Twitter and its elements: Analysis of the performance of Palestinian digital diplomacy on Twitter

This study aims to investigate the Palestinian government’s digital diplomacy performance on Twitter (now X) by examining 2841 tweets tweeted or retweeted by the Palestinian government’s digital diplomacy actors, @pmofa and @PalestinePMO. This study applies Bjola and Holmes’ (2015) framework of digital diplomacy. Through content analysis, the study concludes that Palestine, through its representative actors, does not perform digital diplomacy effectively on Twitter. The findings of this study reveal critical gaps in the performance of the Palestinian government's digital diplomacy efforts, characterized by a lack of diversification, an absence of a clear digital diplomacy strategy, a deficiency of active engagement, and missing opportunities to enrich narratives.