公众参与
社交媒体分析
社会化媒体
透明度(行为)
公共外交
开放的体验
分析
德国的
外交
政治
公共关系
造谣
数字媒体
社会学
公民参与
政治学
人格
舆论
公众信任
心理学
社会心理学
法学
计算机科学
数据科学
考古
历史
作者
M. Laeeq Khan,Muhammad Ittefaq,Yadira Ixchel Martínez Pantoja,Muhammad Mustafa Raziq,Aqdas Malik
摘要
Social media’s pervasiveness has created new demands for openness, transparency, real-time communication, and public engagement in diplomacy. In this study, we analyze public engagement strategies for diplomacy on Twitter that were employed by a German ambassador. By applying a text analytics approach, we explored the ambassador’s tweets’ core themes, how people reacted to those tweets, and what type of topics received higher engagement for 2 years. Eight themes emerged from our analysis of the tweets: democracy, politics and law; society and culture; conflict and violence; personality; environment and health; economic and social development; personal life; and embassy affairs. By analyzing the tweets’ content, we present a public engagement model (PEM) for social media communication by highlighting 3 key factors that promote online public engagement: self-disclosure, positive attitude, and inquisitiveness. Results suggest that over 2 years, the German ambassador was a highly engaging personality in Pakistan, with around 4,369 interactions and highlighted positive diplomatic communication on Twitter. Tweets were positive, courteous, respectful, personalized, interactive, and direct.
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