The article describes the concepts of new forms of political communication: the «soft power», show politics and media discourse formed from the subject-discursive fields of mass communication, mass culture, political ideology, political marketing, and PR. «Soft power» isa combination of internal and external (socio-cultural) factors of the state, which creates an attractive image of the country arising from social interaction. Today Russian authorities use «soft power» in several ways. Firstly, it is used as an important resource of the macropolitical construction. Secondly, the discursive practice of “soft power” is most widely used in the field of brand-image political communication. Thirdly, being able to force one cognitively to a particular vision of reality, «soft power» is actively used within the state.

The second concept is show-politics formed as a result of informatization of sociality, with the show becoming a specific socio-cultural phenomenon. The applied nature of this concept is implemented in arranging various political shows. These include a parade, a ceremony of inauguration of the President, an opening ceremony of the monument to the national hero, statesman and public figure, a convention of the political party or socio-political organizations, a meeting of the candidate with his or her voters, a political protest and a demonstration.

Finally, because of active mediatization of the space arising due to wide dissemination and penetration of mass communication, implementation of show-politics in Russia is impossible without the media. Possessing power to virtualize political reality, media discourse transforms politics into a symbolic ideological construct, characterized by active introduction symbolic figures and mythological images constructed through the audiovisual media into political communication. Analysis of political media discourse allows giving a qualitative explanation of the ideological and functional dependencies arising in the result of interaction between the media and political institutions.