The Research Of China’s New Media Public Diplomacy In The Age Of Web2.0

The media occupies a pivotal position in the public diplomacy, as a mouthpiece and voice tube of the public diplomacy, it is playing an important role in many aspects, such as communication channels, transinformation, eliminating the misunderstanding, deepening mutual understanding, shaping a good image and so on. It is hard to leave the media to carry out the independent diplomatic activities. In the age of Web2.0, the internet technology is developing rapidly, as well as the new media, it has brought the different experience to us. The new media has led the international community to the age of new media, because of many traits such as realtime transmission, universal transmission, cross-domain transmission and decentralized transmission. Thus, the information transmission become more and more easy,convenient and efficient. In the condition of the new media public diplomacy, a variety of explanations of the new public diplomacy come to the fore, as well as the speech power, it is changing the old international media system. In the age of Web2.0, average citizens from every corner of the world can use new media to make a sound or communicate with each other. The application of new media in public diplomacy is certainly beneficial to the cooperation and communication between countries. New media public diplomacy as a cornerstone of the new reinvigoration strategy has already become a focus point of states pursuing public support and expanding public relations.This article first introduces the theory of public diplomacy, and then sets forth concepts of both new media and new media public diplomacy in which analyses of spreading features of new media and influences on public diplomacy exerted by new media under Web2.0 are included. And then the current situation of China’s new media public diplomacy under Web2.0 along with challenges and opportunities China faced in practicing it is analyzed and summarized comprehensively. Based on the above, in the last part of this article, some policy-based suggestions are put forward to improve China’s new media public diplomacy. In this part, the “5W” pattern created by Lasswell, a famous communication scholar, is used for reference. It is to say that suggestions from different aspects like subject, content, object and approach are presented. As for the subject, the combination of multiple forces, especially the key role of the civilian thinking tank, overseas Chinese and multinational corporations is emphasized. As for the content, the application of new media to spread traditional Chinese culture and the Chinese dream is underlined. As for the object, deepening the study on receivers and effectively avoiding their emotional walls are pretty important. As for the approach, flexibility in the use of overseas media to make a sound and enhancing the construction and regulation of new media are significant as well.