Hashtag framing and stakeholder targeting: An affordance perspective on China’s digital public diplomacy campaign during COVID-19

ABSTRACT Social media platforms such as Twitter provide opportunities for governments to connect to foreign publics and influence global public opinion. In the current study, we used social and semantic network analysis to investigate China’s digital public diplomacy campaign during COVID-19. Our results show that Chinese state-affiliated media and diplomatic accounts created hashtag frames and targeted stakeholders to challenge the United States or to cooperate with other countries and international organizations, especially the World Health Organization. Telling China’s stories was the central theme of the digital campaign. From the perspective of social media platform affordance, we addressed the lack of attention paid to hashtag framing and stakeholder targeting in the public diplomacy literature.