Abstract: The rapid growth of technology has always been the main driving force behind media development and a key element contributing to profound changes in China's media industry. The rapid development of generative artificial intelligence has allowed the media to overcome the shortage of labor and time, which has led to dramatic increases in productivity and creativity, as well as profound transformations in the production of media content in favor of content generated using artificial intelligence. The subject of this article is the perception and attitude of Chinese users towards media content created using artificial intelligence (AI), including an assessment of convenience, risks and trust in such content. The study showed that people living in large cities are more likely to encounter media content created with the help of AI, and that highly educated and young users perceive the generated media content better. The widespread use of large-scale generative AI models significantly increases the efficiency and creativity of media content production, providing users with richer presentation formats and a more intelligent sensory experience. The research methodology is comprehensive and includes: comparative and descriptive data analysis, quantitative survey (online questionnaire through the Wenjuanxing system); review of theoretical literature on AI management, ethical issues and risks; response distribution diagrams. This methodology allows you to capture users' subjective assessments: usage scenarios, perceived risks and support levels, and the frequency of collisions. The scientific novelty of the research consists in considering the subjective user perspective, which remains insufficiently studied in comparison with the ethical, technological and managerial aspects of the use of AI technology in media. The study, based on data from 522 questionnaires, revealed that the perception of AI content by Chinese users varies depending on the age and level of education of users, and urbanization. While users support the development and application of generative AI in the media field, they also express some concern about the associated potential risks. The authors of the study come to the following conclusions: content created by generative AI is an inevitable trend in the media industry; It is necessary to rationalize the risks associated with media content created by generative AI (awareness of potential risks, active development of an AI management system taking into account security and integration of innovations, creation of a reliable information environment).

Abstract: The subject of the study is the process of cross-cultural communication and adaptation of the mythological Chinese archetype of the White Snake in foreign screen adaptations (movies, television series, anime, opera). The authors of the article analyze philosophical and cultural meanings, the issue of preserving the demonic nature of the character and the loss of human nature through the prism of various media and civilizational interpretations. The intercultural adaptation of myth is presented in the article as a high-level form of cultural reception, an important research model of intercultural communication (using the example of the Western, Japanese and Thai models). The purpose of this study is to propose effective strategic solutions to overcome the problems associated with the passive perception of media interpretations by audiences in different countries, thereby contributing to the development of a more efficient and autonomous system for exporting Chinese culture to the international level. The research methodology is comprehensive: the article compares and analyzes the adaptation options of the image of the White Snake, a traditional Chinese mythological archetype, in other civilizations of the East and West. The authors of the article carry out an attribution analysis and clarify the structural boundaries of intercultural understanding and the problem of passive perception at the strategic level. The relevance of the presented research lies in the cultural strategy and sovereignty of the export of Chinese culture (the form of cultural conflict and dialogue as a process of cross-cultural adaptation is analyzed). The study is relevant for China and other countries seeking to effectively and equitably represent their cultural heritage on the world stage, bypassing exoticism and orientalism. The article also explores the way in which mythological archetypes are perceived through audiovisual media, and the transformation of the modern media landscape. The scientific novelty of the study is to identify more of the negative aspects of the issue under consideration than the positive ones. This approach reveals the semantic barriers of intercultural communication contained in the fundamental difference between cultural code and ontology. The mythological archetype is considered in the article as a communicative cultural strategy, a comparative and semiotic analysis of the visual image of various civilizational areas is carried out. The authors draw conclusions about the need for inter-civilizational dialogue through the strengthening of cultural symbols, empathy of narrative, localization of archetypes.

