國立中山大學亞太事務英語碩士學位學程 碩士論文 International Master Program in -Pacific Affairs National Sun Yat-sen University Master Thesis

推文軟實力：檢視蔡英文政府的公共外交 Tweeting Soft Power: An Examination of Tsai Ing-wen Administration's Public Diplomacy

Graduate student：劉艾倫 Alan Franklin Campbell Advisor：希家玹教授

Professor Kai-yin Allison Haga ​ ​

中華民國108年10月 October 2019 1

Acknowledgements

Thank you to my professors throughout my masters studies - Prof. Lin Teh-chang, Prof. Lin Wen-chang, and Prof. Jinhyeok Jang - for their instruction.

Thank you to my classmates and friends, Lukas Noah House and Michael Tyler Skelding, for their encouragement and timely editing.

Thank you to my advisor, Professor Kai-yin Allison Haga, for her advice and guidance throughout this process.

And thank you to my wife, Christine, for her constant support and endless patience.

2 Abstract

The practice of public diplomacy is gaining in importance among states, particularly with the growth of communication technologies. Public diplomacy is the way in which states utilize their soft power. This thesis analyzes the practice of public diplomacy throughout the history of

Taiwan. It considers the sources of ’s soft power, and how it has been understood and used in different administrations. The current administration of Tsai Ing-wen is an avid user of

Twitter. By collecting and categorizing the Twitter activity of President Tsai and the Ministry of

Foreign affairs, this thesis is able to examine the direction and goals of Taiwan’s public diplomacy. This thesis draws a number of conclusions. While Taiwan historically counted on its geopolitical position to gain foreign support, it has increasingly relied on the soft power of its democratic political system. The Tsai administration’s use of Twitter shows the value placed in communicating with English-speaking audiences, the importance of Taiwan’s diplomatic allies, and the emphasis on building friendly ties with in Europe and . Throughout

Taiwan’s history, including in the Tsai adminstration’s Twitter activity, the highest priority has been maintaining a close relationship with the .

Key Words: soft power, public diplomacy, China, Taiwan, , Twitter

3 摘要

公共外交的實踐在各州之間越來越重要，尤其是隨著通信技術的發展。公共外交是國家利

用其軟實力的方式。本文分析了台灣歷史上的公共外交實踐。它考慮了台灣軟實力的來源

以及如何在不同的政府中理解和使用它。蔡英文的現任政府是推特（Twitter）的狂熱用

戶。透過對蔡總統和外交部的推特（Twitter）活動進行收集和分類，本文可以研究台灣公

共外交的方向和目標。本文得出了許多結論。台灣歷年來依靠其地緣政治地位來獲得外國

支持，但它越來越依賴其民主政治制度的軟實力。蔡政府對推特（Twitter）的使用，顯示

了與講英語的觀眾進行交流的價值，台灣外交同盟的重要性以及強調與歐洲和日本的民主

國家建立友好關係的重要性。在台灣的整個歷史上，包括在蔡政府的推特（Twitter）活動

中，與美國保持密切關係都是當務之急。

關鍵詞：軟實力，公共外交，中國，台灣，民主，推特

4 Table of Contents Thesis Validation Letter………………………………………………………………..1 Acknowledgments……………………………………………………………………...2 Abstract (English)………………………………………………………………………3 Abstract (Chinese)……………………………………………………………………...4 Abbreviations…………………………………………………………………………..7 Chapter 1: Introduction……………………………………………………..………….8 1.1 Background…………………………………………………………….8 1.2 Objectives……………………………………………………………....9 1.3 Research Questions……………………………………………………10 1.4 Research Methods……………………………………………………..10 1.5 Thesis Statement……………………………………………………….10 Chapter 2: Literature Review…………………………………………………………..13 2.1 Soft Power According to Joseph Nye………………………………….13 2.2 Soft Power Critiques…………………………………………………...17 2.3 Public Diplomacy……………………………………………………....22 2.4 Public Diplomacy 2.0..…………………………………………………28 Chapter 3: Taiwan’s Public Diplomacy Before Tsai..…………………………………..33 3.1 Before Democratization………………………………………………...33 3.4 Democratic Taiwan……………………………………...……………...41 3.5 Taiwan’s Sources of Soft Power………………………………….…….53 Chapter 4: Tsai Ing-wen’s Twitter Diplomacy……………………………………...…..57 4.1 Tsai’s Diplomatic Policies………………………………………………57 4.2 Data Sources: Why Twitter?……………………………………….……62 4.3 How Twitter Works………………………………………………….…..63 4.4 Methodology………………………………………………………….…65 4.5 Limitations……………………………………………………………....70 4.6 Tsai Ing-wen Account (@iingwen)……………………………………...71 4.7 Ministry of Foreign Affairs Account (@MOFA_taiwan)...... 74 4.8 Comparisons and Observations……………………………………….…77 4.9 Supplemental Data (MOFA Website)……………………………….…...80 Chapter 5: Conclusion……...……………………….…………………………….….….83 Bibliography……………………………………………………………………..……....88

5 List of Tables

Table 1: Tsai Ing-wen Twitter Post Labels………………………………………………96 Table 2: Tsai Ing-wen Twitter Post Languages………………………………………….98 Table 3: Tsai Ing-wen Twitter Post Outside Links………………………………………98 Table 4: Tsai Ing-wen Twitter Posts/Month……………………………………………..99 Table 5: MOFA Twitter Post Labels…………………………………………………….100 Table 6: MOFA Twitter Post Languages………………………………………………..102 Table 7: MOFA Twitter Post Outside Links…………………………………………….103 Table 8: MOFA Twitter Posts/Month…………………………………………………...103 Table 9: MOFA Website Post Labels…………………………………………………....104 Table 10: Comparative Twitter Followers………………………………………………106

6 Abbreviations

APEC Asia-Pacific Economic Cooperation ASEAN Association of Southeast Asia Nations CCP Chinese Communist Party CPTPP Comprehensive and Progressive Agreement for Trans-Pacific Partnership DPP Democratic Progressive Party DPU Democratic Pacific Union GIO Government Information Office KMT Kuomintang ICAO International Civil Aviation Organization ICH International Council for Harmonisation of Technical Requi