In the complex interplay of multiple issues and actors in diplomacy, the key challenge is to place certain issues on global diplomatic agendas. Similarly to the media in general and the world of the Internet, a fight for attention takes place, in this case diplomatic attention. Kehone and Nye suggest that states “struggle to get issues raised in international organisations that will maximise their advantage by broadening or narrowing the agenda.”
Currently, there are many unresolved issues related to Internet governance. As a result, extensive manoeuvring by different actors trying to place their own issues on emerging Internet diplomatic agendas is taking place.