Soft power in online space: practical experience of online communication technologies application

The article is devoted to the study of practical experience in the application of Internet communication technologies in the implementation of soft power policy. The authors analyzed examples of technology for introducing сyber simulacra, digital stigmatization, fake news and fake discourse, big data and focuse attention on the proximity of soft and hard power when they are sent via Internet communication technologies. The authors conclude that in modern conditions, it seems promising to study the use of big data in the framework of soft power policy, because it influences on the preferences of an individual, rather than a homogeneous audience.