The article is devoted to the analysis of the phenomena of collective and national memory. Through the example of modern Russian situation, reasons for applying to the national politics of memory are considered, with main instruments (e. g. law-making activity, developing of history books, regulations of public access to the archives, use of the media, etc.) and key features being highlighted. Traditional media as well as new media functions are also examined in the process of collective memory formation. The conclusion is reached that the national politics of memory is an authoritative and symbolic resource for civil identity constructing and positioning of the nation-state in the system of international relations.

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The report is devoted to new realities of information wars that require an active engagement of not only professionals but also the general public. in this regard, it is interesting to draw attention to the phenomenon of so-called "sofa troops" that on a grant and voluntary basis are actively involved in social media in outreach support of modern political and military-political conflicts. At the same time they perform important socio-political mission providing support "from below" to "hard" initiatives of the government.

Mass-media uses discourse of hostility due to protection social and political identity. Mass-media discourse of hostility depends on the use of subjects. This subject is different kinds of intellectuals and experts. Low ethic of responsibility by intellectuals has led to proliferation of discourse of hostility in mass-media.

The article discusses the use of "soft" influence technologies by Russia in Kyrgyzstan with the aim of creating a positive image of the country in the perception of the Kyrgyz public. It also assesses the efficiency of individual technologies and tools of Russian "soft power" that is exercised through the public opinion polls. Additionally the author reveals the attitude of Kyrgyz citizens to Russia and various aspects of its image.

The model of the analysis is based on the concept "soft power". The central questions that I will ask in this paper is, "What causes soft power?" and "How is soft power caused?" The main thesis of this article is the soft power using is the zero sum game.

Debatable issues of the "soft power" concept are discussed, instead of it the notion of "attractiveness policy" is proposed. Correlation between official and public diplomacy in attractiveness policy is studied. A distinction is made between the attractiveness of foreign policy in its form and substance. Possibilities to increase the effectiveness of Russian attractiveness policy are explored on the basis of domestic and foreign experience.