Realization of Cultural Diffusion on the Example of the Russia-Spain Relationship

Nowadays, in order to succeed in the process of intercultural communication, it is necessary to have knowledge about foreign cultures. The urgency of this issue is due to the high demand for successful integration between countries in all spheres of life. Consequently, the process of intercultural communication in the course of human development is becoming more and more widespread due to the development of new communication structures. In this work, we have considered such type of communication as intercultural, namely, one of the ways of its implementation - cultural diffusion. The main purpose of studying this cultural phenomenon is to identify the impact of cultural diffusion on the process of intercultural communication in contemporary society. Relevance of the work is related to the high level of need for intercultural dialogue between different countries in our time, as well as the need to study in detail the impact of intercultural communication on the development and culture of integrating countries. The main methods of research used in this work are literature analysis and case studies, which allow to demonstrate the process of cultural diffusion, to analyze the cultural characteristics of the two countries and to identify what defines the above-mentioned cultural process. The research results demonstrate that the degree of cultural diffusion is determined by both internal and external factors. Psychological factors that determine the degree of an individual's propensity to perceive elements of another's culture fall into the first category. The second group consists of various factors, such as the length of stay in the foreign country and the nature of social interactions during this period. Thus, in order to avoid cultural assumptions, prejudices and misunderstandings in the process of intercultural communication, an intercultural communication specialist has to be aware of the complex process of cultural diffusion. Key terms: cultural diffusion, intercultural communication, cultural differences, cultural exchange