Under Dialogic Theory: A Study Of Embassy Microblog

The new media, especially social media,,after its birth has developed very rapidly..And this shocks the world. Micro blog being a typical representative of the type, its dissemination is extremely simple, fast and efficient, has become one of the most effective public relations tools. The power of the spread of the microblog is not only recognized and used by enterprises, more and more countries also use it as public diplomacy tools. At present, in the major microblogging platform, there are a lot of foreign agencies opening microblogging account, the expectation o f using microblogging is to establish real-time and efficient two-way communication with audience.Although part of the embassy microblogging operation is very successful, but a lot of Embassy Microblogging overall construction is still relatively backward, lack of corresponding theoretical and practical guidance, show the uneven level of the situation.This study comprehensively uses empirical research and case study method, the multi dimension, the whole aspect of the research embassy microblog operation status quo. At the theoretical level, this paper affirms in the five principles of the dialogue theory, and micro blog the water phase service principle is "to retain the audience". The reason is that it is capable of communication subjects and object manufacturing more more free space for dialogue.In practice, through comprehensive analysis of the embassy microblogging, on the one hand, first of all to in the ideological awareness to the importance of microblogging diplomacy to realize it in the country to improve the level of external public relations. Shaping the image of the state power; on the other hand, must be aware of microblogging unique attributes, it is not a single information release way, is not a one-way information propaganda tool, be sure to make it play a natural advantage, become public organization to establish a two-way dialogue and communication platform, which also can do in microblogging ideas will enhance the importance of to and other traditional online media the same level and the same height.This article joins the United States Embassy microblogging case for analysis, and from different levels proposed dialogue embassy microblogging communication strategy in a series of recommendations, hoping that in the future to different countries embassy microblogging spread to provide reference.