CHINESE-RUSSIAN DISCOURSE IN CROSS-BORDER E-COMMERCE

Abstract

The paper examines the essence and specificity of interactive discourse on multi-format platforms for Chinese-Russian cross-border e-commerce. It comprehensively analyzes its distinctive linguistic features, patterns of cultural adaptation, as well as pressing problems and contradictions emerging in real communicative practice. Based on a generalization of industry experience and the characteristics of intercultural communication, the author puts forward scientifically grounded approaches and mechanisms for optimizing discursive interaction. The discourse of Chinese-Russian cross-border e-commerce is distinctly manifested through the multilingual mixing of vocabulary and expressions, the organic embedding of national cultural symbols, and a strict orientation toward practical commercial tasks. At the same time, this sector faces a number of unresolved issues: insufficient grammatical and semantic accuracy in translation, risks of intercultural misunderstanding stemming from differences in mentality and traditions, and the lack of unified normative standards and regulatory mechanisms for constructing commercial discourse. It is substantiated that the establishment of a full-fledged localized discursive system, the systematic improvement of market participants’ intercultural communicative competence, and the refinement of industry regulatory norms can significantly enhance the quality of online interaction between China and Russia, reduce communication barriers, and create favorable conditions for the sustainable and high-quality development of the cross-border e-commerce industry in the two countries.