Digital Agenda-Building on X: A Case Study of the U.S. Department of Defense’s Communication During the Chinese Spy Balloon Crisis

This article is about an examination of the strategic use of social media platforms, specifically X (formerly Twitter), by the U.S. Department of Defense (DoD), to construct and communicate institutional agendas during the Chinese Spy Balloons crisis in early 2023. This study explores how DoD utilized its official X account to influence public opinion and shape public perception of the military. Although social media has emerged as a powerful tool for government communication, few studies have closely analyzed how military institutions use these platforms to build agendas in real time. Drawing on agenda-building theory, this study introduces a conceptual model through an abductive analytical approach to assess the DoD’s messaging strategy on X. Using thematic analysis of DoD tweets, the research identifies key agendas and subthemes that illustrate how the DoD emphasized national security, military readiness, diplomatic posture, and executive decision-making during the incident. The findings suggest a strategic and responsive communication pattern dedicated to shaping public perceptions of military institutions, demonstrating how digital platforms can facilitate real-time agenda construction by governmental actors. While the study does not assess user impact directly, it provides theoretical and empirical insights into the evolving role of social media in institutional communication and public diplomacy.