Abstract: The subject of the study is the dynamic evolution of Chinese mythology, viewed through the prism of Bakhtin's theory. The authors of the article explore the mythology of China from the forms of primitive beliefs to modern film and television adaptations, revealing its cultural essence as "scenes of eternal dialogue." The key historical stages of the development of Chinese mythology are analyzed: the polyphonic narratives of the axial epoch, in which figures such as Dayu were reinterpreted by various philosophical schools.; dialogue and mutual construction of religious and secular discourses, as exemplified by the figure of Guan Yu, from the Wei, Jin, Tang and Song dynasties; ongoing dialogue between officials and people, sacred and secular, historical and modern, embodied in the literature of the Ming and Qing times about the "Dedication of the Gods"; visual narrative construction of the "chronotope", embodied in the modern digital game "Black Myth: Wukong". This study provides methodological support for the creative transformation of modern mythology, answers the question of national cultural identity in the context of globalization, and provides an important theoretical framework for exploring the possibility of multicultural identity. The research methodology is based on Bakhtin's "theory of dialogism", rethinks the evolutionary logic of Chinese mythology, and argues that this process is essentially a continuous negotiation between a variety of discourses: official narratives, folk interpretations, philosophical borrowings, and intercultural exchanges. The research expands the scope of carnival poetics and the concept of "chronotope" from literary criticism to mythological research. The scientific novelty of the research lies in the application of Bakhtin's key concepts to the process of the evolution of Chinese mythology as a cultural phenomenon rather than a literary text. This research approach translates the trajectory of literary analysis into the field of cross-cultural research and mythology. The authors of the article offer a new perspective on the study of Chinese mythology as a process of continuous discourse (historical and philosophical, folk and official, secular and religious, modern and traditional). The conclusion reached by the authors of the study is as follows: the essence of Chinese mythology lies in the transformational dynamics throughout the historical stage: cultural mythological archetypes continue to be transmitted through new forms of communication, including digital ones, responding to the global challenges of modernity and trends towards interdisciplinarity.

Abstract: The subject of this study is the analysis of psychological filters of interpretation and perception of news content about conflicts among the Syrian audience. The authors of the article analyze in detail the consequences of the impact of individual and collective trauma (sustained as a result of the long-term war) of Syrians on the process of media consumption. The study also substantiates the importance of media literacy as a tool to overcome the negative consequences of prolonged mass exposure to the Syrian audience. The purpose of the study is to examine the traumatic experience of the Syrian audience and its role in shaping cognitive and emotional strategies for interacting with news information, systematize and describe the main types of psychological filters, and justify the need to integrate systematic media education into the general educational trajectory in order to create greater stability and awareness of society. The article uses a comprehensive analysis of theoretical concepts (trauma, confirmatory distortion, cognitive dissonance), data from non-governmental reports, and international organizations dedicated to the process of media consumption and the mental health of the Syrian population. The empirical basis of the study was formed by a quantitative survey of Syrians (analysis of the perception of news about the humanitarian crisis in Sudan), as a result of which three types of psychological filters were identified. The scientific novelty of the study lies in contextualizing and demonstrating the mechanisms of the crisis, describing the fragmentation of the media landscape of the Syrian audience. The system of applied psychological filters is identified and specified; the original and empirically based typology of information consumption strategies by Syrians is described. The role of the Syrian intelligentsia (as creators of cultural narratives destroyed by the war) is explored, the concept of "loss of the right to meaning" is introduced, and the existential crisis of this social group is considered as a consequence of collective trauma. The process of Syrians consuming news is seen not just as an isolated act, but as part of a general process of loss of cultural identity and social community. Media filters are a consequence of the personal, collective, and generational traumatic experiences of Syrians. The authors of the article come to the following conclusions: Syrians' perception of news is very traumatic (protective mechanisms prevail); various media consumption strategies have been formed (psychological protection (29%), emotional attachment (40%), avoidance (31%); trauma is intergenerational and collective in nature; The key practical solution is the formation of a strategic media literacy system necessary for social recovery and building the country's future (integration into school curricula from an early age).

