Diaspora diplomacy and modes of engagement: the case of Romanian Diaspora in the UK

Purpose – The current study aims to map the existent modes of engagement used by both individual and organisational actors of Romanian diaspora community in the UK to build public legitimacy and social value in the host society. This study focuses on two main questions: (1) What are the forms of engagement by which diaspora members enact their role as diplomats for ethnic diaspora communities? (2) What is the nature of their communication practices that sustain these forms of diasporic engagement? Design/methodology/approach – This study is based on an analysis of online public documents extracted from different websites, blogs and public social media accounts, complemented by primary data. The research design is a multi-levelled case study. Findings – The main findings are that Romanian diaspora in the UK develops a specific model of diplomacy, focused on cultural and political forms of engagement. Firstly, equality and belonging are two key dimensions that clearly define this diasporic community diplomatic actions and practices. Secondly, the communication that fosters its networked and associative features has shifted towards a more democratic and strategic model. Originality/value – This paper has multiple original points. Firstly, it deepens the understanding of diaspora diplomacy, connecting the concept with strategic communication. Secondly, the identification and theorisation of specific forms of engagement of diasporic communities reflects a process which is yet underdeveloped in both types of literature. Findings may be instrumental in providing strategies for relationship building, cultivation and the engagement efforts of the UK institutions regarding immigrant integration. Keywords Diaspora diplomacy, Diasporic communities, Advocacy, Mediation, Representation, Strategic communicatio