“SOFT POWER” AND CROSS-CULTURAL ASPECTS OF THE COMMUNICATION BEHAVIOR OF THE RUSSIAN YOUTH

The globalization as a phenomenon affects to various spheres of life in modern society. At the same time the blurring of distinction often takes place in the thrall of instruments of "soft power”. American political scientist Joseph S. Nye included language and culture among them. They allow getting the desired result on the basis of the voluntary participation, forming a system of life values and norms of behavior through images and artifacts. One of the most effective sources of cultural influence is a literature. Attractive worlds are created by the word. The ideological orientations transmittable by the book may have an impact not only on the representations and actions of an individual or a social group, but also on the way of life of the society, or the development and history of the state. The authors of popular books are influencers that shape public opinion. They are able to affect on the behavior of the general public. Which writer today influences the formation of the views of modern youth? What books do they read? Who of contemporary and historical authors can be "regent of dreams" of Russian students? How far does the national literature give way to European, American and other conveyors of artistic images and meanings? The answers to these and others questions were received in our study whose purpose was to research the system of values and stereotypes, the communication behavior and models of Russian youth. In December 2016, we conducted a survey of 170 students of a various degrees of higher education studying at the Institute of World Economy and Business of the Faculty of Economics of the Peoples' Friendship University of Russia (IWEB RUDN University). We invited them to answer anonymously the questions of the survey, which consists the several informative modules, including describing the formal demographic and behavioral characteristics of respondents. The results of the study allow us to conclude that the part of the Russian students knows the world and Russian literature quite well in spite of the common opinion about the low level of Russian school education and the disinterest in books.