The Dissemination of Xianxia Genre and Its Impact on China’s Country Image among Russian Speaking Audience in XXI Century

The topic of this study is to analyze the dissemination of the Xianxia genre and its impact on the perception of China among Russian-speaking audiences. The aim of this research is to explore the appeal of the Xianxia genre, a fantasy genre originated in China, and understand its contribution to shaping the image of China among Russian-speaking consumers. The research methodology involves both quantitative and qualitative approaches. It involves analyzing an online survey by interviewing 405 people of various ages and backgrounds who have consumed Xianxia content in order to gain insights on their experience and perception of China as a result. The study found that the Xianxia genre has successfully introduced Chinese culture and its rich historical heritage to Russian-speaking audiences, promoting a positive image of China and increasing their interest in learning new language and exploring Chinese history and culture. However, for some consumers, the genre led to an appreciation of Chinese culture, but they still have a neutral or negative perception of China due to political factors. The study concludes that while the Xianxia genre has the ability to increase the interest and appreciation of Chinese culture among Russian-speaking audiences, there are still factors that affect their overall perception of China. As a result, the research highlights the complex relationship between consumption and perception of the country by foreign audiences, allowing for future studies to further explore the nuances of Chinese soft power and its impact on global audiences.