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Wetenschappelijke Verhandeling Ontwikkelingen in De Publieke Diplomatie Door Gebruik Van Sociale Media

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Wetenschappelijke Verhandeling Ontwikkelingen in De Publieke Diplomatie Door Gebruik Van Sociale Media UNIVERSITEIT GENT FACULTEIT POLITIEKE EN SOCIALE WETENSCHAPPEN Ontwikkelingen in de publieke diplomatie door gebruik van sociale media. Een toetsingsonderzoek naar de invloed van Twitter op de publieke diplomatie in de Verenigde Staten. Wetenschappelijke verhandeling Aantal woorden: 24.567 ANNELORE RAMAN MASTERPROEF POLITIEKE WETENSCHAPPEN afstudeerrichting INTERNATIONALE POLITIEK PROMOTOR: PROF. DR. RIK COOLSAET COMMISSARIS: JENNIFER KESTELEYN COMMISSARIS: MELANIE VAN MEIRVENNE ACADEMIEJAAR 2012 – 2013 Voorwoord In dit voorwoord wil graag mijn promotor Dr. Prof. Rik Coolsaet en mevr. Jennifer Kesteleyn danken om mij dit boeiend onderwerp toe te vertrouwen. Tijdens mijn studies Internationale Politiek heb ik steeds bijzondere aandacht gehad voor hoe de beeldvorming van internationale conflicten en het imago van staten vorm krijgt. Dat ik vanuit deze interesse een masterproef mocht schrijven, was een extra motivatie om mij in het onderwerp van de publieke diplomatie te verdiepen. Bedankt aan Jennifer Kesteleyn voor de nuttige feedback. Daarnaast ook een dankwoord voor de inbreng van mijn ouders. Zij stonden telkens klaar om mij te steunen in een periode die, om diverse redenen, zwaarder uitviel dan verwacht. Een extra woordje van dank aan mijn mama, die zich ontfermde over de taalkundige oneffenheden in mijn masterproef. 2 Abstract Deze masterproef geeft een overzicht van de recente ontwikkelingen binnen de publieke diplomatie en focust op een shift in de werking van publieke diplomatie onder invloed van sociale media. Er wordt gesteld dat de publieke diplomatie evolueert naar een nieuwe beoefening die kadert onder de term ‘nieuwe publieke diplomatie’. Het model van de nieuwe publieke diplomatie gebruikt sociale media om de dialoog te versterken met burgers en niet-statelijke actoren, om organisaties met elkaar in contact te brengen en bijgevolg het imago van staten te laten bepalen door statelijke en niet-statelijke actoren (Melissen, 2005). De probleemstelling is het al dan niet opgaan van de hypothese van de nieuwe publieke diplomatie, dit toegespitst op de publieke diplomatie van de Verenigde Staten. De centrale onderzoeksvraag is of er meer online netwerken werden opgetrokken door de VS in de vorming van nieuwe publieke diplomatie op Twitter en of niet-statelijke actoren hierdoor worden geëmancipeerd. De methode daartoe is een toetsingsonderzoek van volgende casus: het conflict tussen Israël en Palestina en de publiek diplomatieke verhouding van de Verenigde Staten ten opzichte van het conflict in de periode oktober 2012 tot eind november 2012. Het bronnenmateriaal bestaat uit zes Twitteraccounts, gerelateerd aan de casus. De resultaten komen voort uit een discoursanalyse, waarbij op macro- en microniveau wordt gekeken naar hoe Twitter wordt ingeschakeld door de onderzochte Twitteraccounts. In de resultaten komt naar voor dat er geen nieuwe netwerken werden opgetrokken door het Amerikaanse Ministerie van Buitenlandse Zaken. Twitter werd wel gebruikt als een medium om de eigen standpunten te verspreiden, te verdedigen, en te verduidelijken. De houding van het Amerikaanse Ministerie van Buitenlandse Zaken ten opzichte van niet-statelijke actoren is door sociale media bijgevolg niet gericht op het vormen van netwerken. De voornaamste conclusie is dat Twitter eerder wordt gebruikt als middel ter onderschrijving van het beleid, dan als een middel dat leidt tot aanpassingen in het gevoerde beleid. 3 Inhoudsopgave Abstract ................................................................................................................................................... 3 Inhoudsopgave ........................................................................................................................................ 4 1. Inleiding ............................................................................................................................................... 5 2. Probleemstelling .................................................................................................................................. 7 3. Literatuuronderzoek ............................................................................................................................ 8 3.1 Conceptualisering van nieuwe publieke diplomatie ..................................................................... 8 3.1.1 Publieke diplomatie ................................................................................................................ 9 3.1.2 Nieuwe publieke diplomatie ................................................................................................ 