社交媒体与公共外交2.0——以美国的社交媒体公共外交实践为例

Social Media and Public Diplomacy 2.0:In the Case of US Public Diplomacy with Social Media

社交媒体所具有的公开性、对话性、参与性及连通性等传播优势使之成为公共外交的重要媒介,其提供的媒介情境也将公共外交带入2.0阶段。社交媒体使公共外交具有范围更广、针对性更强、便于收集他国舆情、易与他国民众形成准社会互动等特性。美国政府高度重视基于社交媒体的公共外交,通过发布战略规划、完善组织构架、推广网络信息技术、开设社交媒体主页等方式促进其公共外交活动。美国的社交媒体公共外交主要采用通过"中区行为"吸引关注、从上层和下层两方面进行议程设置以及组织多种活动使网友在线上和线下共同参与等策略,其实践经验对中国的公共外交工作具有借鉴作用。

With the characteristics of openness, dialogue, participation, connectivity and other advantages, the social media has become an important medium of public diplomacy. Its media situation has also brought the public diplomacy into the stage of 2. 0. With the help of social media, the public diplomacy2. 0 spreads more widely, becomes more targeted, making it easy to collect target countrys public opinion,and facilitating the formation of para-social interaction with the people from other countries. The United States government attaches great importance to social media, making it a useful tool for promoting public diplomacy activities by releasing strategic planning, improving organizational structure, spreading network information technology, and creating social media fanpages. In the specific operation of social media fanpage, they use the Middle-region behavior to attract attention,set the agenda from both the leader and the common people, and organize activities to attract the attention from the people online and offline.