美国对华数字公共外交传播研究——以“美国驻华大使馆”微信公众号为例
A Communication Research on U.S. Digital Public Diplomacy to China—Taking the WeChat Official Account “US Embassy in China” as an Example

互联网智媒平台是当今大众传播的重要渠道，推动公共外交向双向互动、数字线上的趋势发展，进而催生了数字公共外交。本文采用内容分析法，对美国驻华使团官方微信公众号的数字公共外交实践略展开研究。美国驻华大使馆自身定位明确，立足其服务性质宣传文化及外交动向；瞄准传播受众，采用去官方化语态并多发布与中国相关的内容；丰富传播形式，选用多媒体融合。该公众号利用当下数字媒介去中心化的发展逻辑推进外宣工作，达成“输出美国”的价值诉求目标，影响中国民众对其国家形象的认知。这一外交实践侧面展示了中美公共外交博弈的现状，折射了中国目前的外宣困境。基于此现实，本文进一步思考中国开展数字公共外交的应对策略。
Today, the Internet intelligent media platform is an important channel of mass communication, driving public diplomacy toward a two-way interactive, digital online trend, which in turn has given rise to digital public diplomacy. This paper adopts a content analysis approach to study the digital public diplomacy practices of the WeChat official account of the U.S. Embassy in China. The U.S. Embassy in China has clearly positioned itself to promote cultural and diplomatic trends based on its service nature; targeted its communication audience by adopting a de-officialized tone and publishing more China-related content; and enriched its communication format by choosing multimedia integration. The office account takes advantage of the current development logic of decentralized digital media to promote its external publicity, achieving the goal of “exporting America” and influencing Chinese people’s perception of American image. This diplomatic practice shows the current situation of the public diplomacy game between China and the United States and reflects the current dilemma of China’s external publicity. Based on this reality, this paper further considers China’s response strategies for digital public diplomacy.