National image formation in the era of new media: a comparative analysis of the international propaganda strategies of the official accounts of China, the United States and Russia on short video platforms

INTRODUCTION. The modern era of new media opens up new opportunities for shaping the national image through short video platforms such as TikTok, YouTube Shorts, VK Clips and RutubeShorts. These platforms have become an important means of public diplomacy, allowing national Governments to broadcast key values, trends, and achievements to a wide audience. The purpose of the study is to analyze the strategies for shaping the national image of China, the United States and Russia using these platforms, as well as to identify their differences and features.
MATERIALS AND METHODS. The materials include video content published on the official accounts of these states on TikTok, YouTube Shorts, VK Clips and RutubeShorts platforms. The methods of content analysis, comparative analysis and a semiotic approach are used in the framework of the study. The thematic structure of the videos, the nature of visual and rhetorical techniques, as well as audience engagement indicators such as the number of likes, comments, and reposts were studied.
RESULTS AND DISCUSSION. It is revealed that China focuses on cultural traditions, innovations and economic achievements, the United States – on freedom, individualism and popular culture, and Russia – on patriotism, historical memory and national identity. Visual techniques include the use of national symbols, elements of progress and traditions, while engagement metrics have shown that the United States and China have an advantage on international platforms, while Russia focuses mainly on the domestic market.
CONCLUSION. The results of the study emphasize the importance of short video platforms as tools for public diplomacy and national image formation. While the United States and China are actively using global platforms to attract an international audience, Russia is focused on strengthening patriotism and national identity within the country.