ANALYSIS OF PUBLIC DIPLOMACY ACTIVITIES VIA TWITTER APPLIED TO GRUNIG’S MODEL OF COMMUNICATION (Qualitative Content Analysis of @america Twitter Account Periode November-December 2014)

Suyono, Renata Raselia (2015) ANALYSIS OF PUBLIC DIPLOMACY ACTIVITIES VIA TWITTER APPLIED TO GRUNIG’S MODEL OF COMMUNICATION (Qualitative Content Analysis of @america Twitter Account Periode November-December 2014). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

@america is one of the US Embassy’s agencies established especially to conduct public diplomacy activities in Indonesia. One of the public diplomacy activities done by @america was conducted through social media, one of them is Twitter. Twitter has become the leading online social media outlets for marketing and especially for public relations efforts. One of the advantage offered by Twitter is their ability to facilitate interaction between the account holder and its followers, the kind of communication that public diplomacy activities aim for. In studying how @america Twitter interact with its followers, the author applied four models of public relations by Grunig which is press agentry, public information, two-way asymmetrical, and two-way symmetrical. Using directed qualitative content analysis by Hsieh & Shannon, the author derived the components from Waters and Williams framework (2011) as the initial coding category. The result of the study showed @america Twitter is working towards the implementation of two-way communication in order to engage and initiate conversation with its followers. Proved by @america Twitter actively using all the tools provided by the Twitter in order to implement two-way communication such as reply function, @(mention) function, and also retweet function. But also, at the same time, @america Twitter still using one way communication (press agentry and public information model) and two-way asymmetrical communication in their public diplomacy activities order to initiate engagement with its followers.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Public diplomacy, @america, Twitter, Public Relations Models Theory
Subjects: Communication Science > Communication in politics (Komunikasi politik)
Communication Science > Public Relations (Hubungan masyarakat / Humas)
Communication Science > Social media (Media sosial)
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Irfan Saleh
Date Deposited: 06 Apr 2026 07:38
Last Modified: 06 Apr 2026 08:06
URI: https://repository.bakrie.ac.id/id/eprint/13507

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