75 Years of Diplomatic Relations Between China and Russia:vThe Media Matrix of Xinhua News Agency and Coverage Features

Fen I ORCID: 0009-0004-0968-0951 Postgraduate Student; Department of Mass Communications; Patrice Lumumba Peoples' Friendship University of Russia 1 Pokryshkina str., Moscow, 119602, Russia 1042238041@pfur.ru

Grabelnikov Alexander Anatol'evich ORCID: 0000-0003-1415-824X Doctor of History Professor; Department of Mass Communications; Patrice Lumumba Peoples' Friendship University of Russia Miklukho-Maklaya str., 6, Moscow, 117198, Russia grabelnikov-aa@rudn.ru

Introduction

The coverage of significant historical events has always been a key area for demonstrating the capabilities of the leading media in the field of communication and innovative practices. Chinese scientist Tang Mei notes that the new media matrix is a diversified distribution complex formed in the Internet era using a multiplatform and multiaccount synchronous management model aimed at organizing and developing information interaction in online communities ^{[9, pp.85-87]}.In today's multi-platform media space, the new media matrix has become a key strategy for optimizing the effectiveness of information dissemination and expanding the reach of the audience by leading media.

Ying Ying adds that multi-platform coordinated promotion is achieved by integrating the resources of various new media platforms, which ensures synchronous publication, interactive interaction and joint promotion of information on several platforms simultaneously ^{[1, pp. 133-135]}. When covering the "75th anniversary of the establishment of diplomatic relations between China and Russia," Xinhua News Agency used a synchronous multi-platform interaction model, in which the official website plays a leading role, and the Douyin, WeChat, and Weibo platforms distributed information in a coordinated manner. This approach demonstrates the advantages of multi-platform collaboration, which allows for both wide coverage of information and meeting diverse audience needs.

Despite the already significant amount of research on the new media matrix, the academic community is mainly focused on the technical characteristics of the platforms and the analysis of individual distribution strategies. However, there is still insufficient research on the interaction of the main content and supporting platforms. Using content analysis, word frequency statistics, and usage analysis, this study examines how the official website of the Xinhua News Agency forms the main narrative framework for covering the 75th anniversary of Sino-Russian diplomatic relations, and also examines the role of a new media matrix in this process. The results obtained can become the basis for further practices of multi-platform interaction between leading media in covering significant events.

The reasons for Xinhua's coverage of the "75th anniversary of the establishment of diplomatic relations between China and Russia"

"The 75th anniversary of the establishment of diplomatic relations between China and Russia" is an event of deep historical and political significance and has important symbolic value both for the two countries and for the international community. In his congratulatory telegram on the occasion of the anniversary, Chinese President Xi Jinping stressed that over the 75 years since the establishment of diplomatic relations, the parties, based on the fundamental interests of the two countries and peoples, and based on a deep analysis of historical experience, have consistently improved and strengthened bilateral relations. Constant good-neighborliness, comprehensive strategic cooperation and mutually beneficial cooperation have become the main characteristics of Sino-Russian relations ^[5].

The Xinhua News Agency is a key center for news and ideological work of the Communist Party of China, the official state news agency of China, and a world—class international agency. It performs the most important function of centralized publication of authoritative news of the Chinese Party and government ^[7].

According to the Agenda-setting theory, the media, by choosing, emphasizing and repeating coverage of certain topics, can influence the audience's attention to these issues and shape the perception of their importance in the public consciousness ^{[4, p. 176-187]}. Xinhua News Agency's coverage of the "75th anniversary of the establishment of diplomatic relations" not only represents this historic event, but also highlights the achievements of bilateral cooperation and prospects for future development. This contributes to shaping public perception of Sino-Russian relations, as well as strengthening public understanding and support for Chinese foreign policy.

In addition, in the context of the fragmentation of the information space and the growing diversity of audience needs, the Xinhua News Agency uses the strategy of a new media matrix to enhance the effectiveness of information dissemination. Due to its high interactivity and social news sharing capabilities, this strategy significantly increases the reach and impact of Xinhua News Agency publications. This makes it possible to ensure a wide response to the coverage of the "75th anniversary of the establishment of diplomatic relations" at the global level and to form an extensive public opinion.

The official website of the Xinhua News Agency, being a key component of the new media matrix, represents the credibility and depth of the content broadcast by the agency. The publications on the official website of the Xinhua News Agency for the period from January 2024 to November 30, 2024 are selected as the research material in this paper. By searching the website's database for the keyword "establishing diplomatic relations between China and Russia", 306 relevant articles were selected.

In news materials, the choice of language resources is not made by chance, but under the influence of value orientations, ideology and media norms. Such a choice of language means not only reflects the theme and content of the text, but also forms the focus of audience perception ^{[10, pp. 34-35]}. In this study, statistics and identification of key topics and main focuses of attention in publications dedicated to the 75th anniversary of the establishment of diplomatic relations between China and Russia were carried out using the frequency analysis method. Using the Counter class of the collections module in Python, the frequency of occurrence of words in texts was calculated, and the results were ordered by frequency of occurrence. As a result, a list of the most frequent words was compiled (Table 1), which demonstrates the main thematic words in publications and their relative importance.

