ICR Research specialises in data-driven and digital approaches to international cultural relations. While at the University of Edinburgh, Stuart MacDonald built unique interdisciplinary bridges between the University’s International Relations and its world-leading Informatics School. Over the years these have formed the basis for a body of work that is unique in thinking through issues like Digital Citizenship in Pakistan (British Council), proposals for a Digital Index of Global Influence (British Council, Universities of Edinburgh, Oxford, and Amsterdam), the Scottish Government’s Digital Influence, Digital Cultural Relations (two reports for the British Council), and the Potential of Data-driven Approaches to Cultural Relations (ifa, Germany).
Stuart was also the co-founder of the Digital Influence and Intelligence Lab (DIIL) at the University of Edinburgh (with the University’s Neuropolitics Research Lab and M&C Saatchi World Services) as a key focal point for expertise within the University’s Edinburgh Futures Institute (EFI). In addition, Stuart is a CODE Fellow (CODE is the Centre for Online and Distance Education) at the University of London, the UK’s leading provider of digital and blended distanceeducation.
Digital technologies evolve very fast. ICR Research has organised events on the Metaverse, facilitated conference panels on AI, and researched the adoption of digital methods for soft power and cultural relations in a wide range of countries. Our recent comparative research has highlighted the continuing and evolving importance of digital infrastructures for delivery of soft power and cultural relations as part of a mix of channels and enablers. It has also suggested that knowing how to understand, work with, and through digital technologies and media, will be an essential part of the skillset needed for success in the 21st century.
Digital technologies and media bring challenges as well as opportunities. Data are not the same as knowledge and insight. As Google’s Gemini AI points out: Digital technologies and media offer a whole new toolbox for countries and organisations to promote soft power and cultural exchange, but it's not without its complications. By being strategic, adaptable, and culturally sensitive, countries and organisations can leverage these tools to build bridges and understanding across the globe.