Enhancing the Philippines' National Image through Digital Public Diplomacy : A Case Study of the Instagram Account of the Philippine Embassy in Seoul
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Despite the increasing scholarly and practical attention to digital public diplomacy via social media, most existing studies focus on its use by Western, developed countries in Europe and the US. This research seeks to fill this gap in the literature by examining digital public diplomacy conducted by a developing country targeting the public of a developed country. Specifically, we theorize and empirically investigate how Instagram posts by the Philippine Embassy in South Korea might influence the national image of the Philippines among the Korean public. Building upon information gathered through content analysis and semi-structured interviews, we design and conduct an original survey experiment where Korean respondents are randomly exposed to various Instagram posts by the Philippine Embassy in Seoul. Our findings reveal that the Embassy's digital diplomacy can effectively cultivate a positive image of the Philippines among Koreans. Moreover, the 'listening' element of public diplomacy proves to be the most impactful in enhancing the national image. These results have significant academic and policy implications within the realm of digital diplomacy.
Abstract
Despite the increasing scholarly and practical attention to digital public diplomacy via social media, most existing studies focus on its use by Western, developed countries in Europe and the US. This research seeks to fill this gap in the literature by examining digital public diplomacy conducted by a developing country targeting the public of a developed country. Specifically, we theorize and empirically investigate how Instagram posts by the Philippine Embassy in South Korea might influence the national image of the Philippines among the Korean public. Building upon information gathered through content analysis and semi-structured interviews, we design and conduct an original survey experiment where Korean respondents are randomly exposed to various Instagram posts by the Philippine Embassy in Seoul. Our findings reveal that the Embassy's digital diplomacy can effectively cultivate a positive image of the Philippines among Koreans. Moreover, the 'listening' element of public diplomacy proves to be the most impactful in enhancing the national image. These results have significant academic and policy implications within the realm of digital diplomacy.
참고문헌 (28)
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