Restoration of National Image in Crisis Situations: A Comparison of CGTN and RT Strategies for Shaping Public Opinion (Using the Example of the Covid-19 Pandemic)

The article examines the media strategies of CGTN and RT aimed at restoring and maintaining national image during the global crisis caused by the COVID-19 pandemic. It presents a comparative analysis of content, narratives, and methods of audience engagement on the international stage. The study emphasizes the peculiarities of information presentation, the nature of audience responses, and the influence of cultural and political factors on the choice of media technologies for promoting a positive image of the country. The main goal of this research is to identify and analyze the strategies for shaping national image implemented by the media platforms CGTN and RT during the COVID-19 pandemic. Special attention is paid to comparing communication tools and assessing their effectiveness in influencing public opinion. The material for analysis includes publications, official statements, as well as user comments and expert assessments published during the active spread of the pandemic. The study employs thematic, discursive, and comparative analysis methods. The thematic analysis identified key narratives of the pandemic, the discursive analysis examined rhetorical strategies for audience influence, and the comparative analysis allowed for a comparison of the media strategies of CGTN and RT, revealing similarities and differences in the restoration of national image. The article identifies the strengths and weaknesses of the strategies used by CGTN and RT, highlights similarities and differences in approaches to shaping public opinion, and formulates conclusions about their effectiveness. The influence of cultural and political factors is reflected in the choice of image promotion tools, determining the priorities of media platforms and their impact on public opinion. Effective adaptation of strategies to the characteristics of the target audience, along with the use of comprehensive approaches to narrative formation, ensures a sustainable presence of countries in the global information space and contributes to the formation of a positive image of the state in the face of modern communication challenges. The scientific novelty of the study lies in the comprehensive examination of media practices of two leading international platforms from a comparative perspective, as well as in identifying the factors that determine the specificity of national communication models in crisis conditions.