A Narrative Study on the Construction of China’s National Image by CGTN Russian in the Cross-Cultural Perspective

This article examines the cross-cultural construction of China’s national image by the Russian-language channel CGTN in 2025. The research focuses on the channel’s narrative practices in covering three key events: Xi Jinping’s visit to Russia (May), Vladimir Putin’s visit to China (August–September), and the introduction of a mutual visa-free regime with cultural exchanges (throughout the year). Through the reproduction of historical memory, the discourse of strategic cooperation, and the everyday dimension of cultural exchange, CGTN constructs a multi-level trajectory of communication—ranging from macro-politics to diplomacy and the social sphere. Special attention is given to the interplay of “self-presentation” and “third voices,” which simultaneously strengthen China’s image as a “peaceful, reliable, and partner-oriented” state and enhance audience trust. Methodologically, the study applies content, framing, and comparative analysis to CGTN’s Russian-language materials (website, video, VK), with reference to the concepts of soft power, the “pseudo-environment,” and the 5W model. The scientific novelty of the research lies in the proposed multi-level model of CGTN’s external narrative: from macro-political symbolism (historical memory, rituals), through strategic diplomacy (equal partnership, multipolarity), to cultural and social proximity as a cumulative trajectory of reducing perceptual distance. The findings reveal that CGTN effectively employs agenda-setting and framing to reinforce the themes of “mutual benefit/peaceful development” and fosters trust through “third voices” (experts, citizen opinions). However, limitations include the dominance of the “news + commentary” format, a lack of cultural diversity, and weak interactivity on emerging platforms. The study recommends expanding multimodal storytelling (infographics, short vertical videos), increasing contemporary cultural content, and pursuing co-representation with local media partners and bloggers to ensure a transition from a singular “voice” toward sustainable cross-cultural resonance, thereby consolidating China’s image as a “reliable, peacefully developing partner.”

National Image, CGTN Russian Channel, Cross-Cultural Communication, Narrative Strategy, Soft Power, China, Russia, China-Russia Relations, Discourse power, International journalism