With the ever-evolving geopolitical situation, Bangladesh has emerged as a battleground for global powers such as the United States and China. This paper conducts a comparative analysis of the Facebook pages of the Chinese and US embassies in Bangladesh for a 12-month period, from June 2022 to May 2023. A total of 1374 Facebook posts, of which 976 were from the US embassy and 398 from the Chinese embassy, have been meticulously analysed using a quantitative content analysis technique. This method ensures a systematic and objective examination of the data. The study focuses on English-language posts, which are more likely to reach a wider audience in Bangladesh. The study investigates the agendas these countries build on Facebook to connect with their target audience by drawing on the agenda-building framework. The analysis explores the core themes of the posts and people's reactions to each post (in terms of the number of likes, shares, and comments). It also evaluates the topics that attracted more attention from the users. The data analysis reveals that both the US and China have used digital diplomacy as a tool to spread their message rather than as a medium to engage with the public. However, there are notable differences in their approaches. The US has shown a greater commitment to dialogic communication, engaging in occasional conversations with Facebook followers. In contrast, China's digital diplomacy strategy focuses more on disseminating information and less on interactive engagement. This paper contributes to the digital diplomacy scholarship in Asia.

Authors:
Nilotpal Bhattacharjee, Assam University, India
Paromita Das, Assam University, India

About the Presenter(s)
Nilotpal Bhattacharjee, PhD Student, Department of Mass Communication, Assam University, Silchar, India

See this presentation on the full schedule – Friday Schedule

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