Title Page
ABSTRACT
Contents
Chapter I. Introduction 13
Chapter II. Literature Review 17
1. Public diplomacy into the 21st Century(이미지참조) 17
2. Social media at a glance: Facebook as an important tool for public diplomacy 23
3. Public diplomacy convenes Social media: Digital diplomacy 35
4. U.S. Digital Diplomacy: 21st Century Statecraft(이미지참조) 40
Chapter III. Research Design and Methodology 45
1. Research Questions 45
2. Research Design and Methodology 46
Chapter IV. Case study: U.S. Digital diplomacy strategies towards Southeast Asian countries - focusing on Indonesia, Philippines, Vietnam 53
1. Overview of U.S.- Southeast Asian countries' relations and the U.S. foreign policy priorities to ASEAN: focus on Indonesia, Philippines and Vietnam 53
2. The context of Facebook usage in Southeast Asian countries 62
3. Empirical analysis: Results and Discussions 65
Chapter V. Major Findings and Implications of the Study 96
Chapter VI. Conclusion 104
References 108
Table 1. Public diplomacy's taxonomies by Cull (2009) 21
Table 2. Government social media objectives, potential indicators... 31
Table 3. 2016 US. Public Diplomacy budgets for Southeast Asian region... 47
Table 4. Public Diplomacy Dimension and Domain 51
Table 5. Main characteristics of the U.S. embassies' Facebook... 67
Table 6. Total number of the U.S. embassies' messages types and... 71
Table 6.1. Total number of the U.S. embassies' messages types and... 73
Table 6.2. Total number of the U.S. embassies messages types and... 75
Table 6.3. Total number of the U.S. embassies messages types and... 77
Table 7. The U.S. embassies Facebook messages' Public diplomacy... 78
Table 8. Average total number of users' engagements towards different... 86
Table 8.1. Average users' engagements towards different message types... 87
Table 9. Average total number of users' engagements towards different... 91
Table 9.1. Average users' engagements towards different message topics... 92
Table 10. Average number of Users' engagements towards different public... 94
Table 10.1. Average users' engagements towards different public diplomacy... 94
Figure 1. Comparison of different social platforms' users in June... 26
Figure 2. Facebook monthly active users in June 2017 28
Figure 3. Number of Facebook users in Southeast Asian countries in... 64
Figure 4. Frequency of posts on the U.S. embassies' Facebook... 69
Figure 5. Users' engagements towards multimedia features by the U.S.... 83
Figure 6. Users' engagements towards frequency of posts by the U.S.... 85