Digital Public Diplomacy Narratives: Content Analysis of Indonesian Embassy’s Engagement in the U.S. via @IndonesiainDC

Authors

  • Anak Agung Mia Intentilia Universitas Pendidikan Nasional

DOI:

https://doi.org/10.22225/politicos.6.1.2026.47-64

Keywords:

Digital Diplomacy, Indonesia Embassy in Washington DC, Indonesia-US Bilateral Relations, Public Diplomacy, Soft Power, Digital Diplomacy; Indonesian Embassy in Washington DC; Instagram Content Analysis; Public Diplomacy; Soft Power

Abstract

This study examines digital public diplomacy narratives of Indonesian Embassy abroad through a case study of the Instagram account @IndonesiainDC, managed by the Embassy of Indonesia in Washington, D.C, the United States of America (U.S.). Using a descriptive qualitative approach with content analysis, the research analyzes posts published between 19 September 2025 and 31 December 2025, a period marked by the appointment of Ambassador Dwisuryo Indroyono Soesilo after a two?year vacancy. The study applies Cull's (2009) taxonomy of public diplomacy (listening, advocacy, cultural diplomacy, exchange diplomacy, and international broadcasting) to assess how the Embassy projects Indonesia’s identity, communicates policy priorities, and engages with foreign publics. Findings reveal that @IndonesiainDC actively employs all five functions of Cull’s taxonomy. Listening is reflected in diaspora engagement and informal community events; advocacy appears in posts promoting Indonesia’s positions on critical minerals, palm oil sustainability, and gender equality; cultural diplomacy is evident in language programs, performing arts, gastrodiplomacy, and museum collaborations; exchange diplomacy emerges through symbolic gestures such as university visits and structured initiatives like Young Southeast Asian Leaders Initiative (YSEALI) and free Bahasa Indonesia (Indonesian language) courses; and international broadcasting is demonstrated in Ambassadorial announcements, Embassy closures, and diplomatic milestones. Beyond Cull’s framework, this account also engages in hybrid practices such as webinars for Indonesian producers, knowledge diplomacy through academic collaboration, and ceremonial protocol functions, highlighting the evolving nature of digital diplomacy. This case contributes to the broader understanding of soft power and digital diplomacy in the field of International Relations, showing how Embassy adapts traditional functions to contemporary digital narratives.

 

