With new media, public diplomacy can be more effectively the mass media and interpersonal communication, by combining information and communication interactive, two-way, based on the realization of the target audience of "precision strikes."
New media: "the public diplomacy to achieve fingertips"
"'Refueling, teacher! Refueling, Daddy!" Little girl cheerleading uniform, crisp and sweet cries echoed in the gymnasium. Paris, summer, sunny, breeze was blowing. May 28, the Chinese Embassy in France, often UNESCO co-organized the delegation in the fourth 'Harmony Cup' Games. a warm up and feel the atmosphere of the scene! "This is a" diplomatic PHS "published in 453 micro-blog. In the "diplomats see the world" section, there is such a micro-Bo: "push the fence, flower diameter back to the depths of your home, good night's sleep, and then starting the Ming Dynasty vigor. ~ Pasta ~ kiss, good night. "fresh, intimate network language, for the newly emerging" diplomatic PHS "pocketed fans, in mid-April 2011 to 6 days led to two thousand friends" crowd. "
Just a few years ago, "public diplomacy" in Chinese academic circles and even in diplomatic circles are not a mainstream concept, and today, along with the past few years Beijing Olympic Games, Shanghai World Expo will be held successfully, the insight the advocate and the widespread media coverage, the "everyone is a public diplomacy ambassador" point of view become more and more official and public opinion agree. Moreover, the media, especially the new media and diplomacy are no longer tied to foreign and distant and unfamiliar people.
Traditional ecological balance information
What is public diplomacy? People say different, but generally emphasized, it is a government-led, to communicate with people in other countries the process is aimed at their existing policies, concepts, systems and culture has gained the people's understanding of his country, so you can create a environment conducive to domestic public opinion, indirectly affect his government's policies.
Foreign media complement each other in recent years is not the new. The exchange of information and ideas is the practice of public diplomacy activities of the center, people familiar with the foreign news media practice of public diplomacy is one of the first form. General information dissemination activities with a different, public diplomacy in the information dissemination strategy with deep meaning: the short-term goal of information dissemination is to a country's government policy to provide reasonable and convincing explanation of the feasibility of long-term goal is in part of the country's overall diplomatic strategy to ensure that the people of his country long-term, positive dialogue and communication for its own values and identity.
The well-known international media agencies British Broadcasting Corporation (BBC), for example. In 1938 the BBC began broadcasting activities outside the one hand, the development of communication technologies to meet the audience needs to continuously adjust to changes in the other, with the UK Government's international foreign policy, in accordance with British geopolitical changes in the spread of the target needs to determine audience, program duration, production strategies. In BBCWorldService can be seen on the website, BBC external communication activities are: first, to the key areas to provide accurate, objective and impartial news and information, and further consolidate the BBC's reputation as an international media organizations and a strong position; second, is in crisis or suffering from the pain of natural disasters, illiteracy, providing humanitarian assistance to many countries; third, propaganda of democracy, freedom, equality and social justice "global values", which Western countries to implement the "standard of value." In March 2008, BBC Arabic television news channel officially launched, 24-hour rolling news broadcast. British government had acknowledged, BBCWorld Service external communication almost lost the Arabic audience market, but wants to use the Arab language television channel broadcasting "in time, in the Middle East to establish an independent and impartial coverage of the reputation, rather than through honest publicity to counter the Middle East extremist ideas. "
Can be said that the rise of the Internet and other new media before an international spread of national news media strength the strength, to some extent determine its information dissemination in the territory of public diplomacy in the situation merits. As communication technologies in developing countries, cultural divide and the information gap exists, not to mention other countries that affect the public's views and opinions, and even the spread of information can reach the target audiences and communication channels are effective can not be guaranteed. In contrast, developed countries could spread with the power advantage, the right to speak to grasp the reality of the definition, given the political events of different "tags" to their ideas and actions into the "right", "justice" system of values different from the objective form reality of the "pseudo-environment" to shape and influence international public positions and views, and thus constitute a realistic basis for action. This is the power of communication as a soft power lies.
New "people's diplomacy": all to all communication
So, this imbalance of information ecology, whether due to the emergence of new media and the rise of the occurrence of certain changes and even change it?
The answer is yes.
Internet media, handheld media, digital media, mobile media is a typical representative of the new. As a media scholar pointed out, a new way of dissemination of information brought about social change, it will not pass beyond the content of its greater significance is that it defines itself, the symbol of a way of information, communication speed, sources of information, dissemination of information exist in quantity and context.
Use of new media, public diplomacy can be more effectively the mass media and interpersonal communication, by combining information and communication interactive, two-way, based on the realization of the target audience of "precision strikes." We see that in 2008, 3.14 events in Tibet during the Chinese people and overseas Chinese use the Internet to the media issued their own voice, their online forums, blog, video on the website posts the truth about Tibet and video on CNN and other Western Media Web site message, send e-mail to protest the false reports, even set up a special website anti-cnn.com, against Western media coverage of inaccuracies to be eleven to expose and criticize. "New York Times", a columnist admitted that although he did not agree with reader e-mail all the Chinese point of view, but the letter made him rethink the cognitive framework of the Tibet issue.
