The article represents the results of an actual analysis of the discussions on the site of the Valdai International Club over the past ten years in the context of the broadcast of the Russian message to the world as one of the instruments of Russian soft power. The author shows how the articulation of cultural, spiritual and political traditions of Russia occurs at the Valdai Forum as a platform for political communication and based on the appeal of the head of state to the problems of preserving cultural and national identity, forming a positive image of the state in the international arena, preserving national values and patriotic consciousness. A brief analysis is made of a number of fundamentally important thematic contours of the discussion by the Valdai Club members, which in recent years have become significant components of the formation of the Russian message to the world. Besides, the author substantiates the actualization of the concept of cultural imperative in the political science understanding of the cultural and value matrix of the Russian state and society in the Valdai discourse, and highlights an internal axiological aspect focused on civil-patriotic values, a sense of national identity, and the ideology of social justice.

the semantic field of "soft power" of modern russia in the contradictory conditions of deVelopment of world geopolitical processes The main geopolitical processes that determine the modern development of Russia in the context of globalization are analyzed. Special attention is paid to strengthening national security.

CognitiVe and semantiC BaCkground of the phenomenon of "soft power" in modern russia: Content perCeption features in Various Channels of soCio-politiCal CommuniCationsBased on the results of the questionnaire, peculiarities of the "soft power" phenomenon perception by representatives of various categories of modern Russian society are analyzed. Within the framework of the Russian "soft power" productivity increasing factors study the need to develop institutions of public diplomacy is stated.