Specifics of Chinese brands promotion in the Belarusian media space: status and prospects

Authors

  • Haoran Sun Belarusian State University, 4 Niezaliezhnasci Avenue, Minsk 220030, Belarus

Keywords:

media content, mass media, Chinese brands, content production, product promotion

Abstract

The specifics of Chinaʼs image formation and promotion of Chinese brands in the Belarusian mass media in the context of the Chinese initiative «One Belt, One Road» have been studied. The research focuses on the newspaper «SB. Belarus Today» for the period from 2021 to 2024. The article presents a theoretical analysis of media content and its impact on the perception of Chinese goods, identifies factors contributing to changing the image of Chinese brands.

Author Biography

  • Haoran Sun , Belarusian State University, 4 Niezaliezhnasci Avenue, Minsk 220030, Belarus

    competitor at the department of communication technologies and public relations, faculty of journalism

References

  1. Веденецкая ИА, Головнев ДС, Давыденко ЕА. Эволюция брендинга в России. Бренд-менеджмент. 2019;2:90–96. EDN: IFANDY.
  2. Юй Минянь, Чжу Цзида, Сяо Цзюньсун. Бренд-коммуникации. Шанхай: Шанхайский транспортный университет; 2016. 16 c.
  3. Ни Цзяоцзяо. Культурные бренды КНР: классификация и характеристики. Россия и Китай: проблемы стратегического взаимодействия. 2017;19:83–87.

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Published

2025-06-24

Issue

No. 1 (2025): Journal of the Belarusian State University. Journalism

Section

Contemporary Media Communications and Communication Technologies

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How to Cite

Specifics of Chinese brands promotion in the Belarusian media space: status and prospects. (2025). Journal of the Belarusian State University. Journalism, 1, 53-58. https://journals.bsu.by/index.php/journalism/article/view/6702