The subject of the study is the peculiarities of the representation of the image of the Russian state in leading Chinese media in the context of the large-scale intergovernmental project "Years of Culture of Russia and China" (2024-2025). The work analyzes in detail the specifics of constructing the media image of Russia in the information space of the People's Republic of China, including materials from both central and regional publications. Special emphasis is placed on identifying key thematic dominants and the emotional tone of the content that shapes public opinion among the Chinese audience. The study examines the mechanisms of transformation of traditional political narratives influenced by the intensification of humanitarian cooperation, as well as the role of cultural diplomacy in creating a positive image of the country as a strategic partner and "good neighbor." The influence of media discourse on strengthening the social base of bilateral relations in contemporary geopolitical conditions is considered. The methodological framework of the research consists of quantitative and qualitative content analysis methods of Chinese media materials. Additionally, the systematization of thematic dominants is applied to identify key semantic accents in the information agenda of both central and regional publications in China. The scientific novelty of the work lies in revealing the dynamics of the transformation of the media image of Russia: it is proven that the institutionalization of cultural exchanges contributes to a transition from an abstract image of a "great power" to a specific and emotionally charged image that strengthens the social base of bilateral relations. Characteristics of media coverage are revealed: a high intensity of publications with a dominance of cultural themes (40%) indicates a shift from the traditional political agenda to humanitarian interaction. Particular attention is paid to the emotional orientation of the content that forms the image of Russia as a "friendly and culturally close neighbor." It is concluded that, despite the dominance of positive narratives in official media, there is a need for a deeper analysis of the specifics of perception of Russia in the social media segment and among the youth audience for the formation of a comprehensive communication strategy.
Tiantian Wei (Mon,) studied this question.