17 3.2 Sociale media en Twitter ............................................................................................................. 19 3.2.1 Kansen in het gebruik van sociale media ............................................................................. 22 3.2.2 Valkuilen bij het gebruik van sociale media ......................................................................... 24 3.3 Nieuwe publieke diplomatie in de Verenigde Staten .................................................................. 25 3.4 Hypothese ................................................................................................................................... 30 4. Toetsingsonderzoek .......................................................................................................................... 32 4. 1 Inleiding casus ............................................................................................................................ 32 4.2 Onderzoeksopzet ......................................................................................................................... 34 4.3 Methode en bronnen .................................................................................................................. 35 4.4 Twitteronderzoek ........................................................................................................................ 38 4.4.1 Selectie van referentiedata .................................................................................................. 38 4.4.2 Analyse van de bronnen ....................................................................................................... 40 5. Resultaten .......................................................................................................................................... 56 6. Bespreking en aanbevelingen............................................................................................................ 59 7. Conclusies .......................................................................................................................................... 67 8. Referenties ........................................................................................................................................ 67 9. Bijlages ............................................................................................................................................... 76 4 1. Inleiding Deze masterproef zal in eerste instantie een overzicht geven van de recente ontwikkelingen binnen de publieke diplomatie (PD) en toont hoe deze ontwikkelingen samengaan met de technologische vooruitgang op vlak van communicatiemiddelen. Deze recente veranderingen startten met de komst van het World Wide Web in 1990, dat tot op vandaag in constante evolutie is. Al nog voor de komst van het internet en de mogelijkheden die het medium bood en biedt, waren er mensen die droomden van een medium waarop informatie vrij kon gedeeld worden met alle gebruikers. Zo was er Leonard Marks onder de administratie van President Johnson in de Verenigde Staten (VS), die als hoofd van het voormalige Amerikaanse Information Agency (USIA), belast met PD, in 1967 droomde van een netwerk tussen universiteiten en andere kenniscentra wereldwijd: “A system of electronic interchange of information could readily be set up within the next five years – provided we make imaginative use of satellites and link them to information storage and retrieval systems already in existence”. Een jaar later beweerde hij dat een wereld waarin informatie gedeeld wordt via gelinkte computers een belangrijke stap zou zijn “towards lasting world peace” (Marks, 1967 aangehaald in Cull, 2013, pp. 1). Het netwerk waar Marks van droomde werd in 1990 ook werkelijkheid. Vandaag heeft elk individu met toegang tot internet in principe ook toegang tot een enorme hoeveelheid aan informatie. Maar het gaat nog verder: individuen hebben tegenwoordig niet enkel toegang tot internet, maar hebben door sociale media ook de mogelijkheid om zelf informatie te delen via het internet. Logischerwijze interveniëren de evoluties op het World Wide Web en die van de PD. PD evolueert erdoor naar een nieuwe manier van werken, die in deze masterproef zal worden benoemd als nieuwe publieke diplomatie (nieuwe PD) (Melissen, 2005). De theorie van de nieuwe PD houdt in dat er onder invloed van het opkomende gebruik van sociale media nieuwe actoren (niet-statelijke actoren) zijn die ook hun stem kunnen laten in internationale conflicten of bij de beeldvorming van internationale zaken als aanvulling op de traditionele actoren (ministeries van Buitenlandse Zaken en diplomaten). De beoefening van PD wordt bijgevolg beïnvloedt door de opkomende actoren die hun stem kunnen laten gelden via een nieuwe communicatiemedium, sociale media. Binnen de groep van sociale media is Twitter één van de internetdiensten waardoor gebruikers wereldwijd met elkaar
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