Russia's “WeChat Diplomacy” to China from the Perspective of New Media-Taking the official WeChat of the Russian Embassy in China as an Example

Abstract

With the rapid development of network technology, the rapid rise of network public diplomacy with social media has gradually become an important form for governments, which carry out public diplomacy to target countries. Under the background of the continuous and in-depth development of China and Russia comprehensive strategic partnership, the Russian Embassy in China has launched a series of new media public diplomacy activities through the WeChat public account. The theory of international communication and public diplomacy adopted to study the offi cial WeChat public number of the Russian Embassy in China specifi cally by new media. This paper analyzes the topic distribution, dissemination content and dissemination eff ect of the public article, trying to observe the use of new media in China. The strategy of diplomacy is to conduct new media public diplomacy for other countries as a reference.