Abstract: The subject of the study is the analysis of the media landscape and the media dependence of francophone African countries on foreign media (2019–2024). The authors of the article consider the impact of the globalization process on the strengthening of neocolonial systems in the media space, including the dominance of French media such as RFI, France 24 and TV5Monde, and their direct role in shaping political discourse, public opinion and cultural identity. The article also analyzes the attempts of francophone African countries to overcome media dependence through citizen journalism and digital technologies. Through the lens of media dependence theory, this study examines how economic pressures, limited public investment, and gaps in technological infrastructure are forcing French-speaking African countries to depend on external sources for both content and infrastructure. Examples from Mali, Niger, and Cameroon illustrate the deepening conflict between the desire for media independence and the practical realities of globalization. Efforts to develop independent local media face challenges such as censorship, insufficient funding, political instability, and lack of professional training. Meanwhile, foreign media continue to benefit from their long-standing influence and technological advantages. The article uses a qualitative interpretative method based on the synthesis of theories of media addiction, postcolonial communication theory and globalization studies to analyze the interaction between French–speaking African countries – Mali, Niger and Cameroon - and international media in the period from 2019 to 2024. The scientific novelty of this study is due to several factors: the current period of sampling research material (2019–2024), since the authors of the article for the first time analyze in detail the latest political changes in the countries under consideration (the ban on French media, the issue of media sovereignty, coups in Niger, Mali); a comprehensive theoretical approach (digital research, postcolonialism and media dependence for research on modern challenges); a look at alternative models (foreign influence, consideration of the potential of digital platforms and citizen journalism); consideration of regional specifics through the prism of different media policy trajectories. The relevance of the article is determined by cultural sovereignty (the dominance of Francophone content and the threat of the disappearance of local languages); the political context (changing geopolitical trajectories and the growth of anti-French sentiments); technological challenges (the contradictory role of digital platforms).

Abstract: This study is devoted to the analysis of the film adaptation of the popular Chinese mythological character Nezha. The authors of the article consider in detail three key components of the film adaptation: technology, narrative, and industry. The subject of the research is the study of ways to adapt Chinese mythological images within the boundaries of international communication and cultural adaptation. The purpose of this study is to develop an effective strategy for audiovisual adaptation of mythological images of Chinese culture, ensuring effective international promotion of the Chinese film industry and strengthening the country's cultural influence in other regions. To achieve the set research goals, the authors of the article put forward the following tasks: conducting a comparative analysis of the adaptation of the mythological image of Nezhi in TV series and movies; assessing the contribution of technology and digital production to the process of cultural transmission; developing a three-stage adaptation model. The research methodology is comprehensive: the study of historical sources to analyze the evolution of Nezha's character and study changes in his interpretations; techno-ethnography (in-depth interviews with animation studio producers) to study innovative technologies and production processes; content analysis (referring to the concept of transmedia narration to assess the effectiveness of the multimedia component and create a cultural identity. The scientific novelty of the research is the development of a new approach to audiovisual adaptation aimed at promoting China's national cultural symbols and improving international communication. The authors of the study come to the following conclusions: films about Nezha are interesting to the international audience (despite the limited resources and different cultural interpretations); modern technologies make it possible to create high-quality products independent of foreign technological capabilities. For an effective international strategy to promote the content in question, the creation of a special industrial ecosystem and a powerful production base with government support is a prerequisite. A prerequisite for promotion is also the development of regional creative clusters and special funds to strengthen the national cultural and aesthetic trajectory and the growth of innovative projects. The authors of the article emphasize that the available research in the field under consideration is still insufficient to fully understand the perception of the content in question by a foreign audience, which poses a number of urgent tasks and promising solutions for researchers.

Abstract: The subject of this study is the analysis of the impact of social media, namely the Bilibili platform on the perception of China (especially by foreign tourists). The authors of the article analyze in detail the comments of users about the image of China to the tourist videos on this resource. The purpose of the study is to identify the main public perceptions of Chinese culture, the processes of modernization of original China, and the country's infrastructure. The article analyzes through thematic modeling the numerous emotional reactions of users of the Bilibili platform, their feedback about the host country, the choice of topics for discussion and their frequency, responses, etc. Key topics for users of the platform include: admiration for China's urban development, high-speed railways and natural landscapes, as well as criticism of its political system and infrastructure. The latent Dirichlet distribution model is used as a research methodology to determine the topic and the Vader sentiment analysis tool to analyze emotional reactions (neutral/negative/positive). The algorithm of the research methodology includes several stages: data collection (about 9 thousand comments), data purification from unnecessary information, modeling, assessment of the quality of the model used and assessment of emotional coloring. The scientific novelty of the research is due to the analysis of data from one of the largest social networks Bilibili, a comprehensive methodology, and the use of digital diplomacy strategies (shaping the country's image through digital communication). The findings of the study indicate a predominantly positive attitude towards China's national image: 60.7% of comments express a positive opinion, 27.9% – neutral and 11.4% – negative. The authors of the article conclude that social media plays an essential role in the process of forming a positive image of China, especially given the enormous popularity of China among foreigners as a tourist destination, a keen interest in the distinctive Chinese culture and at the same time the innovative infrastructure of the country. Undoubtedly, the conducted research has some limitations (one platform, cultural limitations of the user audience, insufficiency in demographic characteristics and in the sample, the potential for systematic error, etc.). At the same time, these factors determine the scientific potential and importance in shaping a larger-scale media image of China among the digital audience of other countries.

