Representation of China's National Identity in Russian Travel Blogs

Pan Shuwen PhD in Art History Postgraduate student; Faculty of Arts; Lomonosov Moscow State University 119991, Russia, Moscow, Leninskie Gory str., 1 kellykeepgo@163.com

Introduction

In the context of digitalization and the expansion of the blogosphere, travel blogs have become not only a means of conveying personal travel experiences, but also an important mediator of cultural communication, forming ideas about different countries.^[1] China, possessing a unique historical and cultural heritage and acting as one of the key actors in the global economy, inevitably becomes the object of attention of international media resources, including the blogosphere. However, the nature of its representation in Russian travel blogs requires a deeper analysis from the point of view of cultural studies, since travel content plays a significant role in shaping images of other countries broadcast to the mass audience. Unlike traditional media, travel blogs convey informal and subjective interpretations of China's national identity, which makes them an important object of research in the field of culture and intercultural communication.

The present study is aimed at studying the features of the representation of China's national identity in Russian travel blogs published on such popular digital platforms as YouTube, Instagram, etc. The main focus is on the analysis of cultural codes, symbols, narrative strategies and audiovisual elements used by travel bloggers to construct the image of China. It is important to identify which aspects of Chinese culture are emphasized in travel content, how bloggers interpret China's national identity, and what discursive strategies they use to represent it.

The methodological basis of the research is an interdisciplinary approach combining cultural and media analysis methods. Content analysis of blogs is used, aimed at identifying key themes, representative images and symbols, as well as discourse analysis, which allows us to study the narrative features of travel content. Visual and semiotic analysis of photographs and videos provides an opportunity to explore which elements of Chinese culture are broadcast by bloggers and how they are perceived by the audience.

The empirical basis of the study includes an analysis of travel content posted on YouTube, Instagram, etc., which allows us to cover various formats of media representation of China - from video reports and documentaries to visually oriented posts and user discussions. Blogs with a significant number of subscribers and dedicated to travel to China were selected to form the sample, including Anton Ptushkin^[2], Ilya Varlamov^[3], Denis Vasiliev (DenvasTV)^[4], Georgiev Travel^[5] and Sergey Dolya^[6]. These bloggers broadcast diverse images of China, which makes their content representative for analyzing strategies for constructing the country's national identity.

The scientific novelty of the research lies in the comprehensive analysis of travel blogs as an independent media space that forms the image of China in Russian culture. Unlike traditional studies devoted to the study of China's representation in official media, this work considers the blogosphere as a unique dynamic space where ideas about the country are formed in interactive interaction between bloggers and their audience. The study allows us to identify which cultural aspects of China are most actively broadcast in travel content, as well as which narrative mechanisms are used to represent them.

Theoretical aspects of the representation of national identity in the media space

National identity is a complex phenomenon that includes a set of cultural, historical, linguistic and social elements that determine the self-perception of a nation and its representation in the eyes of other cultures.^[7] In cultural studies, national identity is understood as a dynamic system formed under the influence of internal and external factors, including collective memory, cultural traditions, language, symbols and media space.^[8] One of the key aspects of national identity is its representation in the media, since it is through visual and textual images that national culture is transmitted to an external audience.

The formation of a national image in the media space takes place through linguistic and non-linguistic means.^[9] Cultural markers such as architectural monuments, national costumes, traditional rituals and gastronomy become symbols of national identity and are used in both official and informal media. In travel blogs, where the subjective perception of the country is combined with visual content, national identity is constructed not only through the description of attractions, but also through the personal impressions of the authors, their interpretation of cultural codes, as well as their interaction with local residents.

Scientific research shows that national identity is not static, but is changing under the influence of intercultural contacts and globalization processes. As Lyapun notes ^[10], in Russian travel texts the image of the East is often presented in a simplified and stereotypical form, however, in travel blogs there is a tendency to more diverse interpretations. This highlights the importance of studying travel content as a source of representation of national identity in dynamic cultural interactions.

