The United States New Media Public Diplomacy Toward China

With the development of Internet industry,especially the mobile Internet,the popularity of all kinds of mobile terminals promotes new media into an important method for people to acquire information.Therefore,under the guide of WeChat and Weibo which are the representatives of China's domestic new media platforms,as well as Facebook and Twitter which are the representatives of worldwide new media platforms,the progress of public diplomacy has entered a new stage.The US embassy in China makes full use of all kinds of new media platforms,actively promoting public diplomacy in China and achieving its intended effect.In this way,the US expands its soft power fully.This thesis chooses the information from the WeChat public account and the official Weibo account of the US Embassy in China,as well as the official Twitter accounts of the US Embassy and other official instruments as analysis objects,putting forward that the US public diplomacy to China exists several aspects of advantages which are comprehensive utilization of new media platform,attracting various Chinese audience,making full use of Chinese local mew media,the two-track releasing in new media platform and official website,the proficiency in operating new media platform and the mechanism in the development of public diplomacy.As a result,it brings profound enlightenments on how to carry out public diplomacy more effectively in new media platform.First of all,developing public diplomacy with new media platforms is a new way to form a good image of the country and win common feelings of people.Secondly,public diplomacy in the new media era requires that Chinese relevant foreign affair agencies' responsibility should be clearer and more definite.China also needs to master more skills to promote its own cultural characteristics.Lastly,the new media public diplomacy requires China to formulate a complete and forward-looking public diplomacy strategy.At the same time,it will promote the development of Chinese overall diplomatic strategy.To sum up,new media platforms provide a new opportunity for China to develop public diplomacy and disseminate Chinese culture and values.China needs to seize the opportunity to improve its public diplomacy in the fields of organization establishment,personnel training,policy making and strategic guidance,bringing more “voice of China” to overseas people.