'SOFT POWER' OF THE RUSSIAN HIGHER EDUCATION SYSTEM AND ITS POTENTIAL FOR INTEGRATING CENTRAL ASIAN MIGRANTS

'Soft power' is instrumental in dismantling negative stereotypes and in forming a positive image of a country. The policy of attracting international students is implemented in Russia with a view to this fact, although the educational projects for international students face a number of impediments, such as cultural barriers between countries and nations. These barriers can also make host communities in Russia unwelcoming or closed to external migrants from Central Asia (these countries account for 42% of migrants coming to Russia). The falling interest in learning the Russian language in Central Asia and Russia's generally declining regional influence, especially in what concerns Russian culture and education, make the research of 'soft power' instruments particularly important. Exposure to foreign culture provides young people with valuable insights as they develop a conceptualized view on the world, articulate and systematize their values. At Russian universities, international students accumulate valuable social capital; whether they stay in Russia or come back home after graduating, they can become mediators between Russian culture and their own. The article analyzes the standardized interviews (N=231) and in-depth interviews (N=16) with migrants from Central Asian countries and the surveys conducted among members of the host community (N=485) in 2016 and 2017 in Ekaterinburg (Russia). The research focuses primarily on migrants' attitudes towards Russian culture and its representatives, which show their willingness to adjust and integrate. The conclusion is drawn that the Russian system of higher education facilitates integration of international students into the host community and their cultural adjustment.