COMPARATIVE ANALYSIS OF CULTURAL NARRATIVES OF CHINA AND RUSSIA IN THE ERA OF NEW MEDIA

Wang Anqi

The transformation of the media space under the influence of digital technologies has led to the formation of new mechanisms for transmitting cultural narratives that reflect national identity and value orientations of society. China and Russia, being the largest Eurasian powers with similar geopolitical interests, demonstrate fundamentally different approaches to constructing cultural narratives in the digital environment. The relevance of this research lies in the need to understand the mechanisms of public opinion formation in the context of rapid digitalization and growing convergence of media platforms in both countries. The problem is the lack of systematic comparative analysis revealing both common features (state control, patriotic rhetoric) and specific differences in the representation of traditional values, historical memory, and national identity. The purpose of this work is to conduct a comparative analysis of cultural narratives of China and Russia in new media for the period 2020-2023, to identify dominant thematic clusters, mechanisms of their transmission, and features of audience perception.

Keywords:cultural narratives, new media, China, Russia, digital diplomacy, social platforms.