Cultural Diplomacy and Communication: The Image of a Secular Hero in the Film «The Man From U.N.C.L.E.»

Introduction. During the Cold War, popular culture served as a means of cultural diplomacy between the USSR and the USA. The TV series The Man from U.N.C.L.E. (1964) is an example of the formation of a positive Soviet character in the American media space, which contradicted traditional stereotypes of the "red threat". Analysis of the image of the Soviet agent Ilya Kuryakin allows us to identify the mechanisms of intercultural dialogue in the context of ideological confrontation. Objective. To study the representation of the character Ilya Kuryakin and determine his role in the formation of communicative relations between the USSR and the USA through the popular culture of the 1960s. Methodology, methods, techniques. The content analysis of episodes involving the Soviet agent, the historical-systemic approach to considering the series as an element of the cultural and historical landscape, as well as the historical-genetic method to identify the reasons for the emergence of a positive hero from the USSR were used. Results. The image of Ilya Kuryakin goes beyond propaganda clichés, is characterized by humanity and professionalism, which contributes to the formation of a more complex perception of the Soviet other in the American audience. This creates conditions for cultural exchange and a decrease in ideological tension. Scientific novelty. The Man from U.N.C.L.E. has been practically not considered in modern Russian historiography, as well as the image of agent Kuryakin. Thus, the series can be considered a valuable source on the cultural history of the Cold War. Practical significance. The results can be used in educational courses on media communications, cultural diplomacy and the history of television, as well as in cultural and educational projects devoted to the analysis of transnational media images.