Public diplomacy Web 2.0. - This is a way to influence foreign audiences via the Internet. The article analyzes the evolution governmental framework, strategy and major public diplomacy program. The U.S. government uses social networks to create a youth protest movement, mobilizing dissident groups, forming a dialogue between representatives of the U.S. government and the individual bloggers and users around the American Association of interactive radio and television.
Traditional public diplomacy (public diplomacy)-one of the ways to influence public opinion abroad. Before the advent of the Internet, public diplomacy the United States included the impact of such programs on other states as 1) the information propaganda carried out through radio and TV, and 2) training in specific socio-professional group of people to create a loyal elite and 3) the spread of American political culture through the exhibition activities, movies, etc.
The increasing number of people who listen to radio, watch TV programs via the Internet, enjoy certain resources, and discuss the most important social and political issues in social networking has changed the nature of modern public diplomacy. Its programs are carried by the U.S. government in cyberspace, a key target audience for the millions of citizens who are members of 600 thousand social networks [30, 31].
There are several terms used by the U.S. government to designate an innovative way to influence the foreign company through the Internet: digital diplomacy (digital diplomacy), online diplomacy (Internet diplomacy), diplomacy, social networks (Twitter diplomacy) and public diplomacy Web 2.0. (Public diplomacy Web 2.0.). The most common term among the foreign policy of the U.S. leadership is the last one, which we will operate in the paper.
Public diplomacy Web 2.0. - A mechanism to influence foreign audiences through the following methods: placement of radio and television programs on the Internet, the spread of publicly available literature on the United States in a digital format, monitoring discussions in the blog space, create personalized pages of the members of the U.S. government in social networks, as well as distribution information through mobile phones.
Interactive radio programs and television allow the U.S. government to quickly reach consumers instantly get the opposite reaction (feedback) audience and as a result, alter the content of its information propaganda. Electronic Journals of the U.S. influence on young people, who perceives the information through visual images and video clip . Monitoring social media allows Washington to direct the discussion of bloggers in the right direction and mobilize the youth protest groups and dissidents. Create personal pages of representatives of the political establishment on platforms such as Facebook and Twitter, promote establishment of a real dialogue between the representatives of Washington and members of social networks. Finally, sending of SMS-messages to mobile phones allows foreign nationals to the U.S. government to get to the part of the audience that does not have access to the Internet.