"SOFT POWER" OF MODERN RUSSIAN CINEMA IN THE CONTEXT OF HYPE POLITICIZATION

Aim. To analyse modern Russian cinematography as a tool of "soft power" in the context of creating media hype around its individual products. Methodology . The study is based on a communicative approach. Methods of observation, traditional analysis of documents and case study were used. Results . Based on a specific example an actual approach to the perception of the Russian cinema products as tools of "soft power" is demonstrated. It is most significant and indicative in the context of attempts to deny Russian culture against the backdrop of aggravated relations with the United States and European states as a result of Russia's Special Military Operation in the Ukraine. Research implications. The results of the study can be used in scientific and teaching activities in the course of considering the concept of "soft power" and hype technologies, in the work of political technologists, and specialists in the field of art and culture.