A lot of researchers studying current situation in international humanitarian area rightly point out/observe three tendencies：1）servile-aimed at the destruction of the system of traditional/basic values shared by all the members of etnosoсium/ethnic societies；2）humanistic/humanitarian-oriented at solving global environmental and social disasters；3）cultural heritage values preservation- aimed at maintenance of national cultural originality and historical past of a concrete country.The above mentioned tendencies require different implementation strategies. For example，the servile approach to traditional/basic values includes intensive employment of negative stereotypes，which destroy a positive country’s image，terminate its achievements and humiliate the whole nation consciousness. Which could find expression in various stereotypes broadcast by mass media-newspapers，magazines，internet publications，the television and the radio. The advocates/supporters of the servile school mainly rely on political and ethnic stereotypes. Certain features，expressed by lexical units meaning aggressor，enemy，spy and such are attributed to entire countries/nations. It is not infrequent that they make use of realia associated with governmental institutions law enforcement agencies，which have conceptual meaning for the foreign recipient. The servile tendencies are carried out in mass media by means of excessive use of borrowings. The following abstract from a popular intellectual edition，criticizing the phenomenom，would be appropriate here：“It is not more than 300 metres to the Kremlin，the Roman alphabet is triumphant：a shopping centre ‘Luxury Nikol’s kaya Plaza’；fashion brands；beauty parlour ‘Persona’；a fitness-club ‘Republika’；a show-room ‘Audi City Moscow’”[1]. There is no doubt these are indications of globalization，demonstrating the erasure of national and cultural borders，different peoples convergence，imposed though by exclusively economic reasons. As modern industries tend to promote and sell products abroad，to form brands-easily recognizable semiotic signs，which strengthen the role of the country exporting the produce and services. Thus，the servile tendencies provide for secondary value system promotion，washing away traditional，basic values，like family，peace，labour and others.The second trend/tendency is represented most by mass pop-culture-the cinema，the television，popular fiction. For the western-type mass culture it is typical to show superheroes rescuing the planet from the evil single-handed. This approach supporters rely on the biblical plots and sacred mythology. Apocalyptical motives are based on a fundamental human emotion-fear. It is common knowledge that the fear of punishment and retribution makes people do good deeds and follow certain rules. In the light of the above mentioned considerations it is clear why the key role is given to various institutions，like church，governmental structures，who control social interaction/cooperation within the society and among representatives of various lingua-cultures. American feature-films，made in accordance with a cliché/ commonplace pattern，well-known to the mass audience in the whole world.The third tendency combines the cultural management strategies，including three factors：economic success，ideological cogency/ convincingness and cultural attractiveness of a country.[2] These factors also form the basis of “soft power” strategy，ensuring world domination in social and humanitarian areas. First of all，what is at issue is communication technologies to establish partnership and cooperation with countries of different cultural phenotypes. Secondly，it is about developing the system of soft influence on all the parties of an international cultural dialogue，which could be achieved by means of demonstrating cultural and technological progress of a country in literature，arts，modern industrial technologies，innovations implemented，etc. Last but not least，is the role of sports and other socially relevant practices. To sum it up，institutional interaction in a modern humanitarian space is carried out by means of employing various strategies. However，the “soft power” strategy，ensuring success in intercultural communication is of key priority for intercivilizational dialogue.Cross-cultural communication is regarded as a dialogue of individuals，who belong to different lingua-cultural communities. In the process of its realization the participants of the interaction use different strategies. One of the strategies used in the modern discourse and which runs through the institutional communication，at the same time aimed to overcome negative stereotypes，is called “SOFT POWER”The term “POWER” has several meanings and can be interpreted as “AUTHORITY”，“FORCE”，“INFLUENCE” etc.. The ambiguity of this term lets us determine at least three components in the “SOFT POWER” strategy so far：“CULTURAL COMPONENT”（a system of basic values，shared by all the members of society）；“IDEOLOGICAL COMPONENT”（a set of beliefs in different areas-from scientific knowledge to religion and common beliefs about socially accepted behavior）；“FOREIGN-POLICY COMPONENT”（diplomacy in a broad sense）. Cultural and ideological components represent the stable part of the “SOFT POWER” strategy，whereas the foreign-policy component is dynamic and versatile which helps us overcome negative stereotypes disseminated mostly by the mass media.Accomplishing several functions，cross-cultural communication，provides mutual understanding among members of different ethnic societies；the “SOFT POWER” strategy helps us overcome different stereotypes，including ethnic stereotypes，and promotes sociocultural interaction. In the context of cross-cultural communication the “SOFT POWER” ensures the implementation of a mediatory/mediating function，aimed at forming partnerships between people，who represent different cultures，which creates multipolar space in social and virtual realities.