Diaspora Briefings
Perspective: “Public and Digital Diplomacy”
Date: 30/03/2021
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Public diplomacy, especially digital diplomacy, is one of the main instruments that states use today to promote their interests, values, and identity. Albania, Kosovo as states but also their citizens at home and diaspora abroad face many challenges, including the challenge of promoting identity, culture, values, and interests, and above all overcoming prejudices and negative image. 

How can public and digital diplomacy enhance Albania’s and Kosovo’s international image and improve its international standing? What does Public (including the use of internet resources – Digital Diplomacy) mean for Albanians in the 21st century? What are the key features around which Albania and Kosovo should brand their nation?  To discuss these questions, as part of the DiasporaFlet 2020, a panel on public and digital diplomacy was held with distinguished speakers, including: Mr. Ditmir Bushati, Albania’s foreign minister, Mrs Lendita Haxhitasimi, Kosovo’s Ambassador in Rome, Dr Ermelinda Kanushi, Albanian researcher in Germany, and Mr. Drilon Gashi, policy consultant in the United States of America. 

Public diplomacy in the digital age is an essential feature of modern statehood. Mr. Bushati highlighted that since we live in the world of algorithms and disinformation it is crucial to utilize digital diplomacy not only to promote our national values and identity but also defend our fundamental interests. In particular, national progress can be undermined by fake news and ill-intended disinformation campaigns coming from abroad. While for Albania the function of public diplomacy has been most in promoting national values and enhancing its international position, for Kosovo public and digital diplomacy has had a slightly different function. Mrs. Haxhitasimi argued that changing and promoting Kosovo’s international image through public and digital diplomacy has been key to the work of Kosovo’s foreign service since its inception a decade ago. Found in unique circumstances, public and digital diplomacy has enabled Kosovo to overcome many obstacles posed by traditional diplomacy in the quest for consolidating its international position by expanding diplomatic recognition and membership of international and regional organizations. More than in other instances, 

Moreover, Mr. Bushati emphasized that the self-organizing capacity of the Albanian Diaspora to promote national values, identity, and interests has been a distinct feature of Kosovo’s and Albania’s public and digital diplomacy. He highlighted that crucial for the success of any public and digital diplomacy is mobilization and multiplication of role models and agents of change at home and in Diaspora who will channel national values and promote identity. Mrs Haxhitasimi added that a key feature of Kosovo’s public and digital diplomacy has been working with members of Diaspora to advance the country’s foreign policy goals and promoting new state identity.

Thus, one of the core features of Albania’s and Kosovo’s public diplomacy has been the promotion of successful stories and personalities of Albanians in Diaspora as a way to improve their own image and standing internationally.  

Yet, there was a wide consensus among the panel members that for public and digital diplomacy to work there must be stable political institutions at home. For Mr. Bushati, Albania’s and Kosovo’s public and digital diplomacy regardless of how well it is pursued or promoted will always be affected by domestic political and social developments. Thus, national progress is essential for the effectiveness of any public or digital diplomacy. Along the same lines, Mrs. Haxhitasimi added that digital diplomacy is effective when there is what to report and promote internationally. 

Diaspora communities have emerged as an important asset for small nations to promote their identity and interests abroad. On the question of how to mobilize the Albanian Diaspora to promote national values and interests, Mr. Gashi highlighted that each and every member of Albanian community abroad are ambassadors of our countries and their successes indirectly enhance cultural image in the world. In particular, established Diaspora communities and those residing temporarily abroad, such as students, can play a vital role in promoting from distance national identity and values. In this regard, it was stated by all panel members that the role of Albanian Diaspora has been indispensable in overcoming prejudice and the negative image of Albania and Kosovo in the world. Though, Mrs. Haxhitasimi admitted that there is more scope for diplomatic services of Albania and Kosovo to identify and work with the Diaspora in promoting national values and interests and to coordinate activities for enhancing. For Dr Kanushi, the best way forward for promoting our national values and interests is a combination of organized and spontaneous campaigns on digital platforms. Though to do that, Dr Kanushi highlighted that we need to have a global survey of how other nations perceive  Albanians and their identity. She pointed out that we need in particular to identify what are the positive and negative perceptions about Albanians in the world and set indicators to measure the improvement of our  international image in the world.  

Finally, central to public and digital diplomacy is nation branding campaigns as anchoring features of any successful effort for promoting identity, values, and interests abroad. All panel members agreed that Kosovo and Albania need to identify their national branding and through structured and organized digital and public campaigns promote economy and culture. Dr Kanushi highlighted that Key features of Albania’s and Kosovo’s nation branding should be religious tolerance, hospitality, nature and food. Mrs Haxhitasimi  shared a similar view, arguing that while Kosovo’s public and digital diplomacy is widely dominated by political topics related to its domestic and international status, it should focus more on promoting cultural heritage, our nation’s struggle for freedom and independence, and human capital. Mr. Gashi added that with limited economic and military power, the strength of Kosovo and Albania are its people who are the most effective catalysts for success in the international stage.  Finally, Mr Bushati argued that the focus of Albanian public and digital diplomacy  should first and foremost be self-recognition, namely the greater cultural integration of Albanian communities living across the Western Balkans and beyond. He also highlighted that good governance should be a national priority which can become an important international branding that will not only promote culture and identity but also promote foreign investments and socio-economic progress. In achieving good governance at home, Diaspora is a vital agent of change because of its influence at home and embodiment of good virtues. 

