The Analysis On The Operation And Strategy Of The U.S. Embassy Sina Micro-blog In China

"Micro-blog is the pulse of the earth", The Time magazine described the importance of Micro-blog and it’s huge influence. As the growing influence of sina micro-blog, more and more foreign embassy in China and the relevant agencies register and use it actively. They distribute information and ideas, conduct public diplomacy through this channel. On the one hand, it can make full use of the advantage of micro-blog, such as immediacy and interactivity, letting the embassy take the initiative of setting topic and guiding public opinion. On the other hand, this communication medium also become a new channel of public diplomacy.The US Embassy in Beijing is one of the earliest foreign embassy registered in sina micro-blog and conduct public diplomacy activities actively. It’s sina micro-blog attract a lot of public attention and quantity of fans. In it’s Micro-blog operation process, topic issued by the U.S. Embassy often become the focus of public opinion and the media opinion in China. This article mainly discuss the use of the account of the U.S. Embassy sina micro-blog and the strategy of international political communication through new media. The goal is to provide beneficial reference for our country’s political communication activities.The thesis is divided into four parts. The first chapter introduced the background of new media and political communication research, the importance and the urgency of learning the strategy of operating micro-blog by foreign embassy. Use literature analysis, content analysis, case analysis to the research of this paper. The theoretical basis is on the agenda-setting theory, integrated marketing communications theory and the political symbol theory. The related literature on the political communication through micro-blog is reviewed on this chapter. The second chapter summarizes the establishment and the development of the the U.S. Embassy sina micro-blog in China. Then analysis its communication system and communication architecture in new media channels. Divided its development into the exploring, the breakthrough and the mature period. The third chapter specific analysis the operation of the U.S. Embassy sina micro-blog. According to the four years data of the U.S. Embassy sina micro-blog account, this chapter divided all the content into six theme. Focus on the analysis of content and purpose of the political, cultural, social and the environmental theme. The last chapter summarizes four main communication strategy of the U.S. Embassy sina micro-blog:Use the micro-blog actively by a professional operation team; Guide the audience opinion by Pseudo Environment; Conduct political marketing by multimedia communication architecture; Working on public diplomacy and national image building.