The paper is discusses the role of emotionally significant political images in youth culture. The study covers the period between 2006 and 2017 during which Russia saw not only a political and economic transition but also dramatic changes in communication technology. The 6-stage research included two waves of testing in 2006, 2012, 2017. Respondents were aged 17 to 24 years old. In 2017 the general youth international value agenda can be consid-ered formed, with its essential feature being the further reduction of the influ-ence of advertising and communication of politicians ' brands.