Abstract: The subject of this study is deepfake technology. Between 2017 and 2024, deepfake technology has evolved from experimental to an important tool for creating groundbreaking films that transform creativity, production, and audience engagement. Initially, its creative potential was limited due to technical capabilities. However, the development of artificial intelligence and deep fake technology has made it possible to change the age of actors, "resurrect" dead actors, and even create fully synthetic characters. At the same time, ethical issues arose, such as: violation of consent, displacement of jobs (which provoked strikes in Hollywood in 2023-2024). Integration with augmented and virtual reality further blurs the line between fact and fiction, creating the need for regulatory structures. This study argues that while deepfakes do open up new horizons in storytelling and accelerate production, their uncontrolled use can undermine artistic integrity and credibility. The research methodology is comprehensive. The authors apply the method of literature and source analysis, data collection, case analysis. An impact assessment is being conducted (the impact of deep fakes and AI technologies on creativity, the film industry, ethics issues, etc.). The study also uses the method of predicting the future and ethical analysis. The scientific novelty of the article lies in the analysis of the evolutionary trajectory of deepfakes technology, its impact on production and creativity (expanding the creative capabilities of producers and directors), ethical problems (labor conflicts, privacy issues and personal consent), integration of deepfakes with virtual (VR) and the augmented (AR) reality. The authors of the study conclude that it is necessary to develop new regulatory structures to preserve transparency and trust in media content, as well as the need to create a balance between maintaining artistic integrity and technical capabilities in the modern film industry.

Abstract: The subject of this research is the problems of state control over media markets in the post-truth era, with an emphasis on how such control affects public perception and dissemination of information. The object of the study is based on the analysis of two case studies — the "Rat's Head or Duck's Neck" incident and the "Mathematical Genius Jiang Ping" incident. This study highlights the limitations imposed by government oversight on media diversity and pluralism in China. Applying the theory of media ownership, the theory of agenda formation, and the theory of the public sphere, the authors of the study show how state-controlled media limit the diversity of narratives, narrow the scope of public discourse, and shape public perception, ultimately influencing the reliability of information in the context of post-truth. The comprehensive approach in the study allows us to understand how the state controls information flows, the process of prioritization in the public consciousness and the formation of the public sphere in the context of post-truth in China. The research methodology is comprehensive, it includes: case study, data collection methods (statistical analysis and text analysis), application of theoretical foundations (theory of media ownership, theory of the public sphere, theory of agenda formation), comparative analysis. The novelty of this study is explained by the following factors: an integrated approach is applied, the research topic is relevant (a fresh look at the problem in the Chinese context), real-world case analysis, the insufficiency of the previous research base on this issue, the practical significance of the study (the conclusions of the study may be useful for politicians in China who seek to improve public confidence in the state media and make the system of state information and regulation more effective).

Abstract: The subject of this research is the issues of preserving and spreading China's ideological values through the prism of new media. The object of the study is the socialist values conveyed through new media, taking into account the trajectory of changes in China's political and economic life. The article analyzes the role of China's new media in the process of forming and spreading the values of socialism, as well as effective methods of their presentation to the masses. The authors explore the features of the symbiosis of traditional and new media as a way to strengthen national identity and ideological work. The objectives of the research are: to understand ways and means of introducing and consolidating traditional values through new media; to develop effective strategies for spreading socialist values through new media (presentation format, optimal channels of communication and interaction with the audience); to identify shortcomings in old approaches and consider ways to overcome them. The descriptive method, the method of comparative analysis and theoretical analysis used by the authors of the research. The main concepts of new media are considered, and the traditional ones are analyzed. The novelty of the research lies in a comprehensive approach to considering the symbiosis of new and traditional media as a tool for preserving China's traditional ideological values. This will make it possible to create recommendations, evaluate the effectiveness of the proposed measures. The authors of the study come to the following conclusions: the key role of new media in modern society as a tool for spreading China's traditional values remains; new media provide a large audience reach, flexibility and interactivity of the information flow.