Travel blogs are one of the most popular and dynamic forms of digital content in which the representation of national identity is carried out through the personal narrative of the author, visual content and interactive interaction with the audience. Unlike traditional media, travel blogs are characterized by subjectivity, an informal style of presentation, and flexibility in choosing topics.

Modern travel blogs hosted on platforms such as YouTube and Instagram are multimodal media products that include text descriptions, photos, videos, as well as interactive elements in the form of comments and audience reactions. This structure allows bloggers not only to talk about their travels, but also to actively shape the perception of cultural sites through individual interpretation. Studies by Shkuropat and Gerasimenko ^[11] have shown that travel bloggers, describing their trips, often either confirm widespread stereotypes about countries, or, on the contrary, destroy them by offering a new interpretation.

A special feature of travel blogs is their ability to create so-called "authentic images" of the country based on the personal experiences of bloggers. Unlike official travel guides, travel blogs offer a more "humane" and subjective view of culture, thereby having a significant impact on the perception of national identity by their subscribers. A study by Egorova and Lukina ^[12] on the representation of Russia in Korean travel blogs showed that national images are constructed not only through visual elements, but also through linguistic means, such as the use of local words and phrases, which contributes to a better perception of the culture of the audience.

In relation to Chinese national identity, travel blogs can act both as a mediator of the authentic image of the country and as a translator of stereotypical ideas. As noted by Nesterova and Sabayeva ^[13], the image of China in Russian social networks is formed mainly through the prism of pop culture, but travel blogs can offer a deeper look, highlighting traditional and modern aspects of Chinese culture through the prism of personal experience.

One of the key factors determining the impact of travel blogs on cultural representations is their interactivity. Unlike traditional media, the blogosphere offers the audience the opportunity to directly participate in narrative formation through comments, discussions, and personal reactions. This means that the representation of China's national identity in Russian travel blogs is not only the result of the author's interpretation, but also of the collective perception that develops in the process of interaction between bloggers and their subscribers.

Thus, travel blogs have a significant impact on the representation of China's national identity in the Russian media space, offering more personalized and multi-layered interpretations of Chinese culture. However, this aspect remains insufficiently studied in modern scientific works. Unlike studies on the image of China in official media or on social media, travel blogs as a phenomenon of cultural communication require further study. It is this gap that the present study fills by conducting a systematic analysis of Chinese national identity in Russian travel blogs and identifying the key mechanisms of its representation.

An empirical analysis of China's representation in Russian travel blogs

The study of the representation of China's national identity in Russian travel blogs is based on an analysis of the content of popular bloggers on YouTube, Instagram, etc. These platforms act as the main spaces for forming mass representations of China, combining video content, visual images and text descriptions, which makes them key tools for constructing and translating cultural meanings. Through their content, Russian travel bloggers form an image of China that combines the country's national identity through its traditional and modern aspects, as well as through elements of exoticism that can both strengthen stereotypes and destroy them.

Bloggers who are popular among the Russian audience and have a significant influence on their perception of China were selected for the study. Among them are Anton Ptushkin, whose travel documentaries present a deeply researched visual and narrative analysis of the country's cultural characteristics, Ilya Varlamov, who specializes in urban reporting, revealing China from the point of view of its urban development, and Denis Vasiliev (DenvasTV), whose content is devoted to everyday life in China. The travel blog Georgiev Travel, focused on the island of Hainan, focuses on the practical aspect of travel, and publications in the Pikabu community^[14] demonstrate user stereotypical ideas about China. Thus, the analyzed blogs represent different vectors of representation of China's national identity: historical and cultural heritage, technological modernization and exoticism.

Russian travel bloggers widely use China's national cultural symbols to create a visual and textual narrative about the country. One of the dominant images in blogs is the traditional culture of China, represented through history, gastronomy, and art. For example, Anton Ptushkin showed the Chinese New Year in one of his YouTube releases, capturing traditional rituals, dragon and lion dances, and the festive atmosphere of Chinese streets, which emphasizes the importance of national traditions in shaping Chinese identity. This story, filled with visual and sound elements, creates for the Russian audience an idea of China as a country with deep cultural roots and a strong ritual tradition. Georgy Pavlov, in his blog Georgiev Travel, focuses on Chinese gastronomy, highlighting the traditional dishes of Hainan Island, which forms the culinary identity of China as one of the key components of the national cultural code. Through such reports, China is being represented as a country with a rich heritage, where traditions are not only preserved, but also actively integrated into modern life.

