Introduction: Tensions and disputes between the Republic of Azerbaijan and Armenia have long plagued the South Caucasus region with constant crises. The Nagorno-Karabakh crisis, one of the most significant international crises since the Cold War, has resulted in two decades of conflict between these two countries. During the 2023 conflict, with Azerbaijan's seizure of the Karabakh region, Armenia was forced to accept the new political conditions. However, the differences have not yet fully resolved and conflicts continue. Other issues, such as the Zangezur Corridor and border disputes, have also strained relations between the two countries. The deep-rooted nature of these differences has made the brief periods of peace between the two countries seem like “fire under the ashes” that can flare up at any moment. Official diplomatic efforts in the past decades have been fruitless, and in this situation, using the capacities of informal diplomacy, especially citizen diplomacy, which has had successful experiences in some regions, is noteworthy.
Research question: What is the role of citizen diplomacy in deescalating international tensions and how can citizen diplomacy help reduce tensions between Armenia and Azerbaijan?
Research hypothesis: Citizen diplomacy can lead to the reduction in Armenian-Azeri tensions and create opportunities for cooperation and lasting peace, provided that sufficient support is provided and the historical obstacles are removed.
Methodology and theoretical framework: The research method of this article is qualitative with an exploratory-analytical approach. In other words, the data of the article is non-quantitative and the researcher relies more on historical data. It is exploratory because just a few preliminary works have been done in this field and the present study is considered one of the first comprehensive works in this field. Within a theoretical framework, the article examines identity theory in a constructivist way that examines how collective and individual identities influence the political behavior of societies and countries. The article argues that citizen diplomacy serves as an effective tool for changing negative images and reducing tensions between conflicting identities. This type of diplomacy includes direct people-to-people interaction, cultural and educational exchange programs, community-based dialogues, and the use of media and social networks. These tools help build mutual understanding and respect between different individuals and communities, as well as reduce misunderstandings and increase international cooperation.
Results and discussion: The national identity of the Republic of Azerbaijan is based on the territorial integrity and retake of Nagorno-Karabakh, while the national identity of Armenia is based on the defense of the Armenian population of Nagorno-Karabakh. By promoting hatred and a negative image of the other country, the media and propaganda of both countries have helped to reinforce opposing identities and deepen distrust and hostility between the two nations. The emphasis on the historical crimes and nationalist narratives in the educational and cultural systems of the two countries has increased tension and continued conflict.
So far, there have been few attempts to reduce tensions between the Republic of Azerbaijan and Armenia through citizen diplomacy, which includes programs by non-governmental organizations, research institute and universities with the support of international institutions. These programs include the European Partnership for the Peaceful Resolution of the Nagorno-Karabakh Conflict, the Conflict Monitoring Center, and the "Letters for Peace" initiative, work through dialogue, cultural and educational exchanges, and joint projects to reduce tensions with the aim of strengthening informal contacts and mutual understanding between citizens and elites of the two countries. However, these efforts have not been fully successful due to political, security, economic and historical constranits. The complex history of the Nagorno-Karabakh conflict, mutual distrust, the promotion of nationalist narratives by the media and the lack of coordination between citizen and governmental diplomacy are among the reasons for the failure of these programs. In addition, regional and international factors and the conflicting interests of interested countries have added to the complexity of the crisis and the continuation of the conflict. The limited participation of ordinary people and an emphasis on national interests have also hindered the effectiveness of citizen diplomacy. For these efforts to succeed, new strategies, greater support, and broader international and local cooperation are needed. This includes strengthening cultural and educational exchanges between the two countries, creating common spaces for inter-governmental dialogues, and making optimal use of traditional and social media to promote a culture of peace and mutual understanding. Increasing awareness, reducing misunderstandings, and promoting peaceful ideas can help strengthen communications and reduce tensions between the two countries.
Conclusion: The findings of this study show that various citizen diplomacy programs, such as cultural exchanges, educational cooperation and joint projects can gradually reduce negative perceptions and create a space for dialogue and understanding. By increasing people-to-people interactions and strengthening cultural ties, hostile identities can gradually be transformed and the ground for cooperation and peaceful coexistence can be created. Citizen diplomacy can act as a bridge for peace and understanding between Azerbaijan and Armenia and help create a new and positive atmosphere in the relations between these two countries. This approach uses various tools and increases human and cultural interactions, including cultural and educational exchange programs, economic and trade cooperation, media and information diplomacy, strengthening the role of civil institutions, holding educational workshops and seminars, developing joint environmental projects, encouraging international and regional dialogues and promoting multi-cultural and multi-lingual education which can play a key role in developing relations between the two peoples and open new horizons for peaceful co-existence.