A new study explores the effectiveness of non-state actors in digital diplomacy
A new study has discovered important insights into the engagement dynamics between state and non-state actors in advancing digital diplomacy.
The findings were featured in “Pro-China YouTubers in Digital Diplomacy: Effects of Source Nationality and Profession on Credibility, Trust, Media Engagement and Attitudes Toward China” by University of Florida College of Journalism and Communications (UFCJC) doctoral student Quiyue Cho-Li, UFCJC Public Relations Assistant Professor Rebecca Frazer, Tse-hsi Chien, M.A.M.C. 2026, and UFCJC Executive Associate Dean and Public Relations Professor Spiro Kiousis. The article appears in Public Relations Review, Volume 52, Issue 4, November 2026.
The researchers explored the influence of source nationality and source profession on American adults’ attitudes and behaviors toward the state media content and China. This study was one of the first experiments to explore the effectiveness of non-state actors in digital diplomacy.
According to the authors, “The findings suggest that Chinese presenters in state media were perceived as having more credibility than American presenters, and perceived source credibility significantly predicted Americans’ trust in state media, media engagement intentions, and attitudes toward China.”
They add, “In addition, the indirect paths by which the Chinese nationality of the speaker positively influenced all hypothesized final outcomes (trust in Chinese state media, media engagement intention, attitude toward Chinese government, and attitude toward Chinese people through the mediators of source similarity and trustworthiness) were significant.”
Category: Alumni News, College News, Student News
Tagged: digital diplomacy Quiuue Cho-Li Rebecca Frazer Spiro Kiousis Tse-hsi Chien
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