Social media in public diplomacy : survey on the social media communication of the Finnish missions abroad

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dc.contributor.author Nurmi, Maria
dc.date.accessioned 2012-10-02T12:40:10Z
dc.date.available 2012-10-02T12:40:10Z
dc.date.issued 2012
dc.identifier.uri http://hdl.handle.net/123456789/39079
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-201210022559 en
dc.description.abstract Today, social media is changing the way people communicate by giving the influence to the hands of the people. For organizations, it means that the issues of stakeholders are the focus of the communication, not the organizations. The question no longer is whether to use social media in public relations, but how to use it. In this research the social media communication of the Finnish missions abroad is studied. The missions have implemented social media as a part of their communication mainly since 2010. It is time to evaluate how the social media have been used so far, including an examination of what more social media can offer. It has been suggested that there is a need for re-evaluation of the theories of public relations due to the rise of social media. Therefore, in this thesis the theories of dialogue are inspected closer. In addition, this research tested the applicability of the Communication Grid (van Ruler 2004) in the context of social media. The purpose is to offer some guidelines about social media communication in the context of public diplomacy. Thus, the theoretical framework in this study is built on public relations in social media and public diplomacy. The research data was gathered by method triangulation: an interview with the communication specialists from the Ministry for Foreign Affairs, a questionnaire to the missions, and observation on the social media sites of the missions. The results of this study suggest that there is a need for improvement in the dialogic communication on the missions’ social media. At the moment, it seems that the missions use social media rather as traditional media, than utilizing the potential for dialogue. Thus, the strategies of the Communication Grid were applicable in the social media communication of the missions but not fully taken advantage of. Social media is used by the missions mainly for information and persuasion strategies. In addition, a somewhat used strategy is consensus-building. However, the dialogue strategy, dialogue with the stakeholders, it not in use in the social media of the missions. Based on these findings, it is recommended that the missions considered engaging in social media also to participate, interact and share. Furthermore, this study suggests that instead of considering the strategies of the grid separately, it may be beneficial to see them as complementary and more so, often interwoven.
dc.format.extent 119 s.
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other social media
dc.subject.other public relations
dc.subject.other dialogue
dc.subject.other public diplomacy
dc.subject.other the Communication Grid
dc.subject.other international public relations
dc.title Social media in public diplomacy : survey on the social media communication of the Finnish missions abroad
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201210022559
dc.subject.ysa sosiaalinen media
dc.subject.ysa yhteisöviestintä
dc.subject.ysa dialogi
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Humanistinen tiedekunta fi
dc.contributor.tiedekunta Faculty of Humanities en
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yhteisöviestintä fi
dc.date.updated 2012-10-02T12:40:10Z

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