INTERCULTURAL COMMUNICATION IN THE SOCIAL MEDIA ERA: ADAPTATION STRATEGIES OF CHINESE CULTURAL CONTENT FOR RUSSIAN AUDIENCES

Abstract

In the context of transforming intercultural communication in the digital age, the study conducts a comprehensive analysis of the thematic distribution and influencing factors of Chinese cultural content on the VKontakte platform. The research aims at identifying the specifics and effectiveness of digital channels for intercultural communication between Russia and China within the framework of contemporary geopolitical processes. The methodology integrates quantitative multidimensional cluster analysis with qualitative critical analysis of cultural representation, complemented by the application of Hofstede’s cultural dimensions theory. Results reveal a triadic structure of thematic content distribution, dominated by visually-oriented and empirically accessible elements. The study identifies a tendency towards simplification and essentialization in the representation of Chinese culture, as well as a certain degree of content adaptation to the cultural patterns of the Russian audience. Analysis indicates the prevalence of superficial cultural convergence with insufficient representation of deep cultural structures.