"Soft power" as a resource for internal consolidation: Russia's experience under conditions of foreign policy pressure

The subject of the study is "soft power" as a tool of political communication and non-violent governance in the system of domestic policy of the Russian Federation after 2014. The object of the research is the institutional and communication practices employed by the state to shape national identity, strengthen legitimacy, and foster consensus within Russian society. The study examines in detail aspects such as the transformation of the concept of "soft power" from a foreign policy resource into a mechanism of domestic political influence, tools of cultural-ideological and media impact, including historical policy, patriotic education, youth movements, information strategies, and the formation of a national narrative. Special attention is given to the analysis of practices aimed at consolidating society in conditions of external political pressure, the mechanisms of legitimizing power through the appeal of ideas and values, as well as the role of informational processes in strengthening the political identity of citizens of the Russian Federation in the new geopolitical reality. The methodological foundation of the study consists of systemic-structural analysis and a conceptual approach. The work employs a comparative-historical method, content analysis of strategic documents, and media texts. The theoretical basis includes Joseph Nye's concept of "soft power" and Antonio Gramsci's ideas of cultural hegemony. The novelty of the research lies in the author's interpretation of the transformation of "soft power" from a predominantly foreign policy tool into an effective mechanism for the internal consolidation of Russian society. The main conclusions of the conducted research are as follows: firstly, it has been proven that in response to external challenges after 2014, the Russian Federation has activated unconventional methods of domestic political influence through culture, ideology, and information technologies; secondly, a comprehensive system of tools has been identified, including large-scale projects of historical memory, a multiple increase in funding for patriotic education, the institutionalization of youth movements, legislation on information sovereignty, and the promotion of a narrative about traditional values. It is concluded that "soft power" has evolved into a fundamental resource for Russia's internal stability, ensuring loyalty through value-based consensus and emotional involvement of citizens with the official course.