The Cuban leader Miguel Díaz-Canel stated that the regime has decided to accept the challenge posed by social media, the very platforms they ignored until just a few years ago, and which they now define as a new arena for political battle.
“We have accepted the challenge, we are going to fight on social media. And we are going to fight to win,” said Díaz-Canel in an interview published this week on the YouTube channel Presidencia Cuba, where he spoke with four Spanish journalists during the “Patria” Colloquium organized in Havana.
In a speech characterized by a confrontational tone towards the United States, the leader stated that Cuba is facing a "media war" and claimed that the regime is prepared to fight it from the digital space.
“Now there are other weapons, other trenches, and one of them is social media,” he affirmed. “If we are going to fight, it’s because we have the people who will do it, and all of this involves a framework in which we must consider several factors.”
Among the factors mentioned is the "conscious" participation of those who join this "struggle," which requires them to feel "patriotic" and to have "a connection with the identity and history of Cuba."
He explained that the Cuban regime is particularly focusing on young people, "who are the ones best equipped with new technologies." Additionally, it has "the full training that the Cuban revolutionaries have, who are present on social media."
Díaz-Canel acknowledges that they arrived late to the digital environment
The president stated that his government reacted slowly to the rise of social media, highlighting the historic protests of July 11, 2021, which he described as a "massive media operation."
"We arrived late to social media. I would even say that on July 11, they organized a national protest with a huge media operation. At that time, we were hardly present on social media," he admitted.
In the ruler's view, that popular uprising – the largest Cuba has experienced in over six decades – left lessons. “From it, we gained experience because the amount of hate messages surrounding July 11 was overwhelming. We learned, and today we have a revolutionary presence on social media.”
In the strategy to "win the battle on social media," several aspects were defined. One of the most important is the training of young people in new technologies and political communication, although it was acknowledged that Cuba faces multiple difficulties that limit short-term results.
"We are undergoing a digital transformation in the country and enhancing political communication (...) but there are so many accumulated problems that the results will not be seen in the short term."
The ruling leader has been emphasizing for months the strategic importance of promoting the use of Artificial Intelligence and maintaining an active presence on social media for Cuba.
Recently, it was announced that Cuba signed an agreement with Russia to promote an Artificial Intelligence laboratory. The government did not provide details about this project, but some experts warn that the results could be used to enhance control over users and also to strengthen the regime's political messaging on social media.
"The networks are manipulated and the platforms are generally hostile, but we have to be there with our content. Fidel Castro predicted it," said Díaz-Canel.
Aware of the lost ground, the ruler attempts to reposition themselves in a scenario they do not control, yet where they seek to exert immediate influence.
"Accepting the challenge" on social media is not an option for the regime. Miguel Díaz-Canel knows he is compelled to fight in this arena, under rules that his government cannot control, as it has done for decades with other mass media outlets, such as Cuban radio and television.
Frequently Asked Questions about Díaz-Canel's Strategy on Social Media and the Situation in Cuba
Why does the Cuban government view social networks as a battleground for political conflict?
The Cuban government, led by Miguel Díaz-Canel, views social networks as a new battleground for political conflict due to the so-called "media war" that, according to them, the island faces. Díaz-Canel has stated that social networks are trenches where battles of disinformation and manipulation are fought, and for this reason, the regime is determined to actively engage in order to counteract adverse narratives and defend its version of the Cuban reality.
What does Díaz-Canel acknowledge about the regime's late presence in the digital environment?
Díaz-Canel acknowledged that his government reacted slowly to the rise of social media, especially after the protests on July 11, 2021. The leader admitted that they arrived late to the digital environment, which allowed for a media operation to develop that, according to him, had a significant impact on public perception.
What digital strategy is the Cuban government implementing to "win the battle on social media"?
The Cuban government is focusing its efforts on training young people in new technologies and political communication to articulate a response on social media. Díaz-Canel emphasized the importance of the "conscious" participation of those who join this "struggle" and the need for individuals who identify with Cuban history and identity. Additionally, the regime has signed an agreement with Russia to promote an Artificial Intelligence laboratory that could be used to enhance its control and political messaging on social media.
What challenges does the Cuban regime face in the realm of digital communication?
The Cuban regime faces several challenges in the realm of digital communication, including the disapproval of official media on social networks due to their failures and omissions in conveying government decisions. Díaz-Canel has criticized that the media only reproduce the letter of the law without explaining its purposes, which generates discontent and fosters distortions. The government also acknowledges that the results of its digital efforts will not be seen in the short term.
How does Díaz-Canel view the role of young people in the government's digital strategy?
Díaz-Canel considers young people to be a key element in the government's digital strategy because they are the ones who best master new technologies, which is why the regime is working especially with them to strengthen its presence and effectiveness on social media.
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