Framing in Media Coverage of the Ukraine Conflict: Comparing TikTok Commentators Sima Nan and Aaron Parnas

Abstract

This mixed-methods study investigates how media narratives surrounding Russia’s invasion of Ukraine are constructed for Chinese and American audiences by comparing differences in moral framing adopted by TikTok commentators across the two national contexts. Using a computational content analysis informed by Moral Foundations Theory, the study examines 470 short-form political commentary videos published between January and October 2023 to identify the dominant moral domains and sentiment patterns embedded in the discourse. The quantitative analysis maps the distribution of virtue- and vice-oriented language across five key moral foundations, revealing distinct patterns in how each commentator foregrounds harm, fairness, loyalty, authority, and sanctity in relation to the conflict. Complementing these findings, a qualitative frame analysis explores how moral domains and sentiment are strategically deployed to construct causal interpretations, articulate moral evaluations, and imply treatment recommendations regarding the actors involved. Together, the analyses demonstrate how TikTok-based political commentary reflects broader ideological tendencies within Chinese and American media environments, while also illustrating how platform-native creators selectively mobilize moral language to shape narratives of blame, justification, and responsibility. By integrating computational and interpretive approaches, this study contributes to a deeper understanding of moralized war discourse in digital media and highlights the growing role of short-form video platforms in shaping public interpretations of international conflict.