The object of this research was young men and women – Russian users of the Internet platform. The subject is gender aspects of political leadership in a rapidly developing digital (information) society in Russian Federation. The methodological basis is the theory of structuration by E. Giddens and ethnomethodology by G. Garfinkel. The methods used to test hypotheses were content analysis and a questionnaire survey on the Internet. The scientific novelty of the article consists in the fact that it contains the results of the analysis of the materials of the presidential election race in March 2018 conducted under the guidance of the author.