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Title Page

Abstract

Contents

I. Introduction 8

II. Literature Review 12

2.1. The Definition of Public Diplomacy and Its Development 12

2.2. Overview of Social Media and Comparison 17

2.3. Facebook and its Role for Public Diplomacy 20

III. U.S Public Diplomacy 2.0 Strategy 28

3.1. Overview 28

3.2. 21st Century Statecraft and Internet Freedom[이미지참조] 32

3.3. Ediplomacy of U.S. State Department 35

IV. Case Study of U.S. Embassy in Jakarta, Indonesia 43

4.1. Background of U.S-Indonesia Relations and Indonesia's Media Landscape 43

4.2. Facebook's Boom in Indonesia and Embassy Jakarta's use of Facebook 46

4.3. Success and Challenges to Using Facebook in Jakarta Embassy 52

V. Implications 57

VI. Conclusion 63

References 67

List of Tables

Table 1. Public Diplomacy vs. New Public Diplomacy (Public Diplomacy 2.0) 16

Table 2. Facebook Statistics by Country (As of April 28, 2012) 22

Table 3. The Five Key Freedom of the Internet Age 34

Table 4. Categories of eDiplomacy 38

Table 5. U.S. Embassy Fan Potential Penetration in Top Facebook Using Countries 53

Table 6. U.S. Embassy Potential Fan Penetration for Posts with most Fans 54

Table 7. The Use of Facebook of U.S. and South Korea... 58

List of Figures

Figure 1. Social Networking vs. Email Usage 18

Figure 2. Facebook 2012 Statistics Infograph 20

Figure 3. Facebook audience in South Korea (2008-2010) 23

Figure 4. New Paradigm of Semantic Search Crated by SNSs 24

Figure 5. Rankings of Most Popular Apps by Smartphone OS 26

Figure 6. Asia Top Internet Countries (as of December 31, 2011) 45

Figure 7. The Facebook Page of U.S. Embassy Jakarta, Indonesia 47

초록보기

This paper describes the new public diplomacy strategy evolving in the era of Web 2.0. As the world is rapidly changing due to information and communication technologies (ICTs) and internet development, the public diplomacy should make a quick response focusing on real-time public diplomacy. To do so, it is indispensable to utilize social media in practicing the real-time public diplomacy.

During the last century, the United States has been outperformed in foreign diplomatic affairs, and it continues to put efforts to hold its expertise. For instance, the Secretary of State, Hillary Clinton, has been already up-and-running the eDiplomacy under the main strategy of 21st Century Statecraft since 2009. Under the strategy, the U.S. government is actively using social media as a driving force of a real-time communication for the global foreign diplomatic issues. One of the outstanding examples is Facebook usage of the U.S. Embassy in Jakarta, Indonesia. This gives us a useful lesson of social media utilization in public diplomacy 2.0.

This paper analyzes strategies of the new public diplomacy of U.S. in the era of Web 2.0 through case studies on the Facebook application of U.S. State Department and U.S. Embassies. Based on the analysis, the paper discusses the future direction of the new public diplomacy of Korea and the effective strategies using social media utilization for Korean public diplomacy 2.0.

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