TY - JOUR
T1 - Public Engagement Model to Analyze Digital Diplomacy on Twitter
T2 - A Social Media Analytics Framework
AU - Khan, M. Laeeq
AU - Ittefaq, Muhammad
AU - Pantoja, Yadira Ixchel Martínez
AU - Raziq, Muhammad Mustafa
AU - Malik, Aqdas
N1 - Funding Information:
This research was supported by the Social Media Analytics Research Team (SMART) Lab in the Scripps College of Communication at Ohio University.
Funding Information:
This research was supported by the Social Media Analytics Research Team (SMART) Lab in the Scripps
Publisher Copyright:
© 2021 M. Laeeq Khan, Muhammad Ittefaq, Yadira Ixchel Martínez Pantoja, Muhammad Mustafa Raziq and Aqdas Malik. All Rights Reserved.
PY - 2021
Y1 - 2021
N2 - Social media's pervasiveness has created new demands for openness, transparency, realtime 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.
AB - Social media's pervasiveness has created new demands for openness, transparency, realtime 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.
KW - digital diplomacy
KW - Germany
KW - NVivo
KW - Pakistan
KW - public engagement model
KW - SentiStrength
KW - text analytics
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M3 - Article
AN - SCOPUS:85105136301
SN - 1932-8036
VL - 15
SP - 1741
EP - 1769
JO - International Journal of Communication
JF - International Journal of Communication
ER -