Employing digital government communication strategies via Instagram to promote the Kingdom of Bahrain internationally

Abstract

This study aimed to identify the most essential communication strategies and promotional activities used in the digital communication content of government institutions in the Kingdom of Bahrain. It utilized content analysis of several Instagram accounts of government institutions concerned with international promotion, consisting of four dimensions: tourism, trade, public diplomacy, and culture. The analytical study sample covered six months, from November 1, 2023, to the end of May 2024, excluding the month of Ramadan. The most significant study result is that all the government institutions under study sought to build a positive mental image of the Kingdom of Bahrain through their Instagram accounts by focusing on presenting the tourism, economic, diplomatic, and cultural practices that took place across the kingdom. In light of the "International Promotion Model," it was clear that these institutions considered using all types of communication strategies to promote the Kingdom of Bahrain internationally. The "information" strategy ranked first among all the institutions under study. In addition, they employed several promotional mechanisms through their Instagram accounts, such as the "proactive promotion of important tourism and cultural events in the Kingdom of Bahrain" in both the tourism and cultural sectors and "cooperation with influencers and digital ambassadors to promote Bahrain internationally" in the economic and public diplomacy sectors. Overall, the mental image features of all sectors whose accounts were analyzed reflected the Kingdom as an investment destination, a reliable trade and diplomatic partner, a culturally advanced front, and a proponent of honorable political positions on international issues. The study recommended formulating a strategic vision for Bahraini digital diplomacy to be prioritized at the top of Bahraini diplomatic efforts as one of the soft power tools.