Traditional and social media effects on Russians’ national image perceptions of China and the United States: a multilevel mediation analysis

This study investigates how traditional and social media influence Russian citizens’ perceptions of China and the United States through the mediating roles of media evaluation and national identity. Drawing on nationwide online survey data from 1043 adults, the analysis conceptualizes national image as a multidimensional construct comprising perceived affinity, perceived threat, and perceived international contribution. A multilevel mediation model reveals that media effects are not uniform but dimension-specific. Perceived affinity is primarily shaped by media evaluation; perceived threat is mediated through national identity and the media evaluation–identity chain; and assessments of international contribution rely on both mechanisms. New media exposure activates evaluative and identity-based processes, making perceptions more contingent on media trust and national attachment, while traditional media exert more direct influence through narrative coherence. Comparative analysis highlights cognitive asymmetry: the United States is simultaneously associated with stronger perceived affinity and heightened threat perception, while China is evaluated more positively for its contributions to global affairs. This study advances a unified framework linking media environments to national image formation, underscoring the dual role of media evaluation and national identity as core mechanisms. The findings contribute to image theory and international communication, as well as practical implications for public diplomacy strategies in digital media environments.