Digital diplomacy against international stigmatization: the Bukele case.

The article examines how Salvadoran President Nayib Bukele employs digital diplomacy strategies, particularly via Twitter, to counter international stigmatization amid criticism of his authoritarian-populist governance and challenges to international norms. Drawing on Erving Goffman’s concept of social networks as interaction orders, it analyzes Bukele’s use of social media to perform self-presentation, manage his country’s image, and engage in stigma management through counter-stigmatization and stigma rejection strategies. Bukele’s approach illustrates how leaders of small states with limited resources can leverage digital platforms to resist external criticism, assert sovereignty, and challenge the liberal international order. The study highlights the growing role of digital diplomacy in international relations and contributes to understanding how populist foreign policies intersect with international stigma management in the global South.