Urban diplomacy in the digital space: how megacities create their global image

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Abstract

in the context of digital transformation, megacities are becoming independent subjects of international communication, forming a global image through digital urban diplomacy. The purpose of the study is to identify how cities use digital technologies and sports events to promote themselves in the external circuit. The hypothesis is that the integration of sports and digital communications enhances the diplomatic potential of the city, contributing to economic growth, investment and strengthening the image of the state. Paris, Abu Dhabi and Moscow, three megacities with an active urban branding strategy and vibrant sporting events, were considered as cases. The research methodology includes content analysis of digital campaigns, a comparative historical approach, and analysis of media sources. As a result, it is shown that digital tools and event campaigns dedicated to international events act as a powerful channel for cultural diplomacy and a factor of competitiveness in the global arena.

About the authors

F. F Akhmedova

Moscow State Institute of International Relations

Email: fidan8@bk.ru

E. A Kurilkina

Moscow State Institute of International Relations

Email: kata.kurilkina.mail@gmail.com

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