Analysis On The Development And Use Of Wechat Public Platform Of American Embassy In China From The Perspective Of Public Diplomacy

Since its inception,We Chat has been expanding its scale and the popularity of its platform.By 2019,We Chat has exceeded 1 billion 100 million of its monthly users,becoming the largest entrance of mobile Internet.We Chat official account has become a user bearer that can not be ignored.The rapid development of We Chat in China has attracted many countries to launch diplomatic relations with We Chat through We Chat.What attracts the most attention is the We Chat official account opened by embassies in various countries.Comparatively speaking,the We Chat official account of the US embassy in China has a high utilization rate,and the number and frequency of information release are much higher than those of other countries.During the operation of We Chat official account in the US embassy,its agenda has attracted the attention of Chinese audiences and has become a hot topic in China's media coverage.Therefore,this paper aims to study the development process of the official account of the We Chat public in the US embassy and the characteristics of its dissemination to China,and to summarize its communication strategies,hoping to provide some inspiration and reference for China's new media diplomacy,and also hope that we can be alert to the agenda setting of We Chat diplomacy in the US.The research period of this paper was launched from the official account of the We Chat public in the US embassy in February 26,2013,and in December 31,2019,9791 articles were sent out from the official account of We Chat.Based on this,the paper first reviews the development process of the We Chat official account of the US embassy in China,and points out that it can be basically divided into three periods,namely,the exploration period,the breakthrough period and the stagnation period.Based on this,we use structured weekly sampling to select the selected articles of We Chat,and classify the 191 samples by content analysis.We will explore and analyze the propagation characteristics of the We Chat official account of the US embassy in China,and make detailed analysis from the aspects of communicationcontent,agenda setting and communication form.For the study of the official account of We Chat public in the US embassy,the characteristics of China's public address are not merely based on the description and analysis of the research objects.What's more,we hope to provide some references for Chinese embassies and consulates.Based on the critical absorption and reference of China's official account of the We Chat public,the paper puts forward some enlightenment for Chinese embassies and consulates to spread abroad: to use the new media platform to develop public diplomacy,to play a positive role;professional team operation,break diplomatic barriers,adapt to the needs of the audience,ingeniously adapt localization,and keep away from sensitive topics.In order to transmit values,we should show the national strength in balance and build a good national image.The paper,from the three dimensions of development,content analysis and communication features,explores the strategy of the We Chat official account of the US embassy in China to promote the further development and deepening of China's new media diplomacy.