Comparative Analysis of US and China Digital Public Diplomacy - A Case Study in Vietnam
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | China content analysis Facebook diplomacy public diplomacy US Vietnam |
| Online Access: | http://dolgozattar.uni-bge.hu/41347 |
| Kivonat: | In the digital age, public diplomacy is increasingly conducted through social media platforms, allowing governments to expand their engagement with the masses. There has been a growing volume of literature concerning public diplomacy 2.0, yet few among which offer a non-Western perspective. The study, as a result, is set in Vietnam – a country with a young, burgeoning population of social media users and is currently a key variable in the power race between the US and China. Through the use of secondary and primary data, this study sets out to analyze public diplomacy activities of the US and China in Vietnam – with a focus on Facebook public diplomacy, and provides further implications for efficient use of social network to communicate with the public. To achieve this goal, the study compared Facebook accounts of the US and Chinese Embassies in Hanoi over the period from October, 2021 to December, 2021 by using social media metrics, quantitative content analysis and the three principles of dialogic communication by Kent & Taylor (2008). The study finds that of the two countries, the US was more successful in using its Facebook page to communicate with the local citizens. Compared to its Chinese counterpart, the US Embassy account garnered more engagement and positive reactions from the Vietnamese public, and was more successful in applying the dialogic theory with the target audience. These findings implied that the Chinese Embassy needs to initiate two-way communication with the public and tailor its online content to the Vietnamese public in order to harness the full potential of its Facebook account. |
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