Analysis of Negative Reviews by Russian Audiences on Chinese Films in the Context of Mass Communication Effects

The subject of the study is the process of forming negative reviews by Russian viewers about Chinese films posted on the digital cinema platform "KinoPoisk." The object of the research comprises user texts of negative reviews that reflect reactions of rejection, misunderstanding, and emotional distancing during the cross-cultural reception of media texts. The author examines various aspects of the topic in detail, such as cognitive difficulties in decoding narrative logic, the interpretation of cultural symbols and value systems, as well as the peculiarities of affective perception and aesthetic alienation. Particular attention is given to analyzing how individual negative evaluations in the digital media environment transform into stable interpretative frameworks and public discursive models. The theoretical foundation of the research consists of D. McQuail's model of mass communication effects and M. McCombs' agenda-setting theory, which allows negative reviews to be viewed as a significant element of cross-cultural media communication, rather than just a collection of individual taste judgments. The study employs qualitative content analysis of negative reviews through inductive coding. The methodological basis integrates D. McQuail's model of mass communication effects and M. McCombs' agenda-setting theory. The main findings of the conducted research include the identification of the systemic nature of negative reviews as a form of intercultural communicative failure and the establishment of their multi-level structure. The novelty of the research lies in viewing negative viewer reviews not as spontaneous emotional reactions but as a mechanism for the collective production of meanings in the digital media space. A significant contribution by the author to the study of the topic is the identification of the relationship between cognitive difficulties in decoding narrative logic, value discrepancies in interpreting cultural symbols, and the audience's affective alienation. It is shown that, at the cognitive level, the key role is played by the mismatch of genre expectations; at the cultural level, the conflict of interpretative frameworks; and at the affective level, the refusal of emotional identification. The conclusion is drawn that, in the context of digital platforms, repeated negative evaluations are solidified in the form of stable frames of perception, which limits the possibilities for intercultural dialogue and reduces the effectiveness of media communication.