EMOTIONAL AND ASSESSMENT COMPONENT IN THE LANGUAGE IMAGE OF ARTIFICIAL INTELLIGENCE IN THE RUSSIAN AND CHINESE MEDIA SPACE

Abstract

Artificial intelligence has ceased to be a technology of the future and has now permeated all spheres of society. Consequently, the topic of artificial intelligence is increasingly coming under the close scrutiny of the media. However, behind seemingly similar headlines in Russian media discourse, there lie important distinctive features in how the topic is presented. The empirical basis for this study consisted of 30 headlines from Russian media outlets. The results revealed that the Russian discourse is characterized by a pragmatic adaptation to existing challenges. The topic of integration into alternative international structures, such as BRICS and alliances with China and Belarus, takes center stage in Russian media discourse. An analysis of emotionally-evaluative language (e.g., "helps," "more effective," "threat") demonstrates its pragmatic focus and a distinct undertone of concern. As a result, a complex image of artificial intelligence is formed: on the one hand, it is a serious external challenge, and on the other, it is a key tool for modernization, solving domestic problems, and strengthening positions within friendly strategic alliances. In contrast, Chinese media discourse frames artificial intelligence as a strategic national project aimed at consolidating the country's position as a global technology leader, which emphasizes a unique "Chinese approach" to the development of this technology.

Extended Abstract

This study conducts a comparative linguistic analysis of the emotional and evaluative component within the media representation of Artificial Intelligence (AI) in the Russian and Chinese information spaces. The empirical basis consists of thirty headlines from each national media sphere, collected via Google News and Baidu News in October 2025. The material is systematized into four core thematic blocks: Risks and Ethical Dilemmas; Economy and Business; Education and Talent Support; and State Governance and International Cooperation.

A central finding is the structural parallel in both discourses, organized around identical thematic blocks and dominated by neutral-to-positive connotations. Artificial intelligence is represented primarily as a pragmatic tool for solving practical tasks, with an acknowledged necessity for careful regulation. However, a deeper analysis reveals significant divergences that reflect specific national narratives and strategic priorities, expressed through distinct emotional and evaluative language.

The Russian media discourse is characterized by a pragmatic adaptation to existing challenges. The narrative accentuates solving internal tasks—such as regional experience, education for schoolchildren, and business efficiency—and integration into alternative international structures, notably BRICS and alliances with China and Belarus. An analysis of the emotional-evaluative lexicon demonstrates its practical focus and a distinct undertone of concern. This is evident in the lexical opposition between the "human" ("live employees," "real person," "experts") and the "artificial," alongside vocabulary such as "helps," "more effective," "threat," "horror," and "complained." The resulting image of AI is complex and dual: it is simultaneously a serious external challenge and a key tool for modernization, solving domestic problems, and strengthening positions within friendly strategic alliances.

In contrast, the Chinese media discourse frames artificial intelligence unequivocally as a strategic national project aimed at consolidating the country's position as a global technological leader. The emphasis shifts from adaptation to proactive shaping, positioning China as a creator of norms and a provider of a "Chinese solution" for global governance, exemplified by phrases like "‘AI+’ at the UN level" and "global management of AI." This discourse employs distinctive ideologically coloured lexis, such as "high-quality development," "global mutual benefit," and "intelligent good," which underscores the unique "Chinese path" or "Chinese specificity" in developing this technology.

In conclusion, while both Russian and Chinese media approach AI with a regulatory and instrumental perspective, their linguistic images serve different national narratives. The Russian discourse reflects a context of navigating contemporary challenges and reinforcing sovereignty within alternative geopolitical blocs. The Chinese discourse articulates a confident vision of technological supremacy and global normative influence, constructing AI as a vehicle for civilizational assertion and the export of its developmental model.