(Table 1)

Frequency analysis revealed the 15 most frequently occurring words in the texts: cooperation, China, Russia, development, parties, states, Xi Jinping, chairman, culture, international, joint, Xinhua, 75, strategy and journalist.

The thematic focus of news publications is a generalization of media attention on key issues and facts. It reflects the problems, interests and connections that the media seek to demonstrate, and allows for a comprehensive presentation of current events and social realities ^{[8, p. 45]}. The method of co-appearance (co-use analysis) As a text analysis tool, it allows you to identify connections between words based on their joint appearance in the same context. This helps to determine the structure of the topic and the main semantic accents of the text. In this study, using the method of analyzing co-occurrence in Python, key word connections were identified in Xinhua news agency publications dedicated to the "75th anniversary of the establishment of diplomatic relations between China and Russia." The main links include cooperation and China, Russia, development, cooperation, strategy, and parties; Xi Jinping and cooperation, Putin and cooperation; culture and international, strategy and global, strategy and the two countries.

As a result of the analysis, it was established:Cooperation as a central theme. Frequency analysis shows that the word "cooperation" is especially common and has close links with "China" and "Russia". This indicates that the Xinhua news agency's publications focus on the in-depth cooperation between the two countries in the political, economic and strategic spheres. The cooperation reflects the essence of Sino-Russian relations and highlights their strategic importance in a global context.

A global approach and strategic cooperation. The high frequency of the words "strategy" and "global" being used together indicates that Sino-Russian cooperation goes beyond bilateral relations and has global strategic importance. The Xinhua News Agency highlights the two countries' cooperation in global governance and international security, highlighting their impact on the global political and economic order.

The credibility of leaders' statements. The words "Xi Jinping" and "Putin" are often found in texts, especially in combination with the word "cooperation." This highlights the central role of the two countries' leaders in promoting Sino-Russian cooperation. The reference to their statements enhances the credibility of the publications and demonstrates the leadership role of the leaders in the strategic development of bilateral relations.

The multidimensionality of Sino-Russian cooperation. In addition to political and strategic cooperation, Xinhua pays attention to cultural exchange and international cooperation. The frequent use of the words "culture" and "international" together reflects the active cooperation between the two countries in the field of culture, education and society. This multidimensional interaction encompasses not only the governmental level, but also civil, academic, and cultural contexts, demonstrating the comprehensive nature of Sino-Russian relations.

Global cooperation and regional influence. The results of the frequency and joint analysis show that Sino-Russian cooperation is global in nature. It is not limited to the bilateral agenda, but also has a profound impact on global politics, economics, and the environment. The Xinhua news agency's publications focus on the leadership role of the two countries in international affairs.

Thus, in covering the "75th anniversary of the establishment of diplomatic relations between China and Russia," the Xinhua News Agency, through frequency and joint analysis, emphasizes: The deep cooperation between the two countries in the political, economic and strategic spheres; the global strategic importance of bilateral relations; The authority of the leadership positions of Xi Jinping and Putin; The multidimensional nature of interaction, including culture and international cooperation withXinhua, using authoritative and strategically verified approaches, enhances the perception of the results of Sino-Russian cooperation and emphasizes their crucial role in the global context.

The new media matrix of the Xinhua News Agency and its features

A media matrix is a concept that arose in the process of media space transformation. Borrowing the idea of a mathematical matrix, a media matrix is an information distribution system based on a vertical time axis and a horizontal spatial axis, where various media platforms are combined to provide multi-channel and comprehensive audience coverage ^{[2, p. 24-26]}. Faced with the fragmentation of information distribution and the diversification of audience needs, leading Chinese media such as the Xinhua News Agency have created a new media matrix. It covers Weibo, WeChat, mobile apps, and short video platforms, including 90 subdivided accounts aimed at meeting the needs of different user groups.

WeChat has become WeChat's key platform in the work of state-owned new media since the concept of "dual synergy of Weibo and WeChat" was put forward in 2014 ^{[3, pp. 20-26]}. With the development of short video platforms, leading media have adapted their narrative approaches to the new conditions. According to QuestMobile data for June 2024, Douyin occupies a leading position in the market of short video platforms with 7.8 billion monthly active users, significantly ahead of competitors such as Kuaishou and Xigua Video ^[6]. In this paper, taking into account the specifics of the platforms, audience characteristics and distribution efficiency, the Xinhua news agency accounts on Weibo, WeChat and Douyin were selected for analysis in the context of coverage of the 75th anniversary of the establishment of diplomatic relations between China and Russia.

By searching for content on the topic "establishing diplomatic relations between China and Russia" on the Xinhua News Agency's Weibo, WeChat and Douyin platforms, 28 relevant data was collected from January 1 to November 30, 2024.