In conclusion, this panel discussion revealed that both Albania and Kosovo need to work together to develop a more structured and evidence-based public diplomacy centred around a set of branding attributes, such as tolerance, hospitality, nature and food, and human capital.  However, enhancement of international image and prestige needs to go hand in hand with democracy and good governance at home as well as greater recognition of Albanian Diaspora contribution for national development and international affirmation. 

About the author: Dr Gëzim Visoka is Associate Professor of Peace and Conflict Studies at Dublin City University (DCU). He holds a PhD in Politics and International Relations from DCU. His research focuses on post-conflict peacebuilding and statebuilding, transitional justice, global governance, foreign policy, and diplomatic recognition. Dr Visoka is the co-editor of the forthcoming ‘Oxford Handbook of Peacebuilding, Statebuilding, and Peace Formation’ (with Oliver P. Richmond), co-author of ‘Normalisation in World Politics’ (with Nicolas Lemay-Hébert), and lead co-editor of the ‘Routledge Handbook of State Recognition’ (with John Doyle and Edward Newman). His most recent books include: ‘Acting Like a State: Kosovo and the Everyday Making of Statehood’ (Routledge, 2018); ‘Shaping Peace in Kosovo: The Politics of Peacebuilding and Statehood’ (Palgrave Macmillan, 2017); and ‘Peace Figuration after International Intervention: Intentions, Events and Consequences of Liberal Peacebuilding’ (Routledge, 2016). Parallel to his academic activity, Dr Visoka has over ten years’ of experience working with civil society groups and policy consultancy in post-conflict societies.