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@IndonesiainDC 1 October. (2025, October 1). A Weekend of Nusantara Arts at the Smithsonian [Instagram Post]. https://www.instagram.com/p/DPPU_DUCdpJ/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 2 November 2025. (2025, November 2). Registration is now open! The Embassy of the Republic of Indonesia in Washington, D.C. is pleased to announce the Free Online Bahasa Indonesia Courses for Spring Semester 2026! [Instagram Post]. https://www.instagram.com/p/DQhse8hiTPA/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 3 October. (2025, October 3). Investing in Heritage, Weaving the Future [Instagram Post]. https://www.instagram.com/p/DPVxoESgBjV/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 4 November. (2025, November 4). The Embassy of Indonesia in Washington, D.C. had a wonderful time opening its doors for Trick or Treat! [Online post]. https://www.instagram.com/p/DQmbunEgD9K/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 6 October. (2025, October 6). Join us for an insightful webinar! [Instagram Post]. https://www.instagram.com/p/DPeSjCjAJIM/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 8 November. (2025a, November 8). Recap from Trade Expo Indonesia 2025 [Instagram Post]. https://www.instagram.com/p/DQxYtIZAC0Y/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 8 November. (2025b, November 8). The Indonesian Ambassador to the United States, His Excellency Indroyono Soesilo, proudly presented the Primaduta Award 2025 on November 6, 2025, to two remarkable U.S. partners [Instagram Post]. https://www.instagram.com/p/DQxYCLFAPRn/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 10 December. (2025, December 10). Ambassador Indroyono Soesilo returned to his alma mater, the University of Iowa, almost four decades after completing his PhD—this time to strengthen cooperation in research, higher education, and cultural exchange. [Online post]. https://www.instagram.com/p/DSD-k_5DByO/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 10 November. (2025, November 10). Selamat Hari Pahlawan! [Instagram Post]. https://www.instagram.com/p/DQ4QDY1AIFx/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 10 October. (2025, October 10). The Embassy of Indonesia in Washington, D.C. was honored to welcome participants of the 2025 Young Asian Diplomats Program [Instagram Post]. https://www.instagram.com/p/DPoZHw0gIF1/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 11 November. (2025, November 11). On this Veterans Day, We join our friends across the United States in honoring the courage and dedication of all U.S. veterans who have served in defense of peace and freedom. [Instagram Post]. https://www.instagram.com/p/DQ64ArYgJxo/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 14 November. (2025, November 14). Ambassador Indroyono Soesilo attended a welcome luncheon hosted by the @usasean.business US-ASEAN Business Council. The event brought together leading American companies, U.S. officials, ASEAN Ambassadors, and former U.S. Ambassadors to Indonesia, highlighting the strong and growing partnership between Indonesia, the United States, and ASEAN. [Instagram Post]. https://www.instagram.com/p/DRAytbDgL8v/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 15 October. (2025, October 15). Indonesia reaffirms its strong commitment to green economic diplomacy and sustainable development goals. [Instagram Post]. https://www.instagram.com/p/DP1GCJVgPiY/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 16 December. (2025, December 16). The Embassy of the Republic of Indonesia in Washington, D.C. proudly hosted the Bahasa Indonesia & Gamelan Bali Showcase on December 13, 2025, featuring performances by our Bahasa Indonesia Online Course Fall 2025 students—From early-age learners to adults—And our Gamelan Bali class. [Online post]. https://www.instagram.com/p/DSTSTWHAN5S/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 16 November. (2025, November 16). Pada Kamis, 13 November 2025, Duta Besar RI untuk Amerika Serikat bertemu dengan Konjen RI San Francisco dan masyarakat/ diaspora Indonesia dalam sebuah forum dialog di Wisma Indonesia. [Instagram Post]. https://www.instagram.com/p/DRF_9clkmHr/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 16 October. (2025, October 16). Indonesia takes its best stance in Virginia. With every strike of Pencak Silat and every stitch of Batik, Indonesia showcases the harmony between strength and grace [Instagram Post]. https://www.instagram.com/p/DP1v47-AOZM/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 19 November. (2025a, November 19). 14 November 2025, Konjen RI San Francisco bersama Tim Ekonomi mendampingi Dubes RI Washington DC berkunjung ke University of California, Davis (UC Davis). [Instagram Post]. https://www.instagram.com/p/DRN0Bo5EqSx/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 19 November. (2025b, November 19). Untuk pertama kalinya, Kota Millbrae menetapkan 15 November sebagai World Angklung Day sekaligus menjadikan November sebagai Bulan Angklung Dunia—Sebuah penghargaan luar biasa bagi warisan budaya Indonesia. [Online post]. https://www.instagram.com/p/DROCruliV30/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 19 September. (2025, September 19). The Embassy of the Republic of Indonesia in Washington, D.C. extends its warmest welcome to His Excellency Prof. Dr. Dwisuryo Indroyono Soesilo as the Ambassador Extraordinary and Plenipotentiary of the Republic of Indonesia to the United States of America. [Instagram Post]. https://www.instagram.com/p/DOwWTNIgW4c/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 20 December. (2025, December 20). A meaningful moment marking a new chapter in Indonesia–United States relations. [Instagram Post]. https://www.instagram.com/p/DSeHqjPjBax/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 21 November. (2025a, November 21). DCM Nidya Kartikasari @nidya.nk participated as a panelist in the “Critical Minerals & The Clean Energy Transition” discussion organized by the Association of Women in International Trade (WIIT) and the US-ASEAN Business Council in Washington, D.C. [Instagram Post]. https://www.instagram.com/p/DRTNW6iDDNX/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 21 November. (2025b, November 21). How can Indonesian cosmetics and skincare products succeed in the U.S. market? [Instagram Post]. https://www.instagram.com/p/DRUnA6sgCFs/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 21 November. (2025c, November 21). KJRI San Francisco dengan bangga hadir mendukung pagelaran Gamelan Sari Raras UC Berkeley di Hertz Hall , UC Berkeley (15 November 2025). [Instagram Post]. https://www.instagram.com/p/DRScLeHgVC-/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 21 November. (2025d, November 21). Pada hari Kamis (20/11), KBRI Washington DC bersama Dharma Wanita Persatuan menghadirkan harmoni Angklung dalam rangkaian ASEAN Spouse Circle sekaligus memperingati 15 tahun Angklung sebagai Warisan Budaya Takbenda UNESCO. [Instagram Post]. https://www.instagram.com/p/DRUjv9gAKqQ/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 22 October. (2025, October 22). From Pendet to Enggang Gading to Saman—Three islands, one rhythm! [Instagram Post]. https://www.instagram.com/p/DQFvk1XjAKn/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 23 December. (2025, December 23). Selamat Hari Ibu! Today, @IndonesiainDC was filled with moments of reflection and gratitude. [Instagram Post]. https://www.instagram.com/p/DSlnUxMDKiY/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 24 December. (2025, December 24). Selamat Hari Natal! We wish you a joyful Christmas and a peaceful holiday season. [Instagram Post]. https://www.instagram.com/p/DSpmRYbAKK3/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 24 November. (2025, November 26). KJRI Chicago bersama Indonesia Lighthouse @indonesialighthouse selenggarakan Konser Angklung di Field Museum (16/11). [Instagram Post]. https://www.instagram.com/p/DRffDQBD9Mq/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 24 September. (2025, September 24). With All Indonesia, arrival reporting in Indonesia is now simpler [Instagram Post]. https://www.instagram.com/p/DO82dfOAIPY/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 26 November. (2025a, November 26). Advancing Indonesia–U.S. Cultural Collaboration at the Smithsonian NMAA [Online post]. https://www.instagram.com/p/DRfpyHhCRNg/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 26 November. (2025b, November 26). Ambassador Indroyono met with USDFC CEO Ben Black to explore new avenues of bilateral cooperation in energy, infrastructure, and critical minerals. [Online post]. https://www.instagram.com/p/DRfQt7OAAPp/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

@IndonesiainDC 26 September. (2025, September 26). Ambassador Indroyono in New York for a historic moment at the 80th UN General Assembly—The presence of Indonesia’s President at the UNGA stage after a decade. [Instagram Post]. https://www.instagram.com/p/DPCipsDCeIF/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

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2026-05-01

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Intentilia, A. A. M. (2026). Digital Public Diplomacy Narratives: Content Analysis of Indonesian Embassy’s Engagement in the U.S. via @IndonesiainDC. Politicos: Jurnal Politik Dan Pemerintahan, 6(1), 47–64. https://doi.org/10.22225/politicos.6.1.2026.47-64

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Vol. 6 No. 1 (2026): Politicos: Jurnal Politik Dan Pemerintahan

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