75 Years of Diplomatic Relations Between China and Russia:vThe Media Matrix of Xinhua News Agency and Coverage Features

This article examines the information strategy of the Xinhua News Agency in the context of the 75th anniversary of the establishment of diplomatic relations between China and Russia, with a particular focus on publication features and the use of a new media matrix. By leveraging its official website as the central platform, along with coordinated interactions on Weibo, WeChat, and Douyin, Xinhua News Agency successfully implements multidimensional content delivery and effectively reaches its target audience, meeting diverse informational demands. The materials highlight the interactions between the leaders of the two countries and the outcomes of strategic cooperation between China and Russia, underscoring the crucial role of bilateral relations on the international stage and their global impact. Additionally, the study considers how Xinhua’s engagement with audiences across multiple digital platforms fosters public discourse and strengthens China’s strategic communication capacity. Through the application of content analysis, statistical word frequency analysis, and co-occurrence analysis, the article identifies the thematic structure and coverage features, as well as existing challenges within the new media matrix, such as content uniformity, fragmentation, and the need for deeper audience interaction. The study demonstrates that Xinhua News Agency’s media matrix effectively counteracts information space fragmentation, enhances content focus, and bolsters the narrative surrounding Sino-Russian relations. However, further improvement requires optimizing platform interactions, refining content integration mechanisms, and incorporating more interactive elements to enhance user engagement. These enhancements will not only deepen coverage but also enable a multidimensional analytical approach that better aligns with audience preferences in the digital age. This research provides theoretical and practical foundations for leading media outlets to effectively utilize new media matrices in the digital era for the coverage of significant events, reinforcing their role in shaping global information flows.

Xinhua News Agency, China, Russia, China-Russia relations, information dissemination strategies, media matrix strategy, new media, 75th anniversary of diplomatic ties, Media discourse, Media platforms