Skip to main content
SpringerLink
Log in

Navigating #ObamainCuba: how Twitter mediates frames and history in public diplomacy

  • Original Article
  • Published:
Place Branding and Public Diplomacy Aims and scope Submit manuscript

Abstract

Conversations in public diplomacy are increasingly influenced by social media networks, including the microblogging platform of Twitter. This study draws from US President Barack Obama’s historic visit to Cuba in 2016 to understand how publics prioritize binational issues using social media. Utilizing the theories of framing and mediated public diplomacy as means to influencing perceptions of nations within public diplomacy, this study assesses the growing role of public audiences and their participation in so-called “Twiplomacy”. A social media content analysis is used to analyze Twitter activity containing the hashtag #ObamainCuba, which was promoted by the US government. It establishes Twitter diplomacy as a site for discourse not only from or between political elites, but as a burgeoning arena for international and previously under-represented publics, themselves engaging with governments and media in this process. The hashtag #ObamainCuba served as a bridge that joined US and Cuba narratives in framing Obama’s visit as a compelling political story, but also facilitated the contestation of historic geopolitical wounds between the USA and Cuba. This study builds on the role of mediation in public diplomacy by demonstrating the interplay between citizens, governments, and the media in the context of digital communication about a specific case of public diplomacy.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6

Similar content being viewed by others

References

  • Aguirre, D., M. Erlandsen, and M.Á. López. 2018. El poder digital y la diplomacia pública en Latino América. In Diplomacia Pública Digital: el contexto iberoamericano, ed. D. Aguirre, M. Erlandssen, and M. Lopez, 21–32. San Jose: Universidad Nacional de Costa Rica.

    Google Scholar 

  • Aguirre, D., and A. Riquelme. 2018. El proyecto y la proyección internacional de la Cuba de Fidel Castro. In America Latina y el Caribe: claves para entender los cambios en la región, ed. A. Rojas, 173–200. Ciudad de La Habana: SciELO.

    Google Scholar 

  • Bastianello, F.R. 2014. Towards a new era of public diplomacy: Twiplomacy. Diplomatic Courier 20: 2–20.

    Google Scholar 

  • Baysha, O., and K. Hallahan. 2004. Media framing of the Ukrainian political crisis, 2000–2001. Journalism Studies 5 (2): 233–246.

    Article  Google Scholar 

  • BBC NEWS | Americas | Castro Steps down as Cuban Leader. BBC News. http://news.bbc.co.uk/2/hi/americas/7252109.stm. Accessed 19 Feb 2008.

  • Bennett, W.Lance. 1990. Toward a theory of press-state relations in the United States. Journal of Communication 402: 103–127.

    Article  Google Scholar 

  • Bjola, C. 2015. Introduction: Making sense of digital diplomacy. In Digital diplomacy: Theory and practice, ed. C. Bjola and M. Holmes, 2–9. New York: Routledge.

    Chapter  Google Scholar 

  • Bjola, C., J. Cassidy, and I. Manor. 2019. Public diplomacy in the digital age. The Hague Journal of Diplomacy 14 (1–2): 83–101.

    Article  Google Scholar 

  • Bruns, A., and S. Stieglitz. 2013. Towards more systematic Twitter analysis: Metrics for Tweeting activities. International Journal of Social Research Methodology 16 (2): 91–108.

    Article  Google Scholar 

  • Burson, Marsteller. 2015. Twiplomacy study 2015. http://twiplomacy.com/blog/twiplomacy-study-2015/

  • Bustamante, M.J., and J.E. Sweig. 2008. Buena Vista solidarity and the axis of aid: Cuban and Venezuelan public diplomacy. The Annals of the American Academy of Political and Social Science 616 (1): 223–256.

    Article  Google Scholar 

  • Calvo, E., and N. Aruguete. 2018. # Tarifazo. Medios tradicionales y fusión de agenda en redes sociales. InMediaciones de la comunicaicón 13 (1): 189–213.

    Article  Google Scholar 

  • Chan, M. 2016. Obama sparks fury over photo in front of Che Guevera Mural in Cuba. Time. https://time.com/4266498/obama-che-guevara-cuba/.

  • Chávez, Christopher A., and Ricardo J. Valencia. 2019. Branding the revolution: Havana Club advertising and the fight for cuban authenticity. Journal of Communication Inquiry 43 (3): 293–312.

    Article  Google Scholar 

  • Collins, Stephen D., Jeff R. DeWitt, and Rebecca K. LeFebvre. 2019. Hashtag diplomacy: Twitter as a tool for engaging in public diplomacy and promoting US foreign policy. Place Branding and Public Diplomacy 15 (2): 78–96.

