International journalism as an element of cultural diplomacy in People's Republic of China

The purpose of this work is to identify editorial strategies and formats for using China's international journalism as an element of cultural diplomacy from 2023 to 2025. The article used such scientific research methods as a conceptual analysis of the theory of cultural diplomacy, quantitative content analysis, critical discourse analysis by N. Fairclough, as well as the method of stratified sampling of empirical materials from the English-language platforms CGTN, China Daily and Xinhua. The authors of the article argue that Chinese international media do not function as direct propaganda channels, but as a flexible cultural and diplomatic mechanism, that indirectly translates national codes through their "packaging" into neutral and positive formats: entertainment industries, educational programs and technology projects. The empirical analysis demonstrates the regional differentiation of discursive approaches: In different regional contexts, communication strategies can emphasize different aspects. For example, narratives of dialogue, peer interaction, and personal experience are often more relevant to audiences in Russia and Central Asia. In Western countries (Europe and the USA), communications often focus on innovation, market results, and external validation. In a number of African countries, the emphasis on investment and technological opportunities of international partners, including China, may be a significant factor. However, these differences are generalizations and can vary significantly within each audience. At the same time, the authors systematize the key limitations of the effectiveness of this model: a structural crisis of trust in the Western media space, algorithmic barriers to platform distribution, difficulties in semantic adaptation of value concepts, and growing geopolitical polarization. The theoretical and practical significance of the research lies in the development of an analytical matrix for the systematic study of media participation in cultural diplomacy, as well as in substantiating the need for China's transition from an "institutional" to a "network" format of cultural diplomacy.