Social Network Analysis of Digital Diplomacy in the Middle East Insights from NodeXL

Abstract

This an exploratory study examines the diplomatic activity of the Jordanian Ministry of Foreign Affairs on Twitter, focusing on the network's structure, influence, and key themes. Using NodeXL for social network analysis, the study investigates the interaction dynamics within the ministry's Twitter network during the first three weeks of 2024. The analysis highlights the network's general framework, identifying influential entities through metrics like betweenness centrality and eigenvector centrality. It also explores the sub-clusters of the network, and the most commonly used words, hashtags, and content shared on the platform. The findings reveal a highly connected yet low-density network, with limited reciprocal interactions and a predominance of one-sided communications. Influential actors, including media institutions and individual activists, play a significant role in shaping discussions. The study underscores the impact of time-specific events, such as the Davos Economic Forum, on the level of activity and interaction. By integrating Habermas' theory of the public sphere, the study contextualizes the network's dynamics within broader public discourse, offering insights into the Ministry's engagement strategies and their implications for digital public diplomacy.