Abstract: The rapid development of generative artificial intelligence has allowed humanity to witness significant changes in artificial intelligence technology in terms of capabilities and functionality, and its powerful capacity for self-learning, self-control, and evolution has gradually ushered in a new era of generalized artificial intelligence. At the same time, it also indicates that people will enter into a more complex and risky intellectual system. The gradual and widespread use of generative AI in major media communications opens up great development opportunities for the media sphere, on the one hand, and risky tasks – on the other. The subject of this research is generative artificial intelligence. The object of the research is an in-depth analysis of the risks and management trajectories of generative artificial intelligence in the main media of mass communication. This study used a comprehensive methodology based on the method of literary analysis, observation, as well as the method of forecasting and data comparison. The scientific novelty of the study lies in the fact that the authors analyze the risks associated with generative AI in the mainstream media, namely: data privacy and security, the risk of manipulating public opinion through false information, and the problem of public trust in the media. The authors of the study propose a risk management path in terms of political leadership, regulation and technology, global cooperation and literacy, contributing to the safe, reliable and healthy development of generative AI in the mainstream media. As AI technologies are constantly being transformed, this research is quite promising and makes a scientific contribution to the general analysis and pool of research related to the use of AI in the field of media, risks, danger and ethical issues.

Abstract: The subject of this study is the era of smart media, which will have a significant impact on the news media ecosystem. It will lead to another industrial transformation and change in the news industry. The convergence of traditional and new media is made possible by 5G technology, cloud computing and big data technologies. The COVID-19 pandemic has accelerated the pace of media analytics, digitisation and platformisation. In addition, recent years have seen a surge in the development of artificial intelligence, which has been applied to various fields such as military, healthcare, retirement, etc. The development of ChatGPT has been an important signal of intelligent change in the media industry. The news media industry is undergoing a transformation that is already well underway. The research methodology is comprehensive and includes: descriptive method, comparative data analysis, statistical analysis and content analysis. The novelty of the research is the analysis of intellectual media paradigms in China and Russia. The nature of media interaction between the two countries, as well as the trajectory of global innovative technologies are investigated. Trends related to the development of digitalisation and AI in the following areas are described in detail: digitalisation of operations, news production, development of media platforms and AI technologies, and media content digitalisation processes. A prospective analysis is made of the need for international specialists with both humanitarian and technical competences. The digital and intellectual transformation of news media can take the cooperation between the two countries to a new historical level. In addition, media cooperation between China and Russia can help stabilise the world situation and provide a favourable ecological environment for international media.

Abstract: The study of digital humour and meme culture as a complex phenomenon, given the growing consumption and popularity of memes, especially among digital technology speakers, coupled with the scarcity of scholarly attention and research on this topic in Iran, has become increasingly relevant. This article focuses on the complex interplay between memes, culture and technology. By analysing the integral role of humour in Iranian digital culture, the study aims to explore the nature and functions of Iranian meme culture. The analysis shows that Iranian digital humour and meme culture function as a platform for equal opportunities to laugh, challenge established cultural norms and question prevailing ideologies. The research methodology is based on the reproduction of gender conventions and power hierarchies in Iran through internet memes. The methods applied are: content analysis, distributive and comparative. The study also builds on Bakhtin's concept of "chronotope" in multimodal analysis of memes common among Iranian immigrants. The novelty of the study lies in the fact that it makes a valuable contribution to the field of journalism and media studies, highlighting the importance of understanding the role of humour and memes in shaping public perception and navigating complex ideological landscapes, as well as the ways in which memes can be used to disrupt or alter these dynamics. The results of the analysis of Iranian digital humour and memes show that meme culture functions as a means to combat inequalities in power and status. In addition, the study demonstrated the Iranian population's reinterpretation of the immigrant experience, thereby reaffirming and refining their hybrid identity as transnational Iranians. This process unfolds through the recreation of different spatio-temporal configurations within the meme.

