Cuba's ruler, Miguel Díaz-Canel, has launched his Instagram account, marking his debut on one of the world's most popular social media platforms. He aims to foster "communication with our people and the world." According to a Facebook announcement by the Presidencia Cuba page, Díaz-Canel's presence on this platform is seen as "another space for advocating Cuba, the Cuba that resists and creates amidst threats and storms." Under the banner "For the Cuba that resists and creates amidst threats and storms," the communist leader intends to use Instagram as a tool to defend the island's reality and promote the official narrative.
The account, which can be found at @diazcanelb, has garnered nearly three thousand followers since its inception. It represents part of the Cuban regime's broader efforts to engage in digital communication amidst a backdrop of economic challenges and internal and external political tensions. Meanwhile, families on the island struggle with shortages of electricity, food, and basic necessities for a dignified life.
This new digital avenue also underscores the Cuban authorities' intention to adapt to the digital age by expanding their social media presence. Their goal is to counter negative narratives and strengthen ties with citizens. It's worth noting that in October 2018, Díaz-Canel made his debut on Twitter (now known as X), and recently he acknowledged that "the government and official media are 'failing' on social media."
In a speech to the National Assembly of People's Power, Díaz-Canel blamed the political and institutional communication system for mistakes in the implementation of new regulations, as they are often presented with incomplete information or without proper explanation. He also lashed out at compatriots who criticize him on social media, accusing them of being part of a campaign against the revolution. "One can no longer surf the Internet without encountering a barrage of obscenities, insults, offenses, and falsehoods designed to discredit those in positions of power," he elaborated.
Exploring Díaz-Canel's Social Media Strategy
Why did Díaz-Canel join Instagram?
Díaz-Canel joined Instagram to enhance communication with both the Cuban populace and the international community, as well as to advocate for Cuba's resilience and promote the official narrative.
How does Díaz-Canel's Instagram presence fit into Cuba's digital strategy?
His Instagram presence is part of a larger effort by Cuban authorities to adapt to digital trends, counter adverse narratives, and strengthen ties with citizens by expanding their social media footprint.