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
Journal: Neophilology
Year: 2025

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 platfo