I. YAKOVLEV CHUVASH STATE PEDAGOGICAL UNIVERSITY BULLETIN

social networks, traditional culture, China, Chinese Internet, image, Chinese culture, promotion, formation, Patriotism, world arena

The characteristics of Chinese traditions and values are currently being studied by specialists in various fields around the world. The reason for this is that in most countries, due to the active use of the Internet, society has undergone a transformation. Experience shows that social networks have a direct impact on the formation of cultural values of young people. The subject of this study is the role of social media in promoting traditional Chinese norms and cultural values. The choice of the subject and topic of the study is justified by the relevance of studying the issue in connection with the increasing role of China on the world stage and the increasing popularity of culture, which has been preserved since ancient times, despite all the changes in the outside world. The purpose of the work is to determine the degree of influence of social networks on the dissemination of Chinese traditional culture and values.  Research methods include theoretical: analysis, synthesis and generalization; empirical: practical analysis. Sociocultural and comparative approaches were used to conduct the research. As a result, the works of various domestic and foreign experts were analyzed, which made it possible to identify ways to spread the country’s traditional culture on social networks. It is revealed that existing works consider the spread of traditional culture through social networks either within the country or abroad. The novelty of the research lies in the generalization of information and the disclosure of the comprehensive impact of social networks on the spread of traditional Chinese culture.

Zhao Yining – Post-graduate Student, Department of Mass Communication, Patrice Lumumba Peoples’ Friendship University of Russia, Moscow, Russia, https://orcid.org/0009-0008-6423-59809, 1042248169@pfur.ru