Please use this identifier to cite or link to this item: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/9187
Title: Public Engagement Model to Analyze Digital Diplomacy on Twitter: A Social Media Analytics Framework
Other Titles: International Journal of Communication
Authors: Khan, Laeeq
Ittefaq, Muhammad
Pantoja, Yadira
Raziq, Muhammad
Malik, Aqdas
Keywords: public
text
diplomacy
Issue Date: 2021
Publisher: International Journal of Communication
Citation: Khan, M., Ittefaq, M., Pantoja, Y., Raziq, M., and Malik, A. (2021). Public Engagement Model to Analyze Digital Diplomacy on Twitter: A Social Media Analytics Framework. International Journal Of Communication, 15, 29. https://ijoc.org/index.php/ijoc/article/view/15698/3411
Abstract: 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.
URI: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/9187
ISSN: 1932-8036
Appears in Collections:Documentos internacionales sobre libertad de expresión y derechos conexos

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