Digitální diplomacie v praxi: Jak Švédsko komunikuje svůj nation brand

This thesis examines how selected Swedish diplomatic missions use digital diplomacy to communicate Sweden’s nation brand and how these practices differ across mission types. The empirical basis is a qualitative content analysis of 919 posts published on Instagram and X in 2025 by the Embassy of Sweden in Washington, the Permanent Mission of Sweden to the United Nations, and the Consulate General of Sweden in New York. The analysis is structured around four categories: interactivity, networkedness, visual narrative, and value communication. The findings show that all three missions draw on a shared value core, especially democracy, equality, sustainability, solidarity, and innovation, while the concrete form of communication varies according to the institutional role of the mission and the character of the host environment. On this basis, the thesis proposes three models of digital diplomatic practice: managed reputational presentation, institutionally grounded normative representation, and metropolitan cultural adaptation. The results confirm the relevance of quarantined engagement, qualify the assumption that digital diplomacy is moving straightforwardly toward dialogue, and indicate a closer link between a mission’s institutional role and its communication strategy than is usually emphasised in the existing literature.