中国驻乌克兰前大使高玉生:俄已败!

朝鲜防疫:每一条路都被堵死了

知乎破千万话题:今年到底多少私企破产和员工失业?

猿视角: 玩偶姐姐新片夹带私货, 搞港du骂国家, 请不要对她冲了!

金融数据全面坍塌!根本没有需求 企业想裁员 居民也不买房!

分享到微信朋友圈

点击图标下载本文截图到手机
即可分享到朋友圈。如何使用?

自由微信安卓APP发布,立即下载!
查看原文

独家评论:拜登将推特变回安全、官方、维持平衡的公关工具

烽火数闻 烽火数闻DataNews 2021-09-30


- - - - - - - · - - - - - - -

本作品由烽火数闻团队创作并出品。




阅读提要 | 拜登任期的第一个半年,他怎样转变推特画风、启动了一套新战略?我们人工复制粘贴了1100余条推文,并进行专业的词频计算后,得以呈现这篇有关拜登推特战略的独家分析。



         

拜登好像不再对特朗普耿耿于怀



The days have gone – for now at least – when a U.S. president used Twitter to castigate celebrities, brawl with rivals or even fire staffers. 


美国总统在推特上和名人互怼、与对手吵架,甚至开除员工的日子已经一去不复返了——至少目前是这样。

 

Half a year has passed since Joe Biden claimed victory in the 2020 presidential election, he has bidden farewell to the past and embraced a safe, official and balance-maintaining Twitter strategy. 


自拜登宣布赢得2020年美国总统大选,已经半年有余。他已经告别了过去,启用了一套安全、官方、平衡的推特战略。



Firstly, Biden has turned the page from the head-to-head battle with Trump. Instead, he is playing a safe card, using a nuanced approach to amplify the administration’s successes. 


首先,拜登走出了与特朗普正面交锋的阶段。换上一手安全牌,他使用更微妙的手段去强调现任政府的政绩。



From July 24 to October 24 last year, 299 of Biden’s 1,061 tweets were about the Republican. Since he was sworn in, however, Biden has only alluded to Trump once, as his “predecessor,” among the over 1,100 original or retweeted posts between January 20 and June 30 from his two accounts. 


去年的7月24日到10月24日之间,拜登发布的1061条推特中,有299条都提到了特朗普。但拜登上台后,只用“前任”一词暗指过特朗普一次。而1月20日到6月30日期间,新总统两个账号加起来发了1100余条原创或转发推文。



In the post, he said more than two million jobs had been created in his first four months as president, more than double the rate under Trump. 


拜登在那条帖子中称,他执政的四个月以来,已新增超过2百万个工作岗位,这个数字是特朗普时期的两倍还多。

 

But although Biden otherwise stubbornly ignores Trump, on and off line, he repeatedly compares life today to “back” then on Twitter. 


尽管拜登执意不提特朗普,然而无论线上或线下,他还是在推特上频繁地把美国如今的生活与“过去”做对比。

 

Among his more than 1,100 posts, “back” was used 92 times. Sometimes normal life is “back,” other times the word is used in reference to climate change, multilateral diplomacy, LGBTQ issues or racial disparities – the implication is always clear. 


在这1100余条推特里, “back”被使用了92次。有时候,它指正常的生活在疫情后已经“回归”。其他时候,当他谈论气候变化、多边外交、性少数群体或种族不平等议题时,“back”背后的深意不言自明。



拜登把推特当作公关工具来使用


Secondly, the president is relatively low-key, and uses Twitter only as an official PR tool to promote his core policies and drive responses with calls to action. 


第二,现任总统相对没有那么高调。他仅把推特当作一个官方的公关工具,以宣传其核心政策,并用具有号召性的话语推动大众响应。



Let’s look at the Top 16 most mentioned words on Biden’s post, within the research scope, use of “plan/plans” is second only to “American,” and the two are often used together. 


让我们来看看拜登推文里的高频词前16位。在研究范围内,“计划”的提及次数仅次于“美国人”,并且这两个词常常一起出现。



The “American Rescue Plan,” for example, was mentioned 111 times. The nearly $1.9 trillion coronavirus rescue package was signed into law in March. The “American Jobs Plan,” a trillion-dollar infrastructure proposal, was mentioned 80 times. 


比如,“美国救援计划”被提及111次。这个近1.9万亿美元的新冠病毒救助计划于 3 月签署成为法律。而“美国工作计划” ,这个规模达万亿美元的基础设施提议,则被提及80次。

 

He also posts calls to action like “Get vaccinated today,” to expedite America’s vaccination campaign, or encourage people to be positive, saying “This nation is coming back.” 


拜登还在推文中号召大家“今天就去打疫苗”,以推进美国的疫苗普及进程;或是鼓励人们保持积极情绪,发推写道“这个民族正在归来”。




“端水”是拜登团队的特长

Thirdly, instead of hyping the president’s self-image or demonstrating a “love or hate” style on Twitter, Biden’s administration is maintaining balance both inside the government and across its borders.  


第三,拜登在推特上并未大肆宣传作为总统的个人形象,也没有展现出爱恨分明的主观情感。无论是在政府内还是在国界外,拜登团队正努力维持着一种平衡。


 

Inside the government, the 78-year-old is comfortable delegating media exposure, on TV and on social media. White House officials and the Cabinet not only make frequent TV appearances, they are also vociferous tweeters. 


在政府内部,这位78岁老人很乐意把在电视和其他媒体的曝光机会分配出去。白宫官员和内阁成员不仅在电视台频繁露脸,也是频繁发声的推特用户。

 

Across borders, the Biden administration has put multilateralism into practice. Biden communicated on Twitter with multiple leaders from Europe and Asia. In the meantime, the friendship with Canada is of top importance for the administration. Around a single meeting on February 24 with Justin Trudeau, Canada’s prime minister, Biden tweeted or retweeted six posts from February 21 to 25. 


外交问题上,拜登政府的确在走向多边主义。在推特上,拜登与来自欧洲和亚洲的多位领导人都有交流。同时,这届美国政府非常看重与加拿大的友谊。围绕2月24日与加拿大总统贾斯汀·杜鲁多的一次会面,拜登在21号到25号的推文中,有6条都提到了杜鲁多。

 

To summarize, Biden’s reputation as a gaffe-prone politician has rarely been borne out since his inauguration, and the administration’s Twitter strategy has so far proven effective in maintaining his credibility as a U.S. president and regaining trust from the public. 


总的来说,拜登上台以来,他那容易失态的政治家形象几乎已经淡出大众视野了。其政府推行的推特战略目前来看还是有效的,不仅在维持着他作为美国总统的可信度,也正重新赢得大众对于政府的信任。



Producer /  Dai Yu

Script  /  Zhang Anqi

Data Analyst / Chen Feng, Frank S.Chen, Xiong Xingran 

Graphic & Motion designer  /  Liu Yuetong & Shen Yuran  

Data Checker / Zhang Yiwu

Editor / Joseph Cullen





人有态度,数有观点

数据角度直面核心争议

用“冷角度”切开“热议题”  

* 评论员个人的观点不代表数闻的立场

/

shuwen_datanews@163.com


- - - - - - - · - - - - - - -

: . Video Mini Program Like ,轻点两下取消赞 Wow ,轻点两下取消在看

文章有问题?点此查看未经处理的缓存