Current theoretical and methodological approaches to the study of the Russian/Soviet poster in the context of its communicative potential

The article is devoted to an analytical review of scientific publications devoted to the study of the poster from various angles. The author analyzes the results and conclusions of the central, most relevant scientific publications in order to determine their role in identifying and defining key approaches to the study of communication strategies embedded in poster meanings, as well as verbalized ways of expressing them in order to influence the poster as a media product on a mass audience. The study covers publications demonstrating the diversity and versatility of scientific views on the phenomenon of the poster as a work of art, an instrument of advertising, agitation, propaganda, political influence and mass communications. The author examines scientific works on the development of the functional potential of the poster in its historical retrospect and modern existence. The research methodology is based on the methodological concept of analysis and synthesis, methodological techniques for collecting, analyzing, summarizing, systematizing and critically evaluating written primary sources in order to identify similarities and differences between different points of view and their critical assessment from the perspective of the effectiveness of media communication processes. A special contribution of the author to the research of the topic is his proposed new perspective of studying the poster as an imagological instrument of soft power, which is based on the concept of "other" and provides for the formation of a friendly response from a mass audience through the transmission of unifying social values. The novelty of the research lies in the substantiation of the influencing characteristics of the poster as a synergetic phenomenon convergently concentrating the most significant features of the poster content and its visual design with the leading role of the verbal component. The main conclusions of the study are the validity of the need for a scientific understanding of the meaningful potential of posters at the junction of various theoretical and methodological approaches, which results in an optative effect that increases the attractiveness of the poster as a translator of value meanings that unite society.