Abstract: Today, recruiting organizations, when selecting potential candidates for vacant positions, emphasize the importance of university graduates having developed communicative and scientific-analytical competencies, which are the main components of "soft skills" for students of the humanities cycle, more conducive to the formation of professionalism than "hard skills", due to the shift in society's priorities towards democratization and humanization socio-psychological principles of performance of official duties within the framework of professions. The purpose of this study is to identify methods and techniques for the formation of scientific, analytical and communicative skills at the international University among students of humanities. Intercultural communication in the context of the educational process, on the one hand, complicates the development of these competencies, on the other hand, requires improving the principles of teaching in the context of cultural dialogues, which determines the formation of the studied skills, taking into account the national and cultural specifics of the studied language and communication of the university where the foreign student is studying. These aspects are a prerequisite for successful integration into a potential professional environment. Research methodology: theoretical analysis of scientific literature on the issue under consideration, content analysis, descriptive and comparative methods. The novelty of the research is due to modern trends in improving the "soft competencies" of representatives of all professions in harmony with the global scientific space through the prism of effective intercultural communication. The results of the study indicate a mutual correlation of scientific, analytical and communicative skills, the synthesis of the main components of which contributes to the formation of metacognitive characteristics of students. It is advisable to form the studied competencies through role-playing games, memes, situational tasks, communicative professionally oriented trainings, the method of active problem-situational analysis ("case-study")

Abstract: The article aims to address the research gap in the field of environmental communication by integrating the advances in emotional influence sciences to understand the mechanisms and pathways via social media by which emotions impact pro-environmental behavior. This research investigates how environmental communication can integrate research's results to design a more effective communication strategy that leads to environmental actions. Hence, the methodology of the article is an exploratory review of previous research on emotion in crisis and environmental communication, particularly on the role of social media and internet memes in promoting pro-environmental behavior through emotions and emotional influence. The findings are organized into three themes. First, we present the theory of emotional influence as a lens that can shed light on the underlying mechanisms in social media that awaken users' sentiments to modify or rectify their environmental behavior as well as entice their engagement in environmental preservation. Next, the main factors affecting emotional contagion in environmental communication are analyzed. Finally, we examine the empirical evidence of pro-environmental communication strategies that were successful under emotional contagion mechanisms. The article concludes that emotional influence by internet memes is a proper strategy, particularly for new generations, in crisis and environmental communication. This research contributes to science by highlighting the significant role of emotional influence and internet memes in environmental communication, emphasizing their potential to influence public attitudes and behaviors towards environmental issues, and providing a comprehensive understanding of how these factors can be leveraged to design effective communication strategies that lead to environmental actions, offering valuable insights for researchers and practitioners in the field of environmental communication and crisis management.

Abstract: The subject of the research is the study of the influence of memes during crises. Internet memes as a communication tool and new media languages are able to create and spread emotions that can promote social cohesion, as well as increase social confidence, which is considered vital during crises. Given the importance of Internet memes as a powerful tool to strengthen social cohesion and trust in difficult times, it is important to give an idea of how memes and emotional contagion can be used in crisis communication. The aim of the study is to provide a more complete understanding of the role of Internet memes, especially during crises such as the COVID-19 pandemic, in emotionally affected Iranian social media users. To achieve this goal, the study used a mixed-method approach, content analysis including COVID-19 memes on Iranian social networks and a quantitative survey using a questionnaire developed by the researchers. The statistical sample of the study consisted of 150 Iranian social media users who were randomly selected. The novelty of the research lies in the study of the function of memes in crisis communication and emotional contagion, especially in the context of Iran. The study expands the boundaries and offers new insights into how memes can be an effective tool to strengthen social cohesion and increase trust in difficult times. The focus of the study on the Iranian context also adds to its novelty, as it provides specific information that is not available in the existing literature. The study provides empirical support to politicians, especially Iranians, in tracking public opinion on critical topics, or in managing collective emotions via the Internet and stimulating and mobilizing public action by individuals. Memes can be used for crisis communication and public participation. The results of the study indicate the widespread use and recognition of memories in Iran during the COVID-19 pandemic, in terms of income tax information for expressing feelings and interest. Emotional contagion through memes is moderate and mostly mental, with respondents believing that memes are more effective, fast, and desirable than other types of messages and posts.