Authors assume that in the post-Soviet time, political consciousness among the
Russians has significantly changed. Causes of this not only include general depoliticization in the society, but also a modified nature of the media influence.
The research purpose is to search for reasons that cause booms and falls in the
interest of the Russians in politics. The methodological framework of the research
included the Verba-Pye model of engagement in politics, Lipset’s conclusions
about citizens’ engagement in political affairs; assumptions from the LipsetRokkan model of political preferences of citizens; Scott’s concept of imitation of
political activism, and Bryant’s conclusions about specifics of media influence on
public opinion. The empirical basis of the research includes data from sociological
and marketing research made by Russian centers for the study of public opinion.
As a result of the research, its authors have established that country residents do
not mostly show high political engagement and civil activism.