    Article  Google Scholar 

  • Cull, N.J. 2013. The long road to public diplomacy 2.0: The Internet in US public diplomacy. International Studies Review 15 (1): 123–139.

    Article  Google Scholar 

  • Digital Diplomacy: Virtual Relations. 2012. The Economist. http://www.economist.com/node/21563284.

  • Entman, Robert M. 2008. Theorizing mediated public diplomacy: The US case. The International Journal of Press/Politics 13 (2): 87–102.

    Article  Google Scholar 

  • Freelon, D. 2016. Calculator of Intercoder Reliability. DFreelon.org. Retrieved from: http://dfreelon.org/utils/recalfront/

  • Gilboa, E. 2008. Searching for a theory of public diplomacy. The Annals of the American Academy of Political and Social Science 616 (1): 55–77.

    Article  Google Scholar 

  • Golan, Guy J. 2014. The advertorial as a tool of mediated public diplomacy. International Journal of Communication 8: 21.

    Google Scholar 

  • Graham, D. (2016). What does Obama’s picture in front of a Che mural mean? The Atlantic. Retrieved from: https://www.theatlantic.com/international/archive/2016/03/obama-che-guevara-mural-havana/474738/

  • Gulati, G. J., Just, M. R., & Crigler, A. N. (2004). News coverage of political campaigns. Handbook of political communication research, 237-256

  • Han, G. 2007. Mainland China frames Taiwan: How China’s news websites covered Taiwan’s 2004 presidential election. Asian Journal of Communication 17 (1): 40–57.

    Article  Google Scholar 

  • Kabir, A. 2013. Twiplomacy and the Iran Nuclear Deal. The Diplomat.

  • Kelly, John (@JohnKerry). 2016. Back in Cuba, this time joining @POTUS’s historic visit to Havana. #ObamainCuba,” Twitter. https://twitter.com/johnkerry/status/711711753042722816.

  • Kendrick, Alice, Jami A. Fullerton, and Sheri J. Broyles. 2015. Would I go? US citizens react to a Cuban tourism campaign. Place Branding and Public Diplomacy 11 (4): 249–262.

    Article  Google Scholar 

  • Kietzmann, Jan H., et al. 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54 (3): 241–251.

    Article  Google Scholar 

  • Krippendorff, K. 2004. Reliability in content analysis: Some common misconceptions and recommendations. Human communication research 30 (3): 411–433.

    Google Scholar 

  • Lee, H.M., and J.W. Jun. 2013. Explicating public diplomacy as organization–public relationship (OPR): An empirical investigation of OPRs between the US embassy in Seoul and South Korean college students. Journal of Public Relations Research 25 (5): 411–425.

    Article  Google Scholar 

  • Manheim, Jarol B., and Robert B. Albritton. 1983. Changing national images: International public relations and media agenda setting. American Political Science Review 78 (03): 641–657.

    Article  Google Scholar 

  • Matthes, J. 2009. What’s in a frame? A content analysis of media framing studies in the world’s leading communication journals, 1990-2005. Journalism & Mass Communication Quarterly 86 (2): 349–367.

    Article  Google Scholar 

  • Merrill, Fabry. 2016. The U.S. Trade Embargo on Cuba Just Hit 55 Years. Time. http://time.com/4076438/us-cuba-embargo-1960/. Accessed 19 Oct 2016.

  • NBC NEWS. 2016. Che Guevara Mural Looms Behind Obama During Cuba Visit. NBC News. http://www.nbcnews.com/storyline/u-s-cuba-relations/che-guevara-mural-looms-large-behind-obama-during-cuba-visit-n542831. Accessed 21 Sept 2016.

  • Reagan, Ronald. 2016. Ronald Reagan: Remarks at a Cuban independence day celebration in Miami, Florida. http://www.presidency.ucsb.edu/ws/?pid=41355. Accessed 21 Sept 2016.

  • Salinas, S. 2018. La diplomacia pública digital en Venezuela: arma de ‘propaganda política. In Diplomacia Pública Digital: el contexto iberoamericano, ed. D. Aguirre, M. Erlandssen, and M. Lopez, 131–154. San José: Universidad Nacional de Costa Rica.

    Google Scholar 

  • Sánchez, J.L.M., J.H. de la Casa, and F.S. Pérez. 2016. Mobilising diplomacy. The Catalan and Scottish referendums in network diplomacy. Revista Latina de Comunicación Social 71: 961.

    Google Scholar 

  • Semetko, Holli A. 1992. TV news and US public opinion about foreign countries: The impact of exposure and attention. International Journal of Public Opinion Research 4: 18–36.

