新媒体时代公共外交的特征与实践——基于外交部欧洲司官方微博的案例分析

Characteristics and Practice of Public Diplomacy in the New Media Era-——A Case Study of the Official Microblog by the Department of European Affairs of Chinese Foreign Ministry

本文通过对外交部欧洲司官方微博"中欧信使"开通后一年内的微博进行内容分析,透视新媒体环境下这一公共外交微平台的内容特点、影响力水平及其对欧盟与中欧关系的态度。研究发现,"中欧信使"微博开展的公共外交符合新媒体公共外交的典型特征,常规媒体很难涉及的却颇具人情味的软新闻和重要的中欧关系观点是"中欧信使"的内容亮点。该微博对欧洲的介绍客观中立,对中欧关系的未来充满期待。外交部欧洲司积极促成中国对欧外交动态在新媒体平台上有效传播,介绍欧洲的风土人情,提升公众对欧洲的关注,培育民众对中欧关系的认知度,并力图通过网民交流互动拉近对欧外交与中国普通民众的距离。

In order to promote public understanding of Europe and China-Europe relations,the Department of European Affairs of Chinese Foreign Ministry opened an official microblog( 'Weibo') account named 'ZhongouXinshi'( 'China—Europe Messenger') on 24 August 2012.This paper analyzes the contents of this Weibo published in the past two years and finds out that such public diplomacy carried out in the form of a 'Weibo' conforms to and takes full advantage of the typical characteristics of the new media.Secondly,the message about Europe conveyed in this Weibo is impartial and objective.Thirdly,a relaxed discourse style and an emphasis on the interaction with the readers compose of the spodights of this Weibo.In conclusion,by employing the new media as a form of disseminating China ' s European policy,the Department of European Affairs of Chinese Foreign Ministry has made great contributions to enhance the public' s awareness of China-Europe relations.