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Resumo

This article presents a theory and analysis of the social aesthetics of digital diplomacy. Drawing inspiration from the sociology of taste and visual theory, we conceptualize social aesthetics as the encoding of social norms and hierarchies into visual representations. Through this lens, we examine how the multitude of images uploaded by diplomats on social media daily contribute to the symbolic authority of their profession, ritually conveying ideals of international mediation and sovereign equality. Using advancements in computer vision methods, we analyze over 55,000 images sourced from tweets by more than 1,000 ambassadors globally. In contrast to prevailing research highlighting how social media images disrupt traditional diplomatic norms, facilitate strategic nation-branding, or promote individuals, our large-scale analysis reveals a remarkable uniformity in these images across diplomats from different countries. We demonstrate how diplomatic images perpetuate a Western visual canon, thereby reinforcing structures of power and distinction, and delineating the normative boundaries of diplomacy as a global institution. The article contributes to debates about diplomacy, aesthetics, taste, rituals, and power in international relations. Furthermore, it underscores the value of computer vision and convolutional neural networks in uncovering large-scale social patterns and relationships within practices previously perceived as highly personalized or strategic.

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