TRANSFORMATION OF DIPLOMATIC PROTOCOL AND ETIQUETTE UNDER THE IMPACT OF THE COVID-19 PANDEMIC

Abstract

The COVID-19 pandemic has caused unprecedented transformations in all areas of international communication, particularly in diplomatic protocol and etiquette. This article explores the impact of global public health restrictions on the accelerated digitalization of diplomacy, which ultimately led to the emergence of new practices such as “Zoom etiquette” and hybrid formats of interaction. It examines the process by which diplomatic institutions adapted to remote communication, the simplification of traditional ceremonial norms, and the challenges related to maintaining professional conduct, security, and intercultural sensitivity in online environments. It has been established that digital diplomacy, which initially emerged as a forced solution, has shaped a new reality in which state representatives must combine both technological and symbolic aspects of diplomatic practice. Particular attention is paid to the impact of the absence of non- verbal cues, the complications of conducting informal negotiations, and the importance of visual representation during online summits. The paper also addresses the emergence of hybrid etiquette norms for online/offline meetings, the growing cybersecurity threats, and the evolution of business dress codes under pandemic conditions. Based on real- life examples and academic research, the authors argue that the pandemic not only transformed the tools of diplomacy but also initiated a fundamental rethinking of its core values. The researchers emphasize that the formation of new protocol norms in the digital environment should be seen as a long-term trend requiring international coordination and further academic reflection. Special attention is given to the prospects of developing international standards in the field of digital diplomacy, capable of combining the efficiency of virtual formats with the value of physical presence and symbolic gestures in intergovernmental dialogue. In conclusion, the COVID-19 pandemic acted as a catalyst for innovation in diplomatic protocol and etiquette, initiating a new stage in the evolution of diplomacy based on the integration of digital tools and the adaptation of traditional norms to the challenges of a globalized world. The novelty of this study lies in identifying the phenomenon of “online etiquette” as a distinct element and in proposing conceptual approaches for understanding its role in contemporary diplomatic practice.