Along with the traditional identity, travel blogs are actively shaping the image of China as a state of advanced technology and innovative development. Ilya Varlamov's videos demonstrate the urban transformation of Chinese cities, the high pace of their development and the introduction of digital technologies. In his video "China: A surveillance country?" he analyzes social rating systems, mass video surveillance and automated city management, emphasizing that modern China is perceived as a digital superpower at the forefront of technological progress. Visually, this image is enhanced by panoramic shots of nighttime megacities, neon advertising screens, and modern transportation networks. Denis Vasiliev, on the contrary, shows a more everyday side of digitalization, talking about the widespread use of mobile payments, robotic cafes and online services, which confirms the perception of China as a country where innovation is inextricably linked to everyday life. Thus, travel blogs reinforce the image of China in the Russian media space not only as a historical civilization, but also as a global center of the technological future.

However, along with the objective representation of China through culture and technology, elements of exoticism and stereotyping are widespread in travel blogs. Entertainment travel releases often use images of strangeness, mystery, and sensationalism, creating a sense of cultural distancing among viewers. Anton Ptushkin, trying fried tarantula in one of his releases, reinforces the stereotypical image of China as a country of exotic traditions and unusual cuisine, which is a common media method of attracting audience attention. Discussions among users of the Pikabu platform confirm that a significant part of the Russian audience perceives China through the prism of stereotypes related to gastronomic and social differences. This aspect of China's representation in Russian travel blogs demonstrates that, despite the growing interest in culture and technology, the image of China in the mass consciousness is still largely exotic.

A lexical analysis of travel blogs has confirmed the main trends in the representation of China's national identity, revealing the most commonly used words that structure perceptions of the country in the Russian media space. Based on the analysis of travel blog texts, a keyword ranking was compiled, the frequency of which is shown in the diagram below.

Figure 1. Frequency of keyword usage in travel blogs about China

Source: Created by the author

As can be seen from the diagram, the most frequent terms are those related to the traditional culture of China: "tradition" (120 mentions), "history" (95), "gastronomy" (110), "urbanization" (55). This indicates that travel bloggers are actively using China's cultural heritage as one of the central elements of the country's national identity. Historical sights, traditional holidays, architectural monuments and culinary traditions often become the main topics of travel content, which forms the image of China in the mass consciousness as a civilization with a deep history and a unique cultural code.

At the same time, the significant presence of the words "technology" (90), "innovation" (60), and "development" (80) indicates that modern China is perceived not only as a country with a rich past, but also as a dynamically developing state actively implementing digital technologies and urban innovations. Reports such as Ilya Varlamov's documentary videos about Chinese megacities and their technological features reinforce this image, emphasizing modernization, innovation, and high-level infrastructure development. Thus, travel content contributes to the creation of a balanced representation of China, where tradition and innovation coexist in a single discourse of national identity.

However, one cannot ignore the significant presence in travel content of words such as "exotic" (70) and "tourism" (100), which are more common in entertainment blogs and emphasize the image of China as a country that attracts attention with unusual cultural phenomena. The use of these terms indicates elements of exoticism, which, on the one hand, increase tourist interest in China, but, on the other hand, can contribute to the spread of stereotypical ideas. For example, in Anton Ptushkin's video, where he tastes a fried tarantula, the viewer is confronted with images of China as a "country of exotic traditions," which heats up the audience's interest, but also reinforces the perception of the country through the prism of cultural "otherness."

Thus, travel bloggers form a diverse image of China, in which elements of traditional heritage, modern technological breakthrough and exotic features coexist. This media discourse reflects both the authentic features of Chinese national identity and the existing Western ideas about the country based on exoticism. The representation of China in travel content is becoming dynamic, ranging from analytical reviews that delve deeply into the cultural context to entertainment narratives that focus on unusual aspects of Chinese everyday life.

