Investigation and Analysis on the International Communication Capability of Xinhuanet Russian Version (in Chin.)

Xinhuanet is a portal of Xinhua News Agency, which is also the most globally influential Chinese website in China. Its Russian version publishes information about China, especially today's China to Russian speakers around the world, provides a window and bridge function in transmitting China's voice, promoting mutual understanding and people-to-people ties. Investigation and analysis of ИА Синьхуа in the Russian-speaking world propagation status, can understand its capabilities and validity of international communication, and also provide reference and experience for relevant media. The key to realizing the capability of news communication is to integrate propagation breadth and validity properly. This survey, is divided into two levels of propagation quantity surveys and propagation values, with data information based on Factiva-Global News Monitoring & Search Engine | DOW Jones, the world's largest digital news database. Starting with six representative keywords about China, this survey investigated the release of relevant content on ИА Синьхуа in the last ten years. The results of the survey showed that, the average display rate in the ИА Синьхуа headlines is 20% of the whole network, which has enhanced the display degree of China on the Internet and achieved the effective coverage of information in a certain extent. Through the comparison and linear regression analysis of the word cloud of high-frequency words with relevant thematic texts in foreign media, it is proved that the frequency of high frequency words in ИА Синьхуа has a significant positive impact on the related values of foreign websites, and the dissemination of which is actively effective. The survey also reflects that there is a problem and deficiency in ИА Синьхуа in terms of international communication, which are mainly reflected in the lack of total volume and continuity of headline dissemination and the difference in focus with foreign media. As an important window for the CIS countries to understand China, ИА Синьхуа needs to further improve the total text volume, especially pay attention to the head- lines design of the text, to make it more in line with the online audience's reading habits. At the same time, in order to continuously improve the external communication power and influence from many aspects such as scale and effect, and continue to provide high-quality information about China for the Russian-speaking world, it is necessary to take into account the information needs and receptive psychology of the audience.

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