Study On The Dissemination Of Japan To China Based On The New Public Diplomacy

After the Second World War,the concept of democracy and peace began to spread around the world,and public diplomacy gradually became one of the important diplomatic methods for countries to conduct international exchanges and establish their national image.Public diplomacy refers to one of the diplomatic means by which a country provides information to the foreign public,interacts with it,and strives to influence its behavior.Nowadays,public diplomacy in the information age emphasizes the autonomy of the audience,the equality of the communication subject and the audience,and the interaction between the two parties.Different from the traditional public diplomacy that emphasizes the government's communication to foreign publics,the new public diplomacy emphasizes plural subjects and everyone can participate.Various types of social media based on mobile Internet terminals make it possible to realize real-time information exchange between different subjects.Social media has gradually become an important position for public diplomacy in various countries.General Secretary Xi Jinping's report at the Party's 18 th National Congress of the Communist Party of China stated that “constructing and developing a modern communication system and improving communication capabilities” believes that we need to play a good role in emerging media,tell the Chinese stories,spread the Chinese voices,explain the Chinese characteristics and clear the requirements.Based on the knowledge of the subject,this study extracts the different actors of public diplomacy in Japan,and uses the accounts opened on Sina Weibo as research objects to summarize different communication strategies and evaluate their effects.The study found that the government of Japan and multinational companies attract almost equal attention on Weibo.Government organizations weaken the political nature of their content and fully tap Japan's outstanding cultural factors for active publicity;The multinational corporations are more likely to attract the trust of the general public because of their centuries-old traditions of the foundation,and through the influence of their products and corporate culture,use the characteristics of new media to interact with the public to narrow the distance with the public;The social celebrity's Weibo is the most popular Public attention,through its own influence,has achieved a positive public response at the emotional level;The Japanese media and NGOs' microblog accounts have a comprehensive and multi-faceted picture of China,paying attention to major events and actively expressing humanistic care,but they have not made good use of the strong interactive nature of social media to cut off the door to interaction with the public.“Microblog diplomacy” is a type of information competition,attention competition,and influence competition in which multiple subjects participate.Only through active advocacy and promotion in practice can it be possible to win competition and share influence.Operating the platform with “attentiveness” requires that international actors have a deep understanding of their goals and advantageous resources,a deep understanding of the needs of the target audience,and a deep understanding of the characteristics of the communication platform.Summarizing the achievements and experiences of different countries in the practice of new public diplomacy has certain reference value for China's public diplomacy in the context of new media.