How TikTok Works for Digital Diplomacy During Conflict/War Times: The Cases of Russia-Ukraine and Israel-Gaza Conflicts

Abstract

During times of conflict and war, public diplomacy undergoes a significant transformation, with strategic communication shifting from traditional channels to highly visual and participatory digital platforms. Among these, TikTok has emerged as a key arena for states to shape perceptions and mobilize international audiences. This study explores how TikTok is utilized as a tool of digital diplomacy by examining the official accounts of Ukraine and Israel during the Russia - Ukraine war and the Israel - Gaza conflict. Drawing on Strategic Narrative Theory (SNT), the analysis categorizes state-produced content into system, identity, and issue narratives and investigates how these narrative types effect audience engagement on the platform. By integrating narrative analysis with quantitative engagement metrics, this research not only extends SNT into the context of short-form video platforms but also contributes to the growing literature on digital diplomacy in wartime contexts.