Российские медиа как инструмент «Мягкой силы»

Abstract

The term «soft power» was introduced by American political scientist Joseph Nye and means the ability of a state to achieve desired results through attraction and persuasion, rather than through coercion or military pressure. The paper examines the main stages of the evolution of the concept of «soft power», starting from the Cold War period and up to the modern problems of the information age. Examples of the use of «soft power» in other countries, such as China and South Korea, are considered. The author pays special attention to the role of Russian media, such as the RT TV channel and the Sputnik agency, in creating a positive image of Russia in the international arena, analyzes their activities in providing alternative points of view on international events and covering Russian life. The article highlights the difficulties of using the «soft power» tool, but despite limited resources, Russia uses media and cultural diplomacy to promote its interests abroad, while facing external and internal problems.