Reviews of Russian viewers on the visual means of Chinese cinema as a reflection of the peculiarities of intercultural communication

The subject of the research is the mechanisms of cross-cultural reception of visual means of Chinese cinema by Russian audiences. The object of the study consists of 89 positive online reviews posted on the influential Russian platform "Kinopoisk," dedicated to Chinese films released between 2014 and 2024. The author examines various aspects of the topic in detail, such as the dual structure of decoding, which combines convergence and differentiation. On one hand, the strategy of convergent decoding is analyzed, within which Russian viewers evaluate the visual-technical aspects of Chinese cinema through the lens of global industrial standards and the "legitimate taste" established by Hollywood. On the other hand, particular attention is given to the strategy of differentiated decoding, where the unique Eastern aesthetics (both in terms of rich national color and minimalist philosophy) become a key factor of appeal, resonating emotionally with the audience and fostering cultural identification. The main research method used was qualitative content analysis. The analytical framework is based on Stuart Hall's theoretical models of "encoding/decoding" and Pierre Bourdieu's "legitimate taste," focused on revealing the mechanisms of convergent and differentiated decoding of visual codes in Chinese cinema. The main findings of the conducted research establish the dual structure of decoding visual codes of Chinese cinema by Russian viewers. The scientific novelty of the research lies in the fact that positive reception is built on a balance of two opposing strategies. On one hand, visual-technical convergence serves as a "universal language," lowering the entry threshold by conforming to global industrial standards. Successfully passing this "technical test" allows for overcoming initial cultural barriers. On the other hand, artistic-aesthetic differentiation acts as a "cultural business card": the unique Eastern aesthetics become a key factor of attractiveness, deepening emotional and aesthetic dialogue. A significant contribution of the author to the study of the topic is the conclusion that this balance between meeting global expectations and demonstrating cultural uniqueness is the key to successful cross-cultural communication of Chinese cinema in the Russian market.