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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 |
Files in This Item:
File | Description | Size | Format | |
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Public engagement.pdf | Public engagement | 5,43 MB | Adobe PDF | View/Open |
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