    Article  Google Scholar 

  • Semetko, H.A., and P.M. Valkenburg. 2000. Framing European politics: A content analysis of press and television news. Journal of communication 50 (2): 93–109.

    Article  Google Scholar 

  • Shaw, D., and R. Colistra. 2008. Agenda melding. Encyclopedia of political communication, 11–12. London: Sage Publications.

    Google Scholar 

  • Shaw, D. L., M. Mccombs, H. Tran, and R. Mckeever. 2010. Imagining community: Media agenda setting, social melding, and mediamorphosis. A meta analysis. In proceedings of the 8th international symposium: communication in the new millenium. Andolu, Turkey, May. 23–26.

  • Shaw, D.L., M. McCombs, D.H. Weaver, and B.J. Hamm. 1999. Individuals, groups, and agenda melding: A theory of social dissonance. International Journal of Public Opinion Research 11 (1): 2–24.

    Article  Google Scholar 

  • Shaw, D., and D.H. Weaver. 2014. Media agenda-setting and audience agenda-melding, 145–150. Setting the agenda: The mass media and public opinion.

    Google Scholar 

  • Signitzer, B.H., and T. Coombs. 1992. Public relations and public diplomacy: Conceptual covergences. Public Relations Review 18 (2): 137–147.

    Article  Google Scholar 

  • Táboas-Pais, María Inés, and Ana Rey-Cao. 2015. Racial representation in physical education textbooks for secondary schools. SAGE Open 51: 2158244015574972.

    Google Scholar 

  • The New York Times. 2016. Obama Visits Cuba. Obama Visits Cuba. http://www.nytimes.com/interactive/projects/cp/international/obama-in-cuba/coolidge-visit-to-cuba. Accessed 20 Mar 2016.

  • The White House. 2016. https://www.whitehouse.gov/issues/foreign-policy/cuba.website. Accessed 21 Sept 2016.

  • Thompson, Ginger. 2010. U.S. said to plan easing rules for travel to Cuba. The New York Times. http://www.nytimes.com/2010/08/17/world/americas/17cuba.html?_r=0. Accessed 16 Aug 2010.

  • Viebeck, Elisa. 2016. These photos of Obama in Cuba are going viral. The Washington Post. https://www.washingtonpost.com/news/powerpost/wp/2016/03/21/these-photos-of-obama-in-cuba-are-going-viral/. Accessed 21 Mar 2016.

  • Vreese, C.H.D., and H.A. Semetko. 2004. News matters: Influences on the vote in the Danish 2000 euro referendum campaign. European Journal of Political Research 43 (5): 699–722.

    Article  Google Scholar 

  • Weimann, G., and H.B. Brosius. 2017. Redirecting the agenda. The Agenda Setting Journal 1 (1): 63–102.

    Article  Google Scholar 

  • Yun, S.H. 2006. Toward public relations theory-based study of public diplomacy: Testing the applicability of the excellence study. Journal of Public Relations Research 18 (4): 287–312.

    Article  Google Scholar 

  • Yun, S.H. 2007. Exploring the embassy sampling strategy for large-scale cross-national study in replicating the normative theory of global public relations. Public Relations Review 33 (2): 224–226.

    Article  Google Scholar 

  • Zaharna, R.S., and J.C. Villalobos. 2000. A public relations tour of Embassy Row: The Latin diplomatic experience. Public Relations Quarterly 45 (4): 33.

    Google Scholar 

  • Zeldes, G.A., F. Fico, S. Carpenter, and A. Diddi. 2008. Partisan balance and bias in network coverage of the 2000 and 2004 presidential elections. Journal of Broadcasting and Electronic Media 52 (4): 563–580.

    Article  Google Scholar 

  • Zhong, Xin, and Lu Jiayi. 2011. Public diplomacy 2.0: A study on micro-blogs and blogs of US Embassy in Beijing. Journal of International Communication 12: 014.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Communications, California State University, 2600 Nutwood Ave., CP 400, Fullerton, CA, 92831, USA

    Ricardo J. Valencia & Derek Moscato

  2. Department of Journalism – MS 9161 Communications Facility, Western Washington University, Bellingham, WA, 98225-9161, USA

    Ricardo J. Valencia & Derek Moscato

Authors
  1. Ricardo J. Valencia
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Derek Moscato
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ricardo J. Valencia.

Ethics declarations

Conflict of interest

On behalf of all authors, the corresponding author states that there is no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Valencia, R.J., Moscato, D. Navigating #ObamainCuba: how Twitter mediates frames and history in public diplomacy. Place Brand Public Dipl 17, 168–179 (2021). https://doi.org/10.1057/s41254-020-00162-7

Download citation

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41254-020-00162-7

Keywords

Search

Navigation