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Univerza V Ljubljani Fakulteta Za Družbene Vede UNIVERZA V LJUBLJANI FAKULTETA ZA DRUŽBENE VEDE Uroš Najžar Uporaba družabnih omrežij v javni diplomaciji – prednosti in slabosti (študije primerov) Diplomsko delo Ljubljana, 2012 UNIVERZA V LJUBLJANI FAKULTETA ZA DRUŽBENE VEDE Uroš Najžar Mentor: doc. dr. Milan Brglez Uporaba družabnih omrežij v javni diplomaciji – prednosti in slabosti (študije primerov) Diplomsko delo Ljubljana, 2012 Mama hvala, ker si mi v zadnjih letih vztrajno dihala za ovratnik in me motivirala k pisanju te diplome. Ati in Andraž hvala, ker sta v vseh teh letih vzdrževala ravnovesje s tem da glede diplome doma nista rekla praktično nič. Hvala mentorju, doc. dr. Milanu Brglezu, za vso pomoč in dragocene nasvete pri pisanju te diplome. Andreja, brez tvojih idej in podpore, tega besedila ne bi bilo. Hvala! Uporaba družabnih omrežij v javni diplomaciji – prednosti in slabosti (študije primerov) Če je leta 2000 do interneta dostopalo 360 milijonov ljudi, se je danes številka povzpela na dobri dve milijardi, do leta 2015 pa naj bi bilo na svetu tri milijarde uporabnikov interneta, ki vedno pogosteje uporabljajo spletne aplikacije, imenovane družabna omrežja. Slednje odlikuje demokratičnost, dostopnost in globalnost komunikacijskega okolja, ki posameznikom omogočajo povezovanje in komuniciranje na globalni ravni. Zato so družabna omrežja postala koristno orodje za izvajanje javne diplomacije, pri čemer prednjačita Združene države Amerike in Velika Britanija, ki sta razvili globalno mrežo družabnih platform, s katerimi dosegata večmilijonsko ciljno skupino. Pregled nekaterih komunikacijskih primerov na izbranih družabnih omrežjih pokaže, da diplomatski agenti družabne platforme uporabljajo primarno kot nekakšno interaktivno PR trobilo ali »prodajni« kanal, s katerim želijo svoje politike približati globalnim ciljnim javnostim na način, ki od slednjih ne zahteva kritičnega razmišljanja. To ni v skladu s standardi komuniciranja javne diplomacije, saj slednja rešuje socialne probleme. Za optimalen učinek javno diplomatskih prizadevanj na družabnih platformah je treba marketinške prijeme kombinirati s socialnim marketingom in družbeno odzivnim socialnim komuniciranjem, ki ciljnim javnostim omogočata kritičen odziv. KLJUČE BESEDE: digitalna diplomacija, družabni mediji, internet, javna diplomacija, kritični diskurz. The usage of social media in public diplomacy – benefits and weaknesses (case studies) In the year 2000 some 360 million people were using the internet. The number has since increased to more than 2 billion and it is estimated that in 2015 more than 3 billion people will be using internet and some of its most popular web applications, known as social media. Social media provide a democratic, accessible and global communication environment that enables individuals to connect and communicate on global level. Therefore, social media has become a useful communications channel for public diplomacy efforts, especially in the public diplomacy efforts of the United States of America and Great Britain, which have established social platforms where they are able to communicate with millions of people all over the world. A review of some practical cases has revealed that social media in the public diplomacy field is currently being used mostly as an interactive “PR” channel, which is trying to engage the target audiences into a dialogue, but without any critical thought. The latter is crucial for diplomatic efforts to successfully address various social problems. For the optimal effect a combination of social marketing and socially responsive (social) communications techniques should therefore be applied. KEYWORDS: critical thought, digital diplomacy, internet, public diplomacy, social media. Kazalo vsebine 1 Uvod ................................................................................................................................... 8 1.1 Cilji in hipoteza diplomske naloge ......................................................................... 11 1.2 Struktura analize in metodologija .......................................................................... 11 2 Izbrane teorije komuniciranja ....................................................................................... 11 2.1 Družbena konstrukcija realnosti ............................................................................ 12 2.2 Habermasov koncept komunikativne interakcije ................................................. 17 2.3 Kritični pristopi h komuniciranju .......................................................................... 20 2.4 Teorije komuniciranja in družabna omrežja ........................................................ 23 2.5 Sinteza ....................................................................................................................... 24 3 Javna diplomacija ........................................................................................................... 24 3.1 Kako se »javna« diplomacija loči od »klasične« diplomacije? ............................ 24 3.1.1 »Klasična« diplomacija .................................................................................... 24 3.1.2 »Javna« diplomacija ........................................................................................ 26 3.2 Razvoj pojma javna diplomacija ............................................................................ 27 3.3 Cilji javne diplomacije ............................................................................................ 29 3.4 Pojavne oblike javne diplomacije/prepletanje pojmov ........................................ 29 3.4.1 Javna diplomacija kot orodje za propagando, trženje oziroma lobiranje .. 30 3.4.2 Javna diplomacija kot omrežna diplomacija ................................................. 32 3.4.3 Javna diplomacija – iz monologa v interakcijo in sodelovanje .................... 33 3.5 Digitalna diplomacija .............................................................................................. 35 3.6 Sinteza ....................................................................................................................... 39 4 Internet in svetovni splet (od spleta 1.0 do družabnih omrežij) ................................. 40 4.1 Prvo razlikovanje: internet ni svetovni splet ........................................................ 41 4.2 Drugo razlikovanje: svetovni splet in njegove različice (splet 1.0 in splet 2.0) .. 41 4.3 Tretje razlikovanje: splet 2.0, družabna omrežja oziroma družabni mediji ..... 43 4.4 Družabna omrežja: definicija ................................................................................. 45 5 Pregled delovanja izbranih družabnih omrežij ........................................................... 47 5.1 Spletna enciklopedija Wikipedija .......................................................................... 47 5.2 Družabno omrežje Facebook .................................................................................. 51 5.3 Twitter ...................................................................................................................... 55 5.4 YouTube ................................................................................................................... 58 5.5 Blogi .......................................................................................................................... 61 5.6 Koraki do uspešne prisotnosti na družabnih omrežjih ........................................ 63 6 Praktični del .................................................................................................................... 65 6.1 Uvod .......................................................................................................................... 65 5 6.2 Združene države Amerike ...................................................................................... 66 6.2.1 ZDA – pregled družabnih platform ................................................................ 67 6.2.2 Spletno mesto State Departmenta ................................................................... 68 6.2.3 State Department in Facebook ........................................................................ 69 6.2.4 State Department in Twitter ........................................................................... 70 6.2.5 Twitter – inovativna raba platforme .............................................................. 73 6.2.6 State Department na YouTubu ....................................................................... 75 6.2.7 State Department – blogi ................................................................................. 76 6.3 Ameriško veleposlaništvo v Ljubljani in uporaba družabnih platform ............. 79 6.3.1 »Facebook 5000 Friends Party« ...................................................................... 80 6.3.2 Twitter – ameriško veleposlaništvo v Ljubljani ............................................ 83 6.4 Wikipedija in njen pomen pri izvajanju javne (digitalne) diplomacije .............. 84 6.5 Velika Britanija ........................................................................................................ 88 6.5.1 Velika Britanija – pregled družabnih platform ............................................ 88 6.5.2 Velika Britanija – spletno mesto ..................................................................... 89 6.5.3 Foreign and Commonwealth Office in Facebook .......................................... 91 6.5.4 Foreign and Commonwealth Office in Twitter ............................................. 92 6.5.5 Foreign and
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