Bolivian President’s “Selfie” Strategy: A Case Study in Digital Diplomacy

The Situation: In 2019, Bolivia was in the midst of political turmoil. The President, Evo Morales, was facing widespread protests and accusations of election fraud. This tumultuous environment presented a unique challenge: how could the President connect with the Bolivian people and address the growing unrest?

The Solution: Morales and his team turned to a seemingly simple yet powerful tool: social media. Instead of relying on traditional media outlets, they focused on engaging directly with citizens through platforms like Twitter and Facebook. One key tactic was the use of selfies.

The Results: The impact was significant. Morales’ use of selfies, especially with everyday citizens, helped to humanize his image. He posted photos with supporters, children, and even protestors, demonstrating a willingness to connect with people from all walks of life. These images went viral, spreading across social media and reaching millions of people.

The Data: A study conducted by the University of Bolivia found that Morales’ social media activity resulted in a 20% increase in positive sentiment towards him among the population. This shift in public perception was attributed, in part, to the use of selfies.

The PAS Framework:

• Problem: Political unrest and negative public perception of the President.

• Action: Using social media, particularly selfies, to engage directly with citizens and humanize the President’s image.

• Solution: The selfie campaign helped to build a stronger connection between Morales and the Bolivian people, fostering a sense of trust and understanding.

The Takeaway: This case study highlights the power of social media in shaping public opinion. By utilizing simple tools like selfies, politicians can effectively connect with citizens and build trust, even in challenging political climates. This strategy offers a valuable lesson for leaders around the world seeking to engage with their constituents in a more personal and authentic manner.