Why exactly? It is working tool in attaining and maintaining power.
Quick google would prove you wrong.No media i know of claims that Russia is projecting power by appeal and attraction but by investement and misinformation.
Why the European Right Wing Loves Putin - The Atlantic
Foreign Policy: Why Europe Is Right to Fear Putin’s Useful Idiots
"Investments" and "information" are also tools of soft power. Exactly same thing.
Not at all.The whole concept of soft power is it's lack of projection of power.