Place Branding and Public Diplomacy

, Volume 11, Issue 3, pp 204–215 | Cite as

Tweeting the pivot? The United States and PD 2.0 in Northeast Asia

  • Emily T MetzgarEmail author
  • Xinyu Lu
Original Article


This study considers US public diplomacy efforts in Northeast Asia in the context of the country’s foreign policy ‘pivot’ toward the region. Focused specifically on American efforts to communicate online with publics in China, Japan and South Korea, this research examines embassy social media feeds in order to characterize the most visible aspects of American PD 2.0 in the region. Findings indicate that despite the interactive potential of these online tools, the US approach to public diplomacy in the online context remains overwhelmingly unilateral, with one-way messaging the norm and instances of engagement with the target publics exceedingly rare. Implications of these findings are discussed.


public diplomacy 2.0 relationship management Northeast Asia United States 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  1. 1.Department of JournalismIndiana UniversityBloomingtonUSA

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