新冠疫情下的数字公共外交话语研究:印象管理视角

Digital Public Diplomacy Discourse during the COVID-19 Pandemic: An Impression Management Perspective

数字公共外交是推进我国战略传播的重要途径和转型方向。本文从印象管理的视角出发,考察了中国外交部发言人在社交媒体平台推特上发布的新冠疫情相关推文的话语策略。该研究提出一个包含进攻策略、防御策略、宣传策略、关系策略的多维度印象管理综合分析框架。分析发现,发言人一方面通过进攻和防御策略对美国的指责进行有力回击,另一方面通过宣传策略和关系策略建构正面形象、维护与国外受众之间的和谐关系。这些话语策略反映了当今国际局势的变化、中国外交政策的演变,以及社交媒体的特性。研究指出,分析数字公共外交话语对推进我国战略传播、提高国际话语权具有重要意义。

Digital public diplomacy is an important means and future direction for promoting strategic communication. This paper examines the discursive strategies of COVID-19-related tweets posted by Chinese Foreign Ministry spokespeople on Twitter from the perspective of impression management. It proposes a comprehensive framework for analyzing multi-dimensional impression management, including offensive strategy, defensive strategy, promotional strategy, and relational strategy. The analysis shows that spokespeople respond vigorously to the accusations of the United States through the former two strategies, and promote China’s positive image and maintain a harmonious relationship with foreign audiences through the latter two strategies. The communicative strategies reflect changes in international politics and China’s foreign policies, as well as characteristics of social media. It is concluded that studying the discourse of digital public diplomacy is of great significance for the promotion of China’s strategic communication and the enhancement of China’s discursive power.