Public diplomacy on social media: Analyzing networks and content

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Public diplomacy on social media.pdf (1.7 MB)

Links to Files

https://ijoc.org/index.php/ijoc/article/view/8726

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http://hdl.handle.net/11603/34898

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Sevin, Efe

Author/Creator

Author/Creator ORCID

https://orcid.org/0000-0002-7837-5000
 https://orcid.org/0000-0003-3034-3605

Date

2018

Type of Work

journal articles
Text

Department

Towson University. Department of Mass Communication

Program

Citation of Original Publication

Sevin, E. & Ingenhoff, D. (2018). Public diplomacy on social media: Analyzing networks and content. International Journal of Communication, 12, 3663-3685.

Rights

Attribution-NonCommercial-NoDerivs 3.0 United States

Subjects

public diplomacy
country images
nation branding
4D model
Twitter
social media
Australia
Belgium
New Zealand
Switzerland

Abstract

Measurement has been and still is a challenging issue in the practice and study of public diplomacy. In this article, we propose a model to assess the impacts of public diplomacy projects by creating a link between social media communication campaigns and the perception of nations by audiences—or nation brands. We demonstrate how the model can be used to analyze the digital communication projects of four countries: Australia, Belgium, New Zealand, and Switzerland. Using data sets composed of tweets sent by and about four countries, we focus on the messages crafted by both official public diplomacy projects and nonstate users, and on the relations established as a result.