From Public Diplomacy to Digital Discontent

How Online Narratives Have Strained US–South Africa Diplomatic Relations

Abstract

This paper explores the evolving contours of US–South Africa diplomatic relations through the lens of digital discourse and online narratives. While traditional public diplomacy once served as a tool for fostering mutual understanding and cooperation among states, the proliferation of digital platforms has introduced new dynamics of interactions among nations with varying degrees of success and failure. Drawing on content analysis of social media posts on the X platform of US and South African government officials, government communications, and media commentary, the study investigates how digital narratives, ranging from accusations of white genocide to divergent positions on global conflicts such as the Russia–Ukraine war and the Israel–Palestine crisis, have strained bilateral ties between South Africa and the United States of America. The research situates these narratives within broader geopolitical realignments and domestic political sentiments, highlighting how digital misinformation, algorithmic amplification, and politicised online messaging have contributed to mistrust and policy misalignment. Ultimately, the paper argues that digital discontent is not merely a reflection of diplomatic tensions but an active force shaping them.