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“粉絲代替核彈” 美國駐俄大使玩轉(zhuǎn)“數(shù)字外交”
U.S. ambassador in Moscow uses social media to bypass official line

[ 2014-01-14 16:22] 來源:中國日?qǐng)?bào)網(wǎng)     字號(hào) [] [] []  
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“粉絲代替核彈” 美國駐俄大使玩轉(zhuǎn)“數(shù)字外交”

美國駐俄大使邁克爾?麥克福爾借助社交媒體、玩轉(zhuǎn)“數(shù)字外交“。

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For Ambassador Michael McFaul, the unfiltered communication offered by social media means he can tweet U.S. policy, blog it and post it on Facebook, an alternative to the mostly hostile traditional media here.

While Russian Internet use is widespread, the majority of people still get their news from television, so McFaul is unlikely to win the nation’s hearts and minds tweet by tweet. But his use of social media gets him buzz — and a direct line to a new audience.

McFaul tweets, he said in an interview, because Hillary Rodham Clinton, the former U.S. secretary of state who sent him to Moscow two years ago, told him to.

“Her message was that our diplomacy goes beyond meeting with our counterparts in the Ministry of Foreign Affairs,” he said.

McFaul’s reception when he arrived here in January 2012 helped reinforce his boss’s orders. Officially directed anti-Americanismwas on the rise, and television crews, taking cues from the Kremlin, hounded McFaul. They pounced on him when he met with human rights activists. He was accused of giving the activists orders and stirring up revolution.

Time to power up the computer.

Many public officials tweet, but McFaul has been noticed for his willingness to answer questions and get into some give-and-take on Twitter. A few days ago, a tweeter asked if there would ever be war between Russia and the United States. “Never,” he wrote in Russian. That touched off a longer exchange about whether the two countries threatened each other. McFaul argued they faced common threats. Pressed, he tweeted, “al-Qaeda.”

Months after his arrival, a paper prepared for the Center for New Media and Society at the New Economic School in Moscow declared that McFaul had taken digital diplomacy much further than other diplomats. Sam Greene, then a senior research fellow at the center, also wrote that McFaul was already among Russia’s 10 most influential bloggers, as evaluated by numbers of mentions by other bloggers and readership.

The December issue of State, the magazine published by the U.S. State Department, and the January-February issue of the Foreign Service Journal ran admiring this-is-how-you-do-it articles about his use of social media.

He tries to vary the discourse, following up a tweet about Secretary of State John F. Kerry discussing Iran or a link to a strong U.S. statement on human rights in Russia with something personal about himself or his family.

When he and his wife celebrated the new year by watching a Bolshoi Ballet performance of “The Nutcracker,” he tweeted photos and posted them on Facebook, commenting on the wealth of Russian culture. A year and a half ago, a photo of him in Red Square with family members visiting from Montana got a thousand likes.

In a series of 15 or more tart tweets, the Foreign Ministry called itself shocked by remarks McFaul had made to students at the Higher School of Economics, describing him as distorting the U.S.-Russian relationship and spreading falsehoods.

McFaul defended himself; his standard PowerPoint presentation had emphasized positive results, he said. Carl Bildt, the Swedish foreign minister who was watching in cyberspace, called it the first Twitter war.

“I see that Russia MFA has launched a twitter-war against US Ambassador @McFaul,” tweeted Bildt, who has 251,600 followers. “That’s the new world — followers instead of nukes. Better.”

 

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據(jù)美國《華盛頓郵報(bào)》1月12日?qǐng)?bào)道,在俄羅斯這樣一個(gè)經(jīng)常貶損美國、沒有耐心接受西方價(jià)值觀念,同時(shí)嚴(yán)格管控傳媒的國家,美國大使通常很難向普羅大眾傳遞他想傳達(dá)的信息。然而,現(xiàn)任美國駐俄大使邁克爾?麥克福爾卻另辟蹊徑,借助社交媒體、玩轉(zhuǎn)“數(shù)字外交”。

***新時(shí)代嘗試新外交

“數(shù)字外交”的想法從何而來?麥克福爾說,這受到美國前國務(wù)卿希拉里?克林頓的啟發(fā),“兩年前,她派我來莫斯科。當(dāng)時(shí),她告訴我,外交的含義遠(yuǎn)遠(yuǎn)大于在外交部會(huì)見他國大使”。

