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Social Media-based Public Diplomacy in Korea: An Analysis of Major Embassies’ Facebook Postings and User Reactions

Authors
이병종
Issue Date
Dec-2017
Publisher
한국언론학회
Keywords
social media; public diplomacy; Facebook; media effects; digital diplomacy
Citation
Asian Communication Research, v.14, no.2, pp.69 - 99
Journal Title
Asian Communication Research
Volume
14
Number
2
Start Page
69
End Page
99
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/5002
DOI
10.20879/acr.2017.14.2.69
ISSN
1738-2084
Abstract
As more countries practice public diplomacy through social media, also known as digital diplomacy, much academic attention has been given to the field. Yet, most studies have adopted a U.S. or Europe-centric approach in understanding and analyzing the trend. This study tried to fill that academic gap in comparative digital diplomacy by comparing the Facebook activities of eight major embassies in Korea as well as the reactions of their users. Results show an overall dependency on one-way informational dimension of public diplomacy, while two-way engagement dimension is more recommended by scholars and practitioners. Users in fact reacted more positively and frequently to engaging methods, such as exchange and cultural programs, than simple information dissemination. Findings also indicate a diverging pattern of digital diplomacy worldwide, reflecting different countries’ diverse needs and strategies in digital communication. Academic and practical implications of the findings are discussed.
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TESOL·국제학대학원 > 국제관계학과 > 1. Journal Articles

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