China's Image in the People's Daily Newspaper on the Russian Platform VK

The subject of this study is the analysis of content published by the official account of *People's Daily* on the VK platform, aimed at promoting a positive image of China among the Russian audience. The research covers publications from January to September 2024 and includes thematic and quantitative analysis to identify key communication strategies. Focus is placed on content formats, user engagement levels, and cultural adaptation of materials. The study is based on the theoretical foundations of intercultural communication, uses and gratification theory, and framing theory. Results emphasize the importance of content localization, multimedia elements, and cultural context in effective communication with the Russian audience. The study also provides recommendations for improving external communication strategies. Methods of content and thematic analysis are applied, using Popster software to examine the official *People's Daily* account's publications on VK. The analysis aims to identify key themes, content formats, and engagement levels of the Russian audience. The scientific novelty lies in the development of a comprehensive approach to studying digital communication on the VK platform, revealing the relationship between content type, presentation format, and audience engagement levels. The use of thematic modeling (LDA) for classifying publications highlights the importance of personalized interaction strategies in intercultural communication. The study demonstrates how adapting foreign economic communications to the local cultural and cognitive characteristics of the Russian audience improves perception and increases engagement. Practical recommendations are proposed, including the use of gamification, interactive events, and multimedia content creation, which help boost user interest. These findings contribute to expanding knowledge about the processes of building national image in the context of global digitalization. The work can serve as a foundation for developing effective media strategies that consider cultural context and platform-specific interaction.

digital media, intercultural communication, image, authority, People's Daily, social network, content analysis, VK, China, communication strategies