UGC as a mean of overcoming cultural barriers: features of the transnational perception of Russian culture in new media

this study explores the role of user-generated content (UGC) in overcoming cultural barriers and shaping transnational perceptions of Russian culture amid globalization and media digitization. The research aims to identify the mechanisms through which UGC fosters alternative narratives that counter stereotypes propagated by Western media, particularly in the context of geopolitical events. The central hypothesis posits that UGC, due to its authenticity and independence from editorial policies, can cultivate a more objective and multifaceted image of Russia, mitigating prejudices. The study’s objectives included analyzing the impact of digital platforms on the dissemination of cultural codes, examining specific cases, and assessing UGC’s role in countering media demonization. Methodologically, the research employs a combination of qualitative and quantitative analyses of social media data, encompassing textual, visual, and audiovisual materials. The findings confirm that UGC serves as a "soft power" tool, dismantling one-sided clich?s through visual aesthetics, musical trends, and literary discourses. By emphasizing the universality of Russia’s cultural heritage and reducing the politicization of perceptions, UGC fosters transnational communities. The conclusions highlight UGC’s significance as a mechanism of cultural diplomacy, promoting dialogue and overcoming informational barriers in global media landscapes.

western media, new media, globalization, user-generated content (UGC), SMO, culture, users, social networks, digitalization, cultural exchange, media space, information