In Zhuyuy

The article clarifies the definitions of "soft power", "national brand" and "country image". In this article analyzes the components of "soft power", the factors of "country image", shows the role of the media in shaping a positive image. The paper attempts to identify the relationship between the concepts of "soft power", "national brand" and "country image" in the political communication.

New media can be used as an effective tool for the opening of a new platform for public diplomacy. This fact attracts the attention of Chinese politicians and scholars. In recent years, Chinese new media in Russia are playing roles as an envoy of friendship and support for the exchange of trade and culture. Nevertheless due to lack of cognition communication in Russia does not achieve the desired effect.