Audience analysis and communication strategies of Chinese TV dramas in the Russian market

this study is dedicated to analyzing the audience and communication strategies used in promoting Chinese TV dramas in the Russian market. The introduction substantiates the relevance of the topic, as the globalization of the media space has led to the active penetration of foreign cultural products, and Chinese dramas attract the attention of the Russian viewer with their originality and exoticism. The aim of the work is to identify the key factors behind the success of Chinese dramas in Russia, as well as to evaluate the effectiveness of adaptive marketing strategies. The methodological framework of the study relies on a mixed method combining both quantitative and qualitative analyses. Among the methods used are statistical analysis of ratings and viewership, online surveys, focus groups, as well as content analysis of advertising messages on social networks and media platforms. This comprehensive approach not only allows for the determination of quantitative indicators of content demand but also helps reveal the underlying motives behind the audience's preference for Chinese TV dramas. The results indicate that Chinese dramas are successfully adapted to the Russian market by combining traditional and new communication strategies. The study showed that the main factors driving popularity are the original storylines, high-quality visuals, and well-developed characters, which foster an emotional connection with the audience. The analysis revealed that the use of cross-media platforms, a strong presence on social networks, and content localization all contribute to building a loyal audience. The discussion of the results underscores the need for further adaptation of marketing strategies, taking into account the cultural and social characteristics of the Russian viewer. The study provides practical recommendations for optimizing communication channels and strategically integrating foreign cultural products into local markets, which may serve as a foundation for further work in the field of intercultural communication and the global promotion of media content.

audience, strategies, communication, TV dramas, Russian market