Discourse Strategy of British Digital Public Diplomacy Towards China
The UK is one of the first Western countries to practice digital public diplomacy on a global scale.The UK mainly relies on the Internet and China's mainstream social media platforms such as Weibo,WeChat public accounts,and Tik Tok to carry out digital diplomacy with China,forming a full-dimensional and diversified new media propaganda matrix.After the UK's new Labour government came into power in July 2024,there has been an adjustment in the strategic orientation of public diplomacy towards China,which appears to be more pragmatic and flexible.This article selects the new media accounts of British institutions in China as the research object,focusing particularly on the strategic adjustments after the new Labour government came to power.By employing research methods such as text analysis,discourse analysis and data statistics,the article obtains the rules of the topic distribution and discourse focus.The discourse focus of the UK's digital public diplomacy towards China includes highlighting the China-UK cooperation in the humanity,environmental protection,and scientific research fields,softly revitalizing the UK's national image,and long-term implementation of Western values infiltration.The UK's digital public diplomacy with China is divided into three stages,employing discourse strategies such as constructing an all-round publicity matrix,anchoring audience preferences to set agenda,tracking hot spots to create public opinion topics,finding popular and cultural elements in Chinese society,and strengthening interaction through localization strategies.As key tools in the UK's public diplomacy strategy,these discourse strategies have helped the UK to achieve its diplomatic intentions and enhance its international discourse power to a considerable extent.It would be prudent for China to exercise caution and adopt a measured response.
NETL
NSTL
万方数据