2012年1月,麥克福爾上任,他在俄羅斯的所聞所感加深了他對(duì)希拉里贈(zèng)言的理解。當(dāng)時(shí),俄羅斯反美情緒高漲,電視里、報(bào)紙上充斥反美言論。作為新任美國駐俄大使,麥克福爾的日子可不好過。隨后,他頂著輿論壓力與俄人權(quán)活動(dòng)人士會(huì)面,更是成為媒體炮轟的對(duì)象,他被指暗中下令、企圖挑起沖突。

經(jīng)過一番深思熟慮,麥克福爾認(rèn)為是時(shí)候轉(zhuǎn)戰(zhàn)“數(shù)字戰(zhàn)場(chǎng)”了。

在麥克福爾看來,雖然俄羅斯傳統(tǒng)媒體對(duì)美國不甚友好,但社交媒體可提供未經(jīng)過濾的信息溝通,這意味著他可以在微博上、在博客上傳播美國政策。盡管單純依靠發(fā)微博,麥克福爾無法贏得俄民眾的認(rèn)同,不過他也志不在此,他的目的是與一個(gè)新的群體進(jìn)行直接溝通。

***“有來有往”成其賣點(diǎn)

政府官員開微博并不少見,但麥克福爾卻以和網(wǎng)民“有來有往”而與他人區(qū)分開來。幾天前,一名網(wǎng)友在微博上向麥克福爾發(fā)問:“美俄會(huì)爆發(fā)戰(zhàn)爭嗎?”“不會(huì)!”麥克福爾用俄語干凈利落地回答。

隨后,此次問答在微博上引發(fā)一場(chǎng)有關(guān)美俄是否互為威脅的大討論,麥克福爾也參與其中。“基地組織”,他在對(duì)話框里寫下四個(gè)字,然后點(diǎn)擊發(fā)送,指出這是美俄面臨的共同敵人。

麥克福爾在“數(shù)字外交”領(lǐng)域作出的嘗試和努力得到外界認(rèn)可。麥克福爾赴俄任職數(shù)月后,莫斯科一家學(xué)術(shù)機(jī)構(gòu)刊文稱,相較于同行,他把“數(shù)字外交”推行得更為深入。該機(jī)構(gòu)高級(jí)研究員薩姆?葛林更把麥克福爾列入俄羅斯十大最具影響力博主榜單,稱其博文的閱讀人數(shù)和影響力不容小覷。

***公私兼顧獲得成功

而在美國國內(nèi),政府和媒體也在嘗試解讀麥克福爾使用社交媒體的成功之處。美國國務(wù)院發(fā)行的《國家》雜志2013年12月刊,以及美國《外交雜志》1、2月刊都發(fā)表文章,向讀者介紹這位學(xué)者出身的美國駐俄大使如何進(jìn)行“數(shù)字外交”。

“他會(huì)聲援美國政府,但也會(huì)在社交媒體上稍稍展示一下私人生活?!薄度A盛頓郵報(bào)》說。例如,麥克福爾把他和妻子在莫斯科大劇院觀看芭蕾舞表演的照片放上“臉譜網(wǎng)”(Facebook),同時(shí)附文贊嘆俄羅斯文化博大精深。一年半前,他帶家人參觀莫斯科紅場(chǎng)的照片還收獲了一千個(gè)“贊”。

除了“贊”,麥克福爾在微博上還遭遇過怒斥。此前,俄羅斯外交部曾連發(fā)至少15條微博,斥責(zé)麥克福爾在俄國立高等經(jīng)濟(jì)大學(xué)做演講時(shí)措辭不專業(yè),指其扭曲美俄關(guān)系、散播謊言。麥克福爾隨即“回?fù)簟保f自己所做的PPT演示合乎標(biāo)準(zhǔn),聽眾反響熱烈。

當(dāng)時(shí),瑞典外交部長卡爾?比爾特在推特(Twitter)上圍觀這場(chǎng)口舌論戰(zhàn),并將其稱為史上第一場(chǎng)“推特戰(zhàn)爭”?!拔铱吹?,俄羅斯外交部對(duì)美國駐俄大使發(fā)動(dòng)了一場(chǎng)推特戰(zhàn)爭,”擁有超過25萬粉絲的比爾特在微博上寫道,“這是一個(gè)新的時(shí)代,粉絲代替了核彈,現(xiàn)在變得更好了?!?/p>

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(Julie)

 

 

 
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