Americans who read the news, and pretty much everyone in Afghanistan.
BONUS: Wait a tick– if the purpose of social media diplomacy is to engage with the local people, why are the Tweets all in English (and Spanish?) Maybe it is like a language tutorial, some kind of “linguistic diplomacy.” There’s also the “issue” that Internet use in Afghanistan varies from 12 percent in Kabul itself, to zero percent lots of other places. The average is about two-three percent. Subtract out of those already low percentages those who do not read English (or Spanish) and those who do not use Twitter and you’ve got a pretty small pool of targets. Anyway, those happy few Afghan web browsers are no doubt the most important people in the country and all that. Besides, you know, social media, Cuban Twitter, youth demographic, whatever.
We are a sad and lonely people, aren’t we?
Copyright © 2014. All rights reserved. The views expressed here are solely those of the author(s) in their private capacity. Follow me on Twitter!