Wu Bai B CASS researcher has written that although the "people's diplomacy" of China's foreign policy thinking of the important, but in the first 50 years of New China's diplomatic practice, "to promote public official" is mainly used to break the deadlock in the official cut off, and the development of China's diplomacy is not a strong point. China's internal relations "strong state" and "weak society" forms also result in imbalance in the development of China's foreign relations, the Chinese Foreign easy to ethnic minorities, protection of human rights issues into the roots of Western society, surrounded by this situation relying solely on government forces is unable to cope with and reconciled.
Public diplomacy advocated by the "government-led, as the backbone of the social elite, the general public based on" information and ideas flow model for the above problem provides a solution. The mode of transmission is "all to all" the spread of new media applications and popularity, so this idea of public diplomacy is possible. Can be said that the new media environment, the public diplomacy activities more goal-oriented information dissemination of public feedback and participation from the "send - to accept" one-way transmission of information exchange and sharing of turning two-way interactive process, changes in the dissemination of information "Biography without, "" deaf ear "state.
Embassy of wind and water micro-Bo
We can examine the micro-blog to show the public diplomacy of the exciting prospects.
That micro-blog micro-Bo (micro-blogging), is based on wired and wireless Internet terminals release fine for other users to share short messages instant messaging network, because each time a user for updating the information is usually limited to 140 characters or less and therefore have name. From a technical level, the microblogging more dissemination of information in recent human communication Anyone, Anytime, Anywhere, Anyway the 4A ideal situation.
In China, microblogging has become the U.S. Embassy, British Embassy, the British Tourist Authority, the European Union and a number of public diplomacy, foreign affairs institutions to play a "soft power" of the heavyweight communications platform.
Opening the U.S. Embassy microblogging home page, the page is the American flag stars and stripes for the background, dotted with U.S. Embassy staff smiling picture of the personalized settings. The logo also distinctive micro-Bo, is a fusion of Chinese and American flag pattern composed of Tai Chi. The micro-Bo from the Embassy Public Affairs Section of team operations, style of plain language, published microblogging to introduce American history, culture and social system, the majority of the contents of the status quo, but also high-level foreign affairs, China and the U.S. non-governmental exchanges, and the embassy various cultural activities held information; another job content is monitored daily users comments, in response to users needs more information about related topics, while the restoration of critical remarks or comments with the facts, to eliminate misunderstanding, to promote dialogue. One comment on the amount of forwarding and more micro-Bo, with China the formation of public opinion with reference to the contents of the hot topics involving the United States, prices, city parking, taxes and American families, the U.S. government financial information, and other grass-roots level.
The "high-quality food, happy country, healthy living" and other terms as labels focus more on the Danish Embassy's cultural exchanges with the Chinese public and interaction. Danish Embassy Embassy held an Open Day activities, to remind users to participate in the activities of micro-Bo to "Embassy of Denmark Open Day" for the label, released the same day saw and heard, and to draw.
@ Foreign PHS
The Chinese Foreign Ministry, although not formally announced microblogging accounts @ PHS official diplomatic status, Sina Bo plus V certification of the accounts also show the reasons for the gap, but with the time of broadcast news for foreign affairs and cultural customs of the countries illustrated introduction, @ Foreign PHS open microblogging less than in January, the number of fans had climbed to 18 million people. @ Foreign PHS fans, Sina microblogging users @ South hunting not disease, said his busy, there is no specific time to watch the newspapers, television and other traditional media news. PHS and other diplomatic attention to the micro-Bo @ account, you can use queue, waiting for the bus to work, travel time to refresh this fragment microblogging, to understand national issues, convenient, and "PHS is very interesting, 'can not afford injuries 'Such buzzwords are written into the network, I feel very funny, and feels like a life, contact friends, listening to him tell you something new thing, more attractive than the pure it's news. "
In the long run, China should establish their own distinctive strategic framework for public diplomacy. On a practical level, China's public diplomacy also needs to have two aspects, namely the foreign public about China, Chinese public opinion to create a conducive environment, we also have a cordial, friendly face for the Chinese public understanding and support of foreign policy. @ Foreign PHS is clearly a good attempt.
In fact, the Chinese Foreign Ministry places emphasis on using new media to promote public diplomacy, the Foreign Ministry website, the Chinese Foreign Forum now has become an important internal and external communication window. However, different media have different mode of transmission products and features. Microblogging information quickly, widely, public two-way interaction with the target has advantages, but only through the propagation and meet the needs of the public can be designed in an appropriate way in just 140 words to accurately convey the core information within, to play a more large influence. @ Foreign PHS has released more than 500 micro-blog, sometimes as a mode of discourse of the official spokesman for mature, cheerful and sometimes also like a naive 90, in a more stable and accurate positioning and maintain the same style there is still room for improvement.
Interestingly, Chinese media on the embassy had set up in Sina microblogging-related reports, the move is called "the Chinese people to do public diplomacy fingertips." As mentioned above, the significance of new media is to provide a free flow of information sources for developing countries to break the current imbalance between the developed and developing countries, information ecology provides a possible breakthrough, the western bypass traditional news media, direct foreign public, to provide them with timely and accurate information about China's new opportunity. Such an opportunity, if we can grasp, obviously, depends on the opportunity we face and how determined changes to the system construction, the concept of resource integration and innovation.
From "World" in 2011 (12) Author: Eurasia
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