The national museum of a country, as a cultural symbol of the nation, plays an important role in cultural communication at home and abroad. This study explores the online brand identity construction of two national museums—the British Museum and the National Museum of China—to inform cultural brands of the discursive strategies to distinguish themselves from others and communicate with their audiences effectively. Informed by multimodal critical discourse analysis, this paper analyzes the websites of the two museums and their social media posts, depicts their brand identity prisms, and evaluates the effectiveness of their online communication. The results show that both museums use multimodal and hypertextual resources to create unique and congruent brand images in website design and social media interaction with their target audiences, fulfilling the institutional functions of museums as the symbol of national culture or world civilization. They express differential personalities and cultural values to reinforce their brand identities in different sociocultural and political contexts. The findings may provide insight into the use of multimodality in online communication for cultural institutions to enhance their brand images and promote cultural exchanges.

The Chinese film Wolf Warrior II floats all the way at the domestic box office, and jumps into the top 100 of the world's film box office rankings. It has achieved great economic success and ratings are overwhelmingly positive in China. Nevertheless, in stark contrast to this, Wolf Warrior II is cold at the box office abroad, and the word of mouth is not satisfactory. Transcreation is the re-creation or adaptation of content for a group of specific target audience. As an inter-related process of translation, a successful and holistic transcreation can arouse the same emotions as well as connotations produced in the target language as the source language. There are different perspectives to detailed translation analysis of China’s identity as a prominent character of contemporary society. Insofar as this research probes into the branding and in subtitle translation, it also constructs a binary theoretical model based on triadic signs of intersemiotic translation and metafunctional framework of multimodal analysis to testify China’s core values in this film and beyond.

The article considers the problems of theoretical substantiation of negative informational and psychological impact evaluation principles, and conducting of relevant researches in this field. At the same time, due to imperfections of theory and practice of negative informational and psychological impact evaluation, previous researches were conducted mainly by “mirroring” the ways of information counteraction, both for our own measures of information and psychological influence, and for the adversary. The rationale for the methodological approaches used in the organization of information and psychological influence is due to inability to access the adversary's target audiences freely and gather the necessary information, as well as the inadequacy of assessing the degree of change in their behaviour. Characteristics mentioned in article classify target audiences according to defined indicators of remote information control of social and individual behaviour of possible objects of influence. Using the formulated conditions and relying on the psychological and psychophysiological characteristics of individuals, a database of target audience behaviour vulnerabilities is forming, that reflects the dependence of indicators of social behaviour perception changes on the intensity of external negative informational and psychological influences. The algorithm of target audience’s information perception is developed based on the model of planned behaviour, in which the subject’s overestimation of small values of probabilities are compared in dynamic with decrease of big ones. The proposed algorithm of evaluation of information-psychological impact allows to receive initial data based on which the model of target audience behaviour will be designed in any environmental conditions.