Public diplomacy meets social media: A study of the US Embassy's blogs and micro-blogs

被引：42
|
作者：
Zhong, Xin [1 ,2 ]
Lu, Jiayi [1 ]
机构：
[1] Renmin Univ China, Sch Journalism & Commun, Beijing 100872, Peoples R China
[2] Renmin Univ China, Publ Commun Res Inst, Journalism & Social Dev Res Ctr, Beijing 100872, Peoples R China
来源：
PUBLIC RELATIONS REVIEW | 2013年 / 39卷 / 05期
关键词：
Public diplomacy; Public relations; Social media; US-China relations; The US Embassy in China;
D O I：
10.1016/j.pubrev.2013.07.002
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
With the evolution of communication technologies, traditional public diplomacy is transforming. This study examines the practice of the U.S. Embassy's public diplomatic communication via social media, namely Chinese mainstream blogging and micro-blogging, sites using Tencent for a case study. This study analyzes the embassy's blog and micro-blog entries and an interview with the embassy's public diplomacy officer. Based on the content analysis and interview, this study discerns the key features of the U.S. Embassy's public diplomatic communication using social media and further suggests that the common values and interests related to the global public as well as experience-sharing and relationship-building might become the focus of new public diplomacy research. (C) 2013 Elsevier Inc. All rights reserved.
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页码：542 / 548
页数：7
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