Visual analysis of travel content has shown that bloggers actively use iconic images of China, forming its visual identity in the Russian media space. Among the most common visual markers are historical sites such as the Great Wall of China, the Forbidden City, temples and pagodas, which symbolize the ancient heritage of China and its traditional culture. These images are widely featured in Anton Ptushkin and Georgy Pavlov's travel videos, which showcase China's tourist attractions through spectacular panoramic shots and detailed shots of architectural monuments. Such visual elements contribute to strengthening the idea of China as a country with a deep historical memory, which is especially important in the context of representing national identity.

At the same time, travel bloggers are actively broadcasting the image of China as a technologically advanced power, using footage of skyscrapers, digital screens, high-speed trains and video surveillance systems in their materials. Ilya Varlamov's videos on the urban development of Chinese cities highlight the dynamics of China's modernization, focusing on architectural contrasts, infrastructural achievements, and the digitalization of public life. His shots are often made in a minimalistic style, using cool shades and geometrically adjusted frames, which emphasizes the strict and functional aesthetics of modern Chinese megacities.

The gastronomic identity of China plays an equally important role in the visual discourse of travel blogs. Shots of street markets, traditional dishes and cooking processes occupy a significant place in the travel content, creating the effect of total immersion in culture for the viewer. Georgy Pavlov, in his blog Georgiev Travel, focuses on the warm shades and lively details of traditional cuisine, which forms an associative image of China as a country with a distinctive gastronomy. However, travel bloggers also often use gastronomic scenes to create an exotic effect, demonstrating the tasting of unusual dishes such as fried tarantula in Anton Ptushkin's issue. This technique makes the content more entertaining and attractive to the audience, but at the same time enhances the elements of exoticism and cultural distancing, consolidating the idea of China as a country that is very different from Western cultural norms.

Videos on YouTube and Instagram include drone footage, panoramic views of cities, and close-ups of food, which enhances the presence effect and engages the viewer in a visual exploration of China. Thus, travel blogs become not only a source of information, but also an important tool for the visual construction of Chinese national identity. Depending on the accents placed by bloggers, the image of China in travel content can range from traditional and historical to futuristic and technological, from deeply immersed in local culture to exotic and sensational. Collectively, this multi-layered approach to visual representation forms a complex and ambiguous perception of China in the Russian media space, reflecting not only the country's characteristics, but also the cultural filters through which the Russian audience perceives Chinese identity.

In addition to the content analysis of travel videos and publications, the study includes an analysis of user comments posted under videos and posts, which allowed us to assess the reaction of the Russian audience to the images of China presented. A study of the comments showed that the perception of China by viewers of travel blogs varies depending on the narrative presented and the subject of the content. Videos dedicated to traditional Chinese culture, such as publications about the Chinese New Year or family traditions, generally elicit a positive response. The comments under these videos often contain admiration for Chinese customs, emphasize the richness of cultural heritage and draw parallels with Russian traditions, helping to shape the image of China as a country with a deep history and strong family values. For example, in discussions under Sergey Dolya's posts about Chinese family traditions, users note respect for elders and teamwork as key features of Chinese culture that resonate with the Russian audience.

In turn, the content related to China's technological development is causing mixed reactions. In the comments to Varlamov's video about video surveillance systems and digital governance of society, there are both positive assessments of the effectiveness of the Chinese model and expressed concerns about possible restrictions on personal freedom. Some users admire the scale of China's urban development, comparing it to Western countries and Russia, while others view technological progress through the prism of political control. This demonstrates that travel content related to modern China forms a discussion where the image of the country is perceived ambiguously, and its interpretation depends on viewers' subjective perceptions of the role of technology in society.