Youth and Student Organization and Networking in the Diaspora
The organization and networking of Albanian youth and students in the diaspora has been and remains the foundation of community organization in the diaspora and the source of activism for the country of origin. Young people and students in the diaspora play an important role in intergenerational relations within the diaspora and in links with organizations and institutions in the homeland. Despite this great potential, a series of structural, social, and political challenges currently limit youth and student organization in the diaspora. The lack of coordination and institutional support, communication problems, and "space-time" barriers make it difficult for youth to collaborate and build sustainable networks. This limits the impact they can have on the community and their connection to their country of origin.   Current Challenges Albanian youth and students in the diaspora face a number of challenges that hinder their sustainable organization and effective networking. One of the most noticeable problems is the lack of sustainable structures in areas where there has been no tradition of community organization. Although interpersonal connections exist and students often maintain contact with each other, the lack of a shared entity or platform makes it difficult to coordinate activities and projects. Individual efforts often remain fragmented and fail to have the desired impact on the community or on links with the homeland. In some cases, even where there are community associations and organizations, their structure is often weak, and the lack of institutional and financial support exacerbates the situation. In some countries, such as Switzerland, the diplomatic representations of Albania, Kosovo, and North Macedonia have played an important role in supporting student communities. But in other countries, diaspora representations have been reported as often having no right to participate in public activities, leaving organizations without a trusted institutional partner. Moreover, the lack of financial support from Albanian entrepreneurs and individuals, as well as from state institutions, has created significant gaps in financing projects and activities that could help the community. This situation also appears in the case of Albanian schools in the diaspora, which often operate with limited resources. Another important challenge is the impact of politics on student associations and organizations abroad. The involvement of political parties from Kosovo and Albania has created a polarizing and fragmented environment, often resulting in strong divisions that hinder joint activities. Various associations have become arenas for political party support, pushing away young people who want to contribute independently. An example is the association in Geneva, where its members were closely linked to a political party. This association not only temporarily removed the terms "apolitical" and "nonpartisan" from its statutes but also continued to use the organization's social platforms for political activities, even after the departure of its members. Similar situations have been reported in Lausanne and in the Albanian student federation in Switzerland, where political divisions have hindered cooperation and created an unsafe environment for organizations aiming to maintain an independent and unified stance. Additionally, divisions between Albanians from different regions of the nation represent another challenge. Albanians from North Macedonia, the Presevo Valley, Montenegro, and Cameria often feel left out by Albanians from Albania and Kosovo. This feeling of exclusion comes from the lack of their inclusion in activities by organizations or any institutional support addressing them directly. This challenge highlights the need for a more inclusive approach from all parties to ensure that every Albanian, regardless of regional origin, feels part of a common and equal nationality.   Creating a Unified Platform The role of technology is a very important theme for the diaspora. A large number of Albanian students are oriented towards information technology (programming, engineering, etc.), and it is in the national interest to use their skills as solutions to our challenges. Technology can help overcome geographic and time barriers. Using digital platforms and mobile applications can facilitate collaboration between Albanian students in different countries around the world. A great example of organizations that have created virtual platforms to support students worldwide is "NAYORA" – The National Assembly of Youth Organizations of the Republic of Azerbaijan and the Lithuanian World Youth Association "Pasaulio". Through these platforms, these organizations have built communication and collaboration bridges, offering educational resources and support for youth, no matter where they are located. These initiatives have helped strengthen connections between students and promoted equal access to global educational opportunities. Furthermore, Albanian organizations also used virtual platforms during the pandemic for national and cultural activities, bringing Albanians together in a virtual environment. However, technology is not a sole solution. The lack of a unified platform for all Albanian students in the diaspora remains a major barrier. A mobile application dedicated to networking and coordination would be extremely useful in uniting Albanian youth around the world.   Recommendations To address the challenges of youth and student organization in the diaspora, here are several concrete recommendations that can contribute to strengthening networking, collaboration, and the positive impact of Albanian youth and students in the diaspora:   Creation of a Unified Platform for Albanian Youth and Students in the Diaspora: One of the main challenges identified is the lack of a sustainable and inclusive structure that unifies the efforts of young people. Therefore, it is vital to create a unified platform that will serve as a forum for all Albanian youth and student associations. This platform should: Allow the sharing of experiences and resources. Create spaces for the development of joint projects and activities that strengthen academic, social, and cultural ties. Provide opportunities for members to meet (even when traveling in a city).   Development of a Mobile Application and Digital Platform for Albanian Diaspora Youth Networking: To overcome geographical and time barriers, a mobile application could serve as an effective solution for bringing Albanian youth into a shared space. This application should offer: Easy registration for Albanian students and youth worldwide. Space for virtual events, thematic discussions, and sharing experiences. Opportunities for professional, academic, and social networking. Features that allow collaboration on joint projects, resource sharing, and building strong connections with countries of origin.   Preservation of Organizational Independence from Political Influence: One of the major problems identified is the interference of political parties, which has led to the polarization of associations and weakened cooperation among youth. To prevent this, it is recommended that: The statutes of student organizations clearly emphasize political neutrality and prohibit political interference. Oversight mechanisms be created by parent organizations to ensure the independence of associations and new organizations. State and diplomatic institutions provide support but maintain a neutral political stance in relation to these organizations.   Increasing Inclusion of Albanians from All Regions (Albania, Kosovo, North Macedonia, the Presevo Valley, Montenegro, and Chameria): To address divisions and feelings of exclusion among Albanians from different regions, it is essential for organizations to be inclusive. This can be achieved by: Creating internal rules that promote diversity and inclusion. Providing equal opportunities for all Albanians, regardless of regional origin. Undertaking special initiatives to encourage the participation of Albanians from North Macedonia, Montenegro, and Chameria in national and international activities.   Encouraging Academic Links through International Programs like Erasmus+: International programs such as Erasmus+ can play a key role in strengthening connections between Albanian students in the diaspora and institutions in the countries of origin. For this: Albania and Kosovo should intensify efforts to involve more Albanian students in these programs. Student associations in the diaspora can create partnerships with local universities to promote opportunities for academic exchanges.   Drafting a Manual for New Organizations: The establishment of new organizations often faces numerous challenges. To ease this process, a manual or guide could be created containing: Recommendations for structuring and managing associations. Guidelines for accessing financial support and resources. Proposals for ways to collaborate between existing and new associations.   Raising National Awareness for Youth in the Diaspora: To avoid divisions and the sense of "marginalization," it is crucial that every organization, institution, and individual works to promote a sense of national belonging. Activities and projects should emphasize common values and traditions, encouraging greater unity among Albanians. These recommendations offer a comprehensive approach to addressing the challenges and leveraging the extraordinary potential of Albanian youth in the diaspora. Through cooperation, organization, and sustainable support, these initiatives can have a strong and lasting impact on the development of the Albanian community both within and outside the country. Co-authors: Arbër Gashi, Representative of the "Shoqëria e Re" Association, Switzerland. Andi Zhaveli, President of the Albanian Student Organization "Vlera," Belgium. This article was created with the support of the regional project “SMART Balkans – Civil Society for Shared Values in the Western Balkans” implemented by the Center for the Promotion of Civil Society (CPCD) in collaboration with the Institute for Democracy and Mediation (IDM) and the Center for Research and Policy Making (CRPM), and financially supported by the Norwegian Ministry of Foreign Affairs (NMFA). The content of this article is the responsibility of the authors alone and does not necessarily reflect the views of the Norwegian Ministry of Foreign Affairs (NMFA).
Date: 03/12/2024
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