China’s media paradigms: myth heroes as a brand name on the example of china’s lunar program “Chang’e”

The article presents a culturological study of the experience of using traditional images of cultural heroes in creating brands of modern large-scale projects. The study aims to determine the role of cultural traditions in the creation of brand names in the media space of modern China on the example of branding of the Chinese lunar program “Chang’e”. The authors consider the Chinese space programs not in the aspect of scientific and technical achievements, but as a cultural project, thanks to which it was possible to identify the peculiarities of brand name formation of the modern lunar program. The choice of the name of Chang’e Moon Fairy as the brand name of the lunar program is organically embedded in the cultural paradigm of modern China and its media environment and acts as one of the mechanisms for popularising Chinese culture and broadcasting Chinese values within the framework of the One Belt, One Road initiative.