Public Diplomacy on Social Media: Analyzing Networks and Content

Authors

  • Efe Sevin Reinhardt University
  • Diana Ingenhoff University of Fribourg

Keywords:

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.

Author Biographies

Efe Sevin, Reinhardt University

Assistant ProfessorCommunication and Media Studies Program+1-770-720-5630

Diana Ingenhoff, University of Fribourg

ProfessorDepartment of Communication and Media Research+41 (0)26 300 83 98

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Published

2018-09-13

Issue

Vol. 12 (2018)

Section

Articles

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