The Influence of the Media on Public Diplomacy

The topic is Strategic Narratives in Digital Public Diplomacy: A Comparative Case Study of U.S. and Chinese Social Media Campaigns (2020–2024) My Bachelor's Thesis focuses on the examination of strategic narratives in digital public diplomacy of the US and China between 2020 and 2024. Both against the backdrop of heightened geopolitical tensions and digital transformation of communication itself, the two countries employ internet-based social media (Twitter/X, YouTube, Weibo) in order to influence international public opinion and advance their foreign policy agenda. The investigation adopts a qualitative comparative case analysis (QCA) as a point of departure for the study of thematic content, narrative strategies, and audience involvement. The findings indicate there are two conflicting models: the US approach, a decentralised model, a dialogical model concerning democratic values and international cooperation, versus a centralised, state-coordinated model concerned with development, sovereignty, and stability in China. While they face many of the same obstacles in doing so, including breaking the hold of traditional media and breaking through Western media, both countries have used digital platforms to extend their influence and build their respective soft power. The paper adds to our knowledge of how digital strategic communication mirrors and fuels national identity, foreign policy inclinations, and global aspirations.