Journal article

Public Diplomacy on Social Media : Analyzing Networks and Content

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  • International Journal of Communication. - USC Annenberg Press. - 2018, vol. 12, p. 3663-3685
English 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.
Faculté des sciences économiques et sociales et du management
Département des sciences de la communication et des médias
  • English
Information, communication and media sciences
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  • RERO DOC 333250
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