Kore kamu diplomasisi: Twitter üzerinde bir pandemi analizi

The aim of this thesis is to examine how Korean public diplomacy has employed social media during the COVID-19 pandemic, assessing whether this represents a practical evolution in diplomatic practices and if social media usage extends beyond cultural diplomacy aspects. This thesis investigates how Korean public diplomacy has adapted to the COVID-19 pandemic by using social media for diplomatic activities. It examines whether this shift reflects practical changes or remains theoretical. The research contributes to understanding the role of social media in modern public diplomacy, especially during the pandemic. Utilizing purposive sampling, the research deliberately chooses cases that align with its objectives, thereby enriching the collection of specific and detailed data. Through qualitative content analysis that follows, a deep investigation into textual and visual information takes place, capturing complex phenomena and underlying motivations that quantitative approaches could potentially miss. The incorporation of the Twitter Advanced Search tool further enhances data gathering, assuring congruence with research aims and meticulous curation. Within the scope of this thesis study, for the facilitation of understanding the amassed numerical data, which serves as the cornerstone of the analysis, the method of descriptive statistics was embraced. This entailed the creation of tables and preparation of visual materials to facilitate the subsequent discussion. The research findings in response to the study's questions revealed an increased use of social media during the COVID-19 period. However, a direct link between cases and Twitter activity couldn't be clearly established. Notably, a stronger correlation was noticeable with changes in government. While Twitter was predominantly used for cultural diplomacy, shifts in government led to an increased emphasis on sports diplomacy and humanitarian diplomacy, presenting them as alternatives. In the context of humanitarian diplomacy, the official Korea Public Diplomacy Office's Twitter account displayed discernible selectivity, yet the underlying reasons for this selectiveness remained uncertain and require further investigation. Keywords: Republic of Korea, Public Diplomacy, Digital Diplomacy, COVID-19, Twitter.