1. The meeting between Xi Jinping and Putin as a central event in the coverage of Sino-Russian relations. Statistics show that compared to October 2, when the 75th anniversary of the establishment of diplomatic relations between China and Russia was celebrated, Xinhua news agency publications on various platforms paid more attention to the meetings between Xi Jinping and Putin. In particular, the focus was on Putin's visit to China on May 16, 2024 and the BRICS summit in Kazan on October 22, 2024. These diplomatic events became the key topics of publications highlighting the main issues of the negotiations, joint statements and prospects for future cooperation. Through the platforms Weibo, WeChat and Douyin, Xinhua News Agency demonstrated the symbolic importance of the interaction between the leaders of the two countries, emphasizing their strategic partnership and common goals of international cooperation.

2. China as the central focus of the news narrative: Xi Jinping is a key figure. The Xinhua news agency's publications reflect the China-centered structure of the news narrative, in which Xi Jinping is a key figure. The reports focus on the diplomatic interaction between Xi Jinping and Putin, emphasizing China's important role in global affairs and its responsibility as a great power. The publications cover Xi Jinping's speeches, key topics of negotiations and joint statements in detail, which demonstrates China's active participation in promoting world peace and development. This approach strengthens China's international influence and underscores Xi Jinping's leadership role in Sino-Russian relations.

3. Differences in accents and styles of publications on different platforms. Douyin: Short videos and emotional presentation. The Douyin platform uses short videos (up to 1 minute) for dynamic event coverage. On October 2, the main focus was on the official and historical significance of the date, while other materials, through video clips of Xi Jinping's speeches, emphasized the friendly relations between the leaders of the two countries and strengthened the emotional connection with the audience. However, due to the format of short videos, the content remains fragmented and superficial, without deep analysis. WeChat: Depth and credibility. The WeChat platform focuses on deep analytical publications in the form of detailed reports, full texts of statements and political comments. The publications cover meetings between Xi Jinping and Putin, joint statements, and prospects for cooperation, using text, video, and audio to provide comprehensive information. This provides a comprehensive and authoritative analysis of events.Weibo: Efficiency and information orientation. Weibo focuses on the rapid dissemination of key news in concise text and visual form. Topics include the leaders' meetings, October 2, and the BRICS summit. Publications with "latest news" graphics enhance the sense of efficiency and reliability, but the format remains concise and superficial.

4. Advantages and limitations of the new Xinhua media matrix. Xinhua News Agency effectively uses the new media matrix, combining the advantages of various platforms to reach a wide audience: WeChat provides in-depth and authoritative analysis; Weibo focuses on fast information transmission and prompt response; Douyin strengthens emotional connection with the audience through visual content.

Content uniformity: The repetition of similar materials on different platforms reduces the uniqueness and novelty of the information. Content fragmentation: Weibo and Douyin offer a simplified format that is limited in depth and detail, which may not meet the needs of an audience seeking complete analysis. Limitations of the platforms: Douyin is focused on visual presentation, without reflecting the political context; Weibo, despite its speed, does not provide a multidimensional analysis of events.

The Xinhua News Agency's publications on the 75th anniversary of the establishment of Sino-Russian diplomatic relations effectively use the new media matrix, combining depth, speed and emotional engagement on different platforms. However, the problems of content fragmentation, repeatability, and platform limitations require further improvement to ensure a deeper and more multifaceted presentation of information.

conclusion

Xinhua relies on the official website as a key platform for publishing authoritative content, and uses new media such as Weibo, WeChat, and Douyin to create a "leading platform and supporting coordination" distribution structure that demonstrates the systemic advantages of leading media in covering significant historical events. In this context, the 75th anniversary of the establishment of diplomatic relations between China and Russia, being an event with deep historical significance and international influence, has become the central topic of publications. Special attention was paid to the interaction between the leaders of the two countries and the results of bilateral cooperation, which once again emphasized the strategic nature of Sino-Russian relations and their global impact.

Unlike simple copying of content on different platforms, the media matrix of the Xinhua News Agency, responding to the challenges of fragmentation of the information space and diversification of audience requests, implements a multidimensional content presentation and its differentiated presentation. However, despite the differences in emphasis on responsiveness, depth of content, and interactivity, problems of content uniformity and fragmentation persist, which poses new challenges for leading media outlets to integrate and optimize content.

Thanks to the new media matrix, the Xinhua News Agency, as part of its coverage of the "75th anniversary of Sino-Russian diplomatic relations", not only achieved wide audience coverage and accurate information transmission, but also effectively conveyed the important symbolic significance of this event. The publications highlighted the comprehensive deepening of Sino-Russian relations in the political, economic and cultural spheres, as well as the prospects for their further development. This experience not only demonstrates the innovative approaches of the leading media to the dissemination of information in a new era, but also strengthens the strategic importance of Sino-Russian cooperation on the world stage. In the future, overcoming information fragmentation, deepening content, and providing multidimensional analytical perspectives in a multi-platform interaction environment will be a key focus for optimizing the media matrix.