Of particular interest are the comments to the travel content, which contains elements of exoticism and sensationalism. Under the video, where bloggers try exotic dishes such as fried tarantula, a significant part of the audience reacts through the prism of stereotypes, describing China as an "unusual", "alien" or "exotic" country. In discussions on Pikabu, users often emphasize gastronomic and everyday differences, which creates a distanced perception of Chinese culture. However, some of the audience, on the contrary, expresses interest in Chinese cuisine, perceiving it as one of the key elements of the country's national identity.

As a result, an analysis of Russian travel blogs shows that China's national identity is presented in them as a combination of tradition and modernity, uniqueness and globalization, exoticism and everyday life. Travel content creates a multi-layered image of China for the Russian audience, in which historical heritage is juxtaposed with advanced technologies, and traditional cultural practices are perceived through the prism of tourist interest. However, along with the objective characteristics, travel blogs continue to reproduce elements of exoticism, which indicates the existing discursive strategies for constructing the image of China in the Russian media space.

An analysis of the comments on travel content confirms that travel blogs not only broadcast certain images of China, but also contribute to the formation of a public discourse in which these images are interpreted, approved or criticized. Audience reactions to travel videos vary depending on the narrative presented: in the case of traditional culture and historical heritage, comments more often express admiration and a desire for intercultural understanding, while videos that focus on technological development are dominated by disagreements and contradictory assessments. In content containing elements of exoticism, audience reactions are often based on reinforcing stereotypes and cultural distancing, which highlights the ambivalence of China's perception.

In general, travel blogs play a dual role: on the one hand, they contribute to strengthening intercultural understanding, revealing the versatility of Chinese national identity, on the other hand, they continue to reproduce elements of exoticism, consolidating the idea of China as an "unusual" and "different" space. This highlights the complexity of the process of perceiving China through travel content and the importance of analyzing it in the context of modern digital culture, where media images not only reflect reality, but also actively shape its interpretation in the minds of viewers.

Conclusion

The results of the study confirm that travel blogs play a significant role in shaping the representation of China's national identity among the Russian audience. Analysis of content on YouTube, Instagram, etc. has shown that travel bloggers create a multi-layered image of China, including traditional, modern and exotic aspects. Their materials not only inform viewers, but also actively influence the public perception of the country, setting certain narratives that can both expand cultural understanding and support existing stereotypes.

The main findings of the study show that travel blogs broadcast three key images of China: a country with a rich historical and cultural heritage, a technological power and an exotic eastern world. These representational strategies shape the perception of China in the mass consciousness, combining elements of tradition and modernization, local identity and global development. However, the data also suggests that the perception of these images is not uniform and largely depends on the reactions of the audience.

The inclusion of user comment analysis in the study revealed that travel content not only conveys certain ideas about China, but also forms a public discourse in which viewers interpret, confirm, or criticize the proposed narratives. Videos dedicated to the traditional culture of China generally evoke a positive response, as viewers express their admiration for the country's rich cultural heritage. Content related to technological development provokes more contradictory reactions, including both admiration for the high pace of modernization and concern about digital control issues. In turn, travel videos containing elements of exoticism most often cause polarization of opinions: part of the audience perceives exoticism as an attractive tourist aspect, while another part focuses on cultural differences, which can contribute to the consolidation of stereotypes.

Thus, the influence of travel blogs goes beyond travel content and covers broader aspects of cultural communication. They promote the popularization of Chinese culture and the destruction of outdated ideas, but at the same time they continue to reproduce elements of exoticism, especially in the context of sensational and entertaining content. An analysis of user comments has shown that travel blogs not only broadcast certain images of China, but also involve viewers in the process of discussing them, forming a complex and dynamic discourse about Chinese identity in the Russian media space.

The prospects for further research on this topic include a detailed study of how travel blogs influence public and political discourses, as well as an analysis of the mechanisms of perception of Chinese identity through digital media. It is especially important to consider the interaction of travel blogs with other forms of mass media, such as news and documentaries, as well as to explore the influence of viewer comments on the formation of new discursive practices. In addition, a comparative analysis of the representation of China in Russian-speaking and English-speaking travel content will reveal possible differences in the interpretation of